The unmistakable green and gold of Rolex has been replaced by the iconic emblem of Louis Vuitton, heralding a new chapter for the Formula 1® Australian Grand Prix. As the pinnacle of motorsport converges with luxury branding, this shift represents more than mere sponsorship, it marks the dawn of a new era where speed meets sophistication. According to Nick Bower, general manager of ad sales at Paramount Australia, the inclusion of Louis Vuitton signals a commitment to transforming the Grand Prix into an experience that transcends the traditional boundaries in sport.
“More Australians watch our coverage than anywhere else,” Bower says.
Last year, the Grand Prix attracted 3.2 million viewers, a 30% increase on 10 Play, with 1.6 million Australians tuning in for the race itself. This remarkable achievement established the event as the #1 sporting spectacle of the day and confirmed the growing fervour for Formula 1 in Australia.
This year, expectations are higher. The track is the same, but the cars are faster, and the stakes are even greater. But beyond the battle on the asphalt, there is another race – the competition for attention, for viewership, for the ability to elevate Formula 1 beyond a sport and into a spectacle. With Louis Vuitton now draped across the Grand Prix, this event is just about speed.
A legacy of unmatched coverage
As the Formula 1 Louis Vuitton Australian Grand Prix 2025 approaches, Ten and Paramount Australia are set to deliver comprehensive coverage of one of the biggest sporting events on the Australian calendar. Having broadcast the race for over 20 years, the network’s deep-rooted expertise ensures fans get the best viewing experience, both on free-to-air television and digital platforms.
For Bower, it’s their longevity that sets their coverage apart. “We’ve been broadcasting this for over 20 years. We have the most experienced team capable of bringing to life any campaign for a client possible,” he says. “Frank Smith, our EP, has been doing this for over 10 years.”
Beyond the race itself, Ten’s cameras capture the full spectacle, from the grandstands to the paddock, and from Melbourne Walk to the hospitality suites. “I’m very proud of the work we’ve done to date,” Bower continues. “It’s more than just a race. Our coverage and cameras bring it all to life, from the front gates through to what happens on track.”
Nick Bower, general manager, ad sales at Paramount Australia
Major sponsorships and brand collaborations
With Louis Vuitton taking over as the race’s title sponsor from Rolex, the event continues to cement itself as a fusion of high-performance sport and luxury branding. This evolution is also reflected in the strong presence of commercial sponsors, with brands integrating into the broadcast in new and creative ways.
“There’s a difference as to how we work with clients,” Bower explains. “For example, Shannon’s, who are down on the track, have a partnership with the Australian Formula One Grand Prix team. For us, it’s about bringing to life what they’re doing down there, along with any additional broadcast or retail messaging they may have.”
Major players like Harvey Norman and American Express are also increasing their involvement. “Harvey Norman is a traditional sports broadcasting partner, and they know the power of live sport. We ensure we’re working with them to hit the messages that matter most,” Bower says. “American Express will have big branding on track, and our job is to bring that activation to life for viewers at home.”
Kristie Gee, head of television and radio marketing, Harvey Norman, said: “Ten’s coverage of the Formula 1® Louis Vuitton Australian Grand Prix is a mainstay for Harvey Norman, as we connect to Australian audiences through the power of Live Sport. The 10 Sport production and sales teams make it easy for us to make the most of this iconic event. The Formula 1® embodies the perfect combination of technological advancement, precision engineering, and high-performance entertainment that resonates with our customers.”
The growth of F1 and the ‘Drive to Survive’ effect
Formula 1 has seen unprecedented global growth, largely fuelled by the success of the Netflix documentary series Drive to Survive. The series has transformed the sport’s appeal, introducing new fans and making household names of drivers and teams.
“I think Formula One is certainly in a strong position as a sport right now,” Bower says. “That’s off the back of big changes Liberty Media has made, including opening the doors for Drive to Survive to tell those behind-the-scenes stories. All of these things have contributed to a strong outcome on track, with great teams working hard to entertain and drive strong engagement.”
Smith, executive producer of sports at Paramount Australia, acknowledges the impact of storytelling in F1’s surge in popularity. “It’s important to realise the difference between the first race of the year, say, the second or third. Everything is more important in the first race – practice sessions have purpose, qualifying is tense, and the race itself is chaotic,” he explains. “It’s the first opportunity for drivers to make their mark, and telling those stories is one of the beauties that ‘Drive to Survive’ has helped with.”
Ten’s coverage benefits from its long-standing relationships with drivers and teams. “We have producers and editors that travel the world and come back for this event specifically, which helps us engage teams and drivers,” Smith adds. “For instance, we’ve secured an exclusive with four-time reigning world champion Max Verstappen. He enjoyed his experience with our team last year, and was more than happy to come back and do it again.”
Frank Smith, executive producer of sports at Paramount Australia
The Grand Prix as a cultural phenomenon
Beyond the race, the Formula 1 Australian Grand Prix has evolved into one of the country’s biggest lifestyle events – a spectacle that extends far beyond the pit lane. With over 400,000 attendees expected, the event now boasts high-end dining, luxury activations, and entertainment zones, making it a must-attend social and sporting occasion.
“The AGP has done incredible work outside of the track,” Smith notes. “Pop-up restaurants, premium experiences – it all adds to the colour of the event. It’s no longer just about the race itself. Melbourne Walk has become a major attraction, where fans meet their drivers, get signatures, and take photos. That alone is now one of the biggest events of the weekend.”
Bower also highlights the unparalleled demand for tickets. “If I think back to my first Grand Prix, I used to be able to get some tickets for family and friends. Now, it’s impossible. Everyone asks me for a ticket. They are essentially the hottest tickets in town.”
This cultural shift has also translated to fashion and branding. “If you look at someone like Lewis Hamilton, his fashion sense alone is a statement. He’s virtually a walking advertisement for fashion brands,” Bower says.
The focus on fashion also aligns with a notable surge in female viewership. Data provided by Paramount Australia shows female audience growing 8% year-on-year and making up 33% of total race viewers, up from 32% in 2023. Over the 2024 race weekend, the event reached 1.24 million women, while 10 Play recorded its highest-ever female audience for the race, with a 66% year-on-year increase. Male viewership also rose by 4%, reflecting the sport’s growing appeal across demographics.
The Formula 1 Louis Vuitton Australian Grand Prix 2025 on Network 10
With a world-class field, the return of the season opener to Melbourne, and a huge on-ground presence, Ten is preparing for another record-breaking broadcast. “Our coverage last year was enormous because of our strong on-ground presence,” Bower says.
The Formula 1 Louis Vuitton Australian Grand Prix 2025 promises to deliver high-speed action, luxury experiences, and the kind of storytelling and spectacle that has made F1 one of the world’s fastest-growing sports. With Network 10 leading the coverage, fans can expect to be taken beyond the race, into the heart of the teams, drivers, and the event itself.
As the engines roar to life in Melbourne, one thing is certain – Australia will be watching.