French luxury giant LVMH has struck a 10-year sponsorship deal with Formula 1, covering its Louis Vuitton, Moet Hennessy and TAG Heuer brands and replacing long-time sponsor Rolex, the company announced Wednesday.

French luxury giant LVMH has reached a 10-year sponsorship deal with Formula 1 which covers its Louis Vuitton, Moet Hennessy and TAG Heuer brands, the company announced on Wednesday.

The partnership, which will officially launch at the start of next F1 season, will include “hospitality, bespoke activations, limited editions and outstanding content.”