LVMH’s Luxury Empire Is Taking Over Sports

José Iglesias has recruited Pitbull and Silvestre Dangond for the remix of his song “OMG,”  which has served as the Mets’ anthem this year. The song drops October 11, so it seems like the Mets are feeling pretty good about their chances of getting past the Brewers.

Tiffany & Co. helped craft two brand new trophies for the NWSL. Beautiful design for the beautiful game. It's the second time in as many weeks the brand has tapped into sport, after designing crowns for the victorious athletes at Athlos in New York. More on Tiffany’s owner LVMH and its growing sports ambitions later. 

Dude Perfect has hired NBA executive Andrew Yaffe as CEO as they look to expand their trick shot empire. Yaffe has plenty of experience building an audience, but can he hit a halfcourt shot blindfolded?

The votes are in and NFL players believe by a wide margin that Taylor Swift’s impact on the league has been positive by a dominant 73%-5% margin, with 22% calling it a non-factor in either direction. We have it on good authority that Travis Kelce was not stuffing the ballot box.

Jonquel Jones is ready to cross the final item off her WNBA to-do list—bring home a championship. If you aren’t on the New York Liberty hype train yet, get on board now. Ellie is waiting for you.

Brown’s entry on the list was written by activist and former NFL quarterback Colin Kaepernick, who celebrated Brown as a “force for justice and change,” citing his Boston XChange initiative, which aims to empower underrepresented creators and entrepreneurs.

Also on the list is American rugby player Ilona Maher, American gymnast Fred Richard, Houston Texans quarterback C.J. Stroud, Italian tennis star Jannick Sinner and boxer Cindy Ngamba of the Refugee Olympic Team.

French fashion powerhouse LVMH has struck a 10-year deal with Formula 1 that will see its array of luxury brands spread across every facet of the sport. It’s a big move for the luxury conglomerate which is pushing hard into sports, fresh off its landmark Olympics sponsorship. 

@lvmh

As Formula 1®️ prepares to celebrate its 75th anniversary in 2025, it was announced today that LVMH will become a Global Partner from 2025... See more

LVMH-owned TAG Heuer will replace Rolex as the sport’s official timekeeper, Louis Vuitton will design the trophy cases (as it already does for the Monaco Grand Prix and several other sports), and Moët & Chandon will take the honor as the official champagne that showers winning drivers. 

@f1miamigp

Pop the champagne, Lando! 🍾 #mclaren #landonorris #miamigp #f1

Formula 1 and fashion have grown close in recent years. The sport has become a playground for luxury’s biggest brands, thanks to the popularity of its tastemaker-drivers. Lewis Hamilton and Pierre Gasly are Dior and Berluti ambassadors, respectively, while Charles Leclerc never fails to set pulses racing with outfits. 

@gqitalia

Sir Lewis Hamilton in custon Burberry al #MetGala #lewishamilton #burberry

LVMH sees sport as critical to the growth of its brands, and has set about snapping up the world’s most exciting athletic talent—from fencing to basketball. Just in the past year Louis Vuitton signed Jude Bellingham and French rugby star Antoine Dupont, released billboard campaigns with LeBron James and announced basketball sensation Victor Wembanyama as a new ambassador.

Designing a suit for a player that’s seven-foot-four? That’s high fashion.

The question of “Who gets to run the aux cord?” has been a staple of locker rooms ever since the iPod and aux cord made such a connection possible. But this year, several teams have taken things up several notches when it comes to their post-game playlist.

The boldest example is at Deion Sanders’ Colorado, who have already had live performances from the likes of Babyface Ray and BigXthaPlug after big wins. This week, there was a live DJ in the locker room after a victory over UCF.

But the trend is clearly catching on. The New York Liberty had Alicia Keys in their locker room after Tuesday night’s win over the Las Vegas Aces. While it wasn’t a full concert, there was no way Keys was leaving without a singalong.

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In baseball, the Philadelphia Phillies turned to a trio of DJs to help create the perfect post-win playlist, blending together several inside jokes, fan favorites, and yes, “Dancing On My Own” into 50 minutes of music that is best listened to while wearing ski goggles with a Bud Light being sprayed in your face.