Skip to main content

How Formula 1 makes money: partnering with Hot Wheels and luxury brand LVMH

Mattel's Hot Wheels brand will release a full lineup of F1 cars and associated products in 2025.

Mattel Inc.'s Hot Wheels initial licensed F1 race car.
F1

Formula 1 recently announced multi-year partnership deals with Mattel, Inc. and luxury brand group LVMH. The Mattel agreement involves creating F1-themed Hot Wheels 1:64 scale model cars. The 10-year agreement with LVMH includes three of the group’s Maisons, or brands: Louis Vuitton, Moët Hennessy, and TAG Heuer.

The F1 Hot Wheels deal

Hot Wheels F1 model 3D rendering right front three-quarter view.
Courtesy of F1 and Mattel, Inc.

Under its global licensing agreement with Formula 1, Mattel’s Hot Wheels brand will release a full lineup of F1 cars and associated products in 2025.

Recommended Videos

The inaugural die-cast car in the series, an F1 model with Hot Wheels racing livery, is available for pre-order now on Mattel Creations for $25. It includes three sets of interchangeable Pirelli racing wheels and tires. For this limited edition, customers can order a maximum of two cars. This morning, I ordered two F1 Hot Wheels cars as birthday presents for my F1-loving son and myself.

Roberto Stanichi, Executive Vice President of Hot Wheels, said, “Hot Wheels has always been about nurturing the challenger spirit, so the partnership with Formula 1 is a natural and exciting fit. It will bring two of the largest global fan communities together to share their passion for cars and racing.”

The LVMH partnership with Formula 1

Details on the LVMH partnership won’t be announced until 2025. In a joint statement, the new partners referred to an “unprecedented agreement between the world leader in luxury and the Pinnacle of motorsport.”

Formula 1, owned by Liberty Media, will celebrate its 75th anniversary in 2025. Liberty Media CEO and president Greg Maffei said, “LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation, values core to Liberty Media.”

LVMH Group Chairman and CEO Bernard Arnault said, “The people, the quest for excellence and the passion for innovation are at the heart of the activity of our Maisons and Formula 1. In motorsport as in fashion, watchmaking or wines and spirits, every detail counts on the path to success.”

Bruce Brown
A Digital Trends Contributing Editor and Contributor for TheManual.com, Bruce Brown writes e-mobility reviews and covers…
Ultimate Las Vegas Grand Prix views at the Bellagio Fountain Club: tickets on sale now
Watch the Las Vegas Grand Prix viewing the longest straightaway of the track
Arial view of the Bellagio Fountain Club, Bellagio Fountains, and the Strip.

Tickets are now on sale for the Bellagio Fountain Club during the Formula 1 Heineken Las Vegas Grand Prix 2025, November 20-22. Located on the Strip in front of the famous Bellagio Fountains, this is one of the best spots in Las Vegas to watch the race from its view of the longest straightaway of the track.
The Bellagio Fountain Club's premium hospitality

The Bellagio Fountain Club offers expansive indoor and rooftop spaces with comfortable seating areas, bars, beverage stations, celebrity chefs, DJs, and great entertainment. It's the perfect place to relax and enjoy the event with friends.

Read more
F1 2025 Bahrain Grand Prix preview: a hot race in the desert
Three DRS zones with long straightaways allow many chances to overtake at Bahrain
bwt alpine formula one team announces partnership with viagogo f1 race car on the track in bahrain during pre season testing

The fourth race of the 2025 F1 World Championship series is in Bahrain this weekend, April 11 to 13. The Formula 1 Gulf Air Bahrain Grand Prix 2025 occurs at the Bahrain International Circuit.

The race track is 3.363 miles long, and the Grand Prix consists of 57 laps. Three DRS zones and three long straightaways provide drivers with many opportunities for overtaking and passing, making the race exciting and dramatic.

Read more
Tickets on sale from $50 for November 2025 Formula 1 Las Vegas Grand Prix
There are more ticket options and more ways to view the race than last year
T-Mobile Grandstands.

Tickets are available for purchase now for this year's F1 Las Vegas Grand Prix, November 20-22. After successful events in 2023 and 2024, the renamed 2025 Formula 1 Heineken Las Vegas Grand Prix will have more grandstand seating, increased ticket options, enhanced fan zones, and more ways to be part of the exciting Grand Prix experience done in Vegas-style.

Formula 1 returned to Las Vegas in 2023 for the first time since the 1960s.  Despite some glitches in using public streets for much of the race circuit, the 2023 Las Vegas Grand Prix was a success, surpassing expectations. The 2024 Las Vegas Grand Prix was an even bigger win, leading to this year's expanded viewing options and fan experiences.
Changes for the 2025 Las Vegas Grand Prix

Read more