Formula 1 has announced that TAG Heuer will be the title partner of the 2025 Monaco Grand Prix, marking the first time that the event will ever have a sponsor in the title.
The round in Monte Carlo was included on the championship’s inaugural calendar back in 1950 and has held a near-uninterrupted presence on the schedule since then.
Throughout that time, the race, the sole one not to adhere to the FIA’s 305-kilometre minimum race distance limit, has been held as the Formula 1 Grand Prix De Monaco.
However, that will change when the F1 circus is next in town as the race between 23-25 May will be renamed to the Formula 1 TAG Heuer Grand Prix De Monaco 2025 instead.
Alongside securing title sponsorship rights, Tag Heuer’s branding, which will include a unique logo to celebrate the partnership, will align the iconic streets across the weekend.
The deal succeeds TAG Heuer, a partner to the Automobile Club de Monaco since 2011, replacing rival watch brand Rolex as F1’s official timekeeper for the upcoming season.
“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,” F1 CEO Stefano Domenicali said.
“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.”
Antoine Pin, CEO of TAG Heuer, added: “Monaco is truly our spiritual home, encapsulating much of what we stand for at 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 driver’s 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.”
Maître Michel Boeri, President of the Automobile Club de Monaco, expressed: “It has been a pleasure to work with such a celebrated watchmaker for nearly 15 years now, and our admiration and respect for TAG Heuer is reiterated through our new agreement to continue our wonderful relationship.
“As the watch synonymous with motorsport and the greatest drivers in the history of Formula 1, it is only natural that the Automobile Club de Monaco would choose to be indelibly connected with TAG Heuer.”
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