TAG Heuer sponsorship « Euro Weekly News

The Monaco Grand Prix has long been known as Formula 1’s most glamorous and prestigious race, a weekend where history, high society, and motorsport collide. But from 2025, the event will break from tradition in a way that many never saw coming.

For the first time ever, the race will carry a title sponsor, officially becoming the “Formula 1 TAG Heuer Grand Prix of Monaco”. It’s a big shift for a Grand Prix that has always stood apart from the rest, resisting the commercial branding seen at other F1 venues. But with the sport evolving and sponsorship playing an even bigger role, even Monaco is adapting to the times.

TAG Heuer and Monaco: A Timeless partnership in Formula 1

While the name change might feel like a big deal, TAG Heuer and Monaco have been linked for years. The Swiss watchmaker has been a partner of the Automobile Club de Monaco (ACM) since 2011, with a visible presence at the event. In many ways, this new deal simply makes their relationship official.forrr

For decades, Monaco was one of the few races that controlled its own advertising rights, refusing to follow Formula 1’s global sponsorship model. That independence made it unique, but as the sport becomes more commercially driven, even the most historic circuits are adjusting.

TAG Heuer’s Managing Director, Antoine Pin, has spoken about the brand’s deep connection with Monaco, calling it their “spiritual home”. The race’s precision, endurance, and sheer difficulty align perfectly with what the company stands for, making this partnership feel like a natural fit.

Monaco Grand Prix evolves, but its magic remains

This isn’t the only long-standing tradition Monaco has let go of in recent years. The Grand Prix was famous for its four-day format, with practice starting on Thursday instead of Friday, giving teams a rare break before the intensity of qualifying and race day. That schedule has now been scrapped, bringing Monaco in line with the rest of the calendar.

Another big shift is the date of the race. Traditionally held in late May, Monaco is set to move to June, altering the usual rhythm of the Formula 1 season.

Despite these changes, Monaco remains one of the most iconic, challenging, and desirable races in motorsport. The tight, unforgiving streets, where even the smallest mistake can end a driver’s race, continue to make it a special challenge on the F1 calendar.

Some purists might not love the idea of Monaco becoming more commercial, but at its core, this is still the race every driver dreams of winning, the place where celebrities and racing legends gather, and the ultimate test of precision and skill. The name might be changing, but the magic of Monaco isn’t going anywhere.