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Monaco Grand Prix will undergo a major change in 2025 when TAG Heuer becomes its first title sponsor.
Credit : Shutterstock, Jay Hirano
It will be the first ever time that the race has a sponsor. The official name of the race is now “Formula 1 TAG Heuer Grand Prix of Monaco”. It’s an important change for a Grand Prix, which has always stood out from the crowd and resisted the commercial branding that is seen in other F1 venues. Monaco is adapting as the sport evolves and sponsorship plays an increasingly important role.
TAG Heuer and Monaco – A Timeless Partnership in Formula 1
TAG Heuer’s name change is a big deal. However, Monaco and TAG Heuer have been connected for years. The Swiss watchmaker is a partner of Automobile Club de Monaco since 2011 and has a visible presence during the event. In many ways this new deal is just a formalization of their relationship.
Monaco has been one of the only races in history to have its own advertising rights. It refused to adopt Formula 1’s global sponsorship model. This independence made Monaco unique. However, as the sport has become more commercialized even the most historical circuits must adapt.
Antoine Pin has described Monaco as the “spiritual heart” of TAG Heuer. The precision, endurance and sheer difficulty of the race aligns perfectly with TAG Heuer’s values, so this partnership feels like a natural match.
Monaco Grand Prix changes, but its magic is still there
Monaco has also abandoned other long-standing traditions in recent years. Grand Prix practice began on Thursday, not Friday as was customary, which gave teams an opportunity to relax before the intense qualifying and race days. Monaco has been brought in line by scrapping the four-day format.
The date of the race is another big change. Monaco, which is usually held in May, will now be moved to June. This will change the rhythm of Formula 1’s season.
Monaco remains one the most iconic, challenging and desired races in motorsport despite these changes. Monaco’s tight, unforgiving roads, where the smallest mistake could end a race, make it one of the most challenging races on the F1 calendar.
Although some purists may not like the idea that Monaco is becoming more commercialized, at its core it remains the race where every driver dreams to win, the place celebrities and racing legends congregate, and the ultimate challenge of skill and precision. Monaco may be changing its name, but it’s still the same magical place.
