For the first time in its history the Monaco Grand Prix has a title sponsor
Next week the Formula 1 world will come together for an unprecedented season launch event, commemorating the 75th anniversary of the sport. All ten teams will gather at The O2 in London and unveil their liveries for the upcoming season, as the days build towards the start of what many expect to be a thrilling year for F1.
Now in another first, the Monaco Grand Prix has a title sponsor.
Since the first race in Monaco in 1950 the event has simply been known officially as the Formula 1 Grand Prix de Monaco. But starting with this season TAG Heuer is joining as a Title Partner of the race, and the official title will be the Formula 1 TAG Heuer Grand Prix de Monaco.
According to a press release from F1 “[t]he luxury watch brand will be immersed in the action around the circuit across the weekend, including significant trackside placement visible for those on the streets of Monaco and on screens around the world.”
Stefano Domenicali, the President & CEO of Formula 1, hailed the news as a “fantastic moment” in the sport’s history.
“This is a truly fantastic moment in Formula 1 history as TAG Heuer becomes the first-ever Title Partner of the Grand Prix de Monaco, a circuit that featured in the sport’s very first season in 1950, and with which we mark our 75th anniversary this year,” said Domenicali. “TAG Heuer is the perfect partner – not only do they already have a brilliant legacy with Monaco, but I know they will bring their passion, creativity, and exceptional style to match the wonderful energy of an already iconic event.”
The luxury watch brand has a rich history in the sport, and in a separate release the company noted that they have been a partner of the Automobile Club de Monaco since 2011, and outlined the many former and current F1 drivers — such as Mika Häkkinen, David Coulthard, Kimi Räikkönen, and Lewis Hamilton — who reached the top step of the podium at the Monaco Grand Prix with a TAG Heuer timepiece on their wrist.
“Monaco is truly our spiritual home, encapsulated much of what we stand for at TAG Heuer” said Antoine Pin, CEO of TAG Heuer. “The spirit of competition, the challenging street course that rewards those who show the greatest mental resilience and physical strength, a place where drivers push themselves to achieve their absolute best, we are honoured and delighted to renew our partnership with the Automobile Club de Monaco and extend our activities in the Principality with TAG Heuer being the first to hold this prestigious title.”
The news is just the latest example of how F1 remains an attractive option for commercial sponsors. Just this week Williams announced a new title partner with Atlassian, and on the day of this announcement, Alpine announced a new partnership with Oakberry, the superfood brand. F1’s growth around the world, and in markets like the United States, continues to draw companies trackside.
And now one of the crown jewels of motorsport has its own title partner.
