The Monaco Grand Prix has a title sponsor for 2025 (Image: Getty)
In 2025, the will have a title sponsor for the first time. Swiss watchmaker Tag Heuer will join the event after returning as the sport’s official timekeeper, replacing Rolex in the process.
Tag Heuer’s branding has been present at the track for many years, featuring heavily on the barriers of the Circuit de Monaco. According to a report, the iconic watchmaker will be the first-ever title sponsor of the event. For the 2025 season, it will officially be known as the ‘Formula One Tag Heuer Grand Prix de Monaco’.
“As the watch synonymous with motorsport and the greatest drivers in the history of Formula One, it is only natural that the Automobile Club de Monaco would choose to be indelibly connected with Tag Heuer,” said club president Michel Boeri.
Speaking to WWD about Tag Heuer’s new deal, CEO Antonie Pin added: “We are the brand that represents the very notion of chronography. The Carrera [watch], the Monaco [watch] were born chronographs because performance and its measure are what has carried the house.
“Being the title partner in Monaco is a source of pride because you have to be recognized by many to get this title. This is acknowledgement of the legitimacy of the house from our peers, from all spheres — political, sports and luxury — so we can be proud of it. Now we must rise to the challenge and be worthy of the trust we were given.”
Don’t miss…
Our community members are treated to special offers, promotions, and adverts from us and our partners. You can check out at any time. Read our Privacy Policy
Tag Heuer branding will be dotted around the Circuit de Monaco (Image: Getty)
Title sponsors are nothing new for F1 races. After Monaco’s deal with Tag Heuer was confirmed by WWD, all but one event – the Mexico City Grand Prix – has a brand in its official name for the 2025 season.
Some brands are even title sponsors for multiple events. Heineken’s name will be in the title for the Grands Prix in China, the Netherlands, and Las Vegas, while Qatar Airways sponsor the races at Silverstone, the Baku City Circuit and the Lusail International Circuit. Even pre-season testing has a designated title sponsor in Aramco.
More F1… [COMMENT] [NEWS]
In other title sponsor news, Williams have announced a new partnership with Atlassian. The Australian software company will also serve as the Grove-based outfit’s ‘official technology partner’ and become the squad’s first title partner since the ill-fated Rokit collaboration in 2019.
“Attracting a title partnership of this size and significance is a momentous day in our team’s illustrious history and a major milestone in our comeback transformation,” said team principal James Vowles.