TAG Heuer Sees ‘Huge’ Impact From F1 in First Year of Decade-Long LVMH Sponsorship and What It Means for Your Hospitality Strategy
Introduction
TAG Heuer’s first year as part of a decade-long, high-profile sponsorship with Formula 1 has delivered a huge impact, from increased store traffic to strong visibility at grand prix races around the world. The Swiss watchmaker’s partnership with F1 under the LVMH umbrella has helped elevate its brand presence and consumer engagement through strategic racing-linked activations.
For companies that hold hospitality assets, VIP access, or event tickets tied to large sponsorships, there’s a critical lesson here: the way you manage your event access can make or break your ability to activate and measure the true value of these strategic investments.
What TAG Heuer’s F1 Sponsorship Shows
TAG Heuer recorded double-digit increases in store traffic and strong sales through exposure tied to F1.
The brand leveraged its motorsport heritage with trackside branding, themed campaigns, and limited-edition timepieces, creating meaningful event experiences for fans and customers.
Despite challenges in the luxury category, F1 provided resiliency and cultural relevance by tapping into experiential luxury and global audiences.
This kind of sponsorship success isn’t just about logos; it’s about creating experiences, tracking outcomes, and integrating assets into broader marketing and engagement strategies.
How Concierge Live Helps You Leverage Hospitality Like a Sponsorship Pro
When your company holds ticket inventory, VIP access, or supplier passes tied to big-stage events, a strategic system makes the difference between reactive and impactful engagement. Here’s how Concierge Live supports that:
Requesting & Approvals Made Easy
Effortlessly upload tickets, set permissions, and control who can request access. Collect valuable attendee details so approval decisions are informed and efficient.
Custom User Visibility
Administrators control exactly what inventory each user sees and when, giving you segmentation that matches your business goals.
Flexible Ticket Management
Designate who can access seats and for what purpose, whether that’s client hospitality, employee rewards, or partner experiences.
CRM Integration
Link ticket requests and usage with your CRM and auditing systems, including Salesforce, for seamless tracking.
Analytics & Reporting That Matter
Automated reporting that runs on your schedule
Precise data capture at the ticket and attendee levels
With a platform designed for clarity and scalability, Concierge Live transforms your hospitality access into measurable business impact, just like TAG Heuer’s partnership strategy turned F1 engagement into sales and visibility.
Conclusion
TAG Heuer’s early success in Formula 1 highlights how powerful experiential sponsorship can be, especially when brands strategically leverage assets and engage fans at every touchpoint. If your organization manages event access tied to sponsorships, corporate hospitality, or client experiences, a system like Concierge Live ensures those assets work as hard as the partnership itself.
