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Why Monaco GP's exclusive trophy trunk is now standard in F1… and League of Legends

The Athletic has live coverage from the 2025 Monaco Grand Prix. What do the Olympic flame, Ballon d’Or and Monaco Grand Prix winner’s trophy have in common with multiplayer battle arena game League of Legends? It’s the cases these trophies are delivered in. And, these days, they’re very visible. Since the start of 2025, the […]

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Why Monaco GP's exclusive trophy trunk is now standard in F1… and League of Legends

The Athletic has live coverage from the 2025 Monaco Grand Prix.

What do the Olympic flame, Ballon d’Or and Monaco Grand Prix winner’s trophy have in common with multiplayer battle arena game League of Legends? It’s the cases these trophies are delivered in. And, these days, they’re very visible.

Since the start of 2025, the winning trophy for each Formula One event has been displayed on the grid ahead of the race start, white-gloved attendees at the ready. This is the first year of the partnership between F1 and LVMH, the luxury goods powerhouse that owns brands including Louis Vuitton, Christian Dior and TAG Heuer. But the trophy trunks, which have a deep history dating back to the 1800s, aren’t actually new for the Monaco Grand Prix. Louis Vuitton previously had a race-specific deal with the Automobile Club de Monaco from 2021-2024.

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These trunks are also seen in similar presentation ceremonies across sport. From soccer (with the Ballon d’Or and FIFA World Cup trophies), the rugby union World Cup, tennis (with the Roland Garros and Davis Cup winners’ trophies), and basketball (the NBA’s Larry O’Brien Trophy).

The trophy trunks are handmade at Louis Vuitton’s atelier in Asnières, France, located just outside of Paris. Louis Vuitton, the designer, founded this atelier – an artist’s workshop – in 1859, five years after creating his House and long after he pioneered his now-famous trunk luggage design. The Frenchman spent 17 years perfecting the concept of a flat-topped rectangular trunk, the first of its kind, from which the trophy trunks take their cues. The original design proved easier to stack on ships or trains compared to the domed luggage pieces that were otherwise common in the 1800s. The flat-topped trunks and the distinctive canvas, a resistant and lightweight material to wrap the trunks, were created in 1854.

As rival fashion companies began replicating Vuitton’s idea in their own forms, the House needed to expand the trunk over the years — with a red-stripped canvas coming in the 1870s, a chequered Damier canvas in 1888, and the now iconic monogram in 1896. This was a concept that came a few years after Vuitton’s death. The monogram was designed by his son, Georges Vuitton. In addition to his father’s initials, “abstract floral shapes” are etched on the materials. According to the House, the trunks as we know them today are “virtually identical” to those being produced as early as 1906.


Louis Vuitton’s trophy boxes have been used for multiple events recently (via LVMH)

Some Louis Vuitton’s luggage trunks cost north of $50,000 today. And in 1983, the brand took its iconic concept into the sporting world for the first time — creating a trophy case that looks like a luggage trunk for the America’s Cup in sailing.

This partnership is still going in 2025. Louis Vuitton expanded from there, to even create an E-sports trophy for the League of Legends 2019 World Championships. A year later, it became the NBA’s official trophy travel case provider, housing the Larry O’Brien Trophy given to the winner of the NBA Finals each year. That trunk features details special to the NBA, such as the interior being the league’s dark blue.

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Louis Vuitton created trunks for the 2010, 2014, 2018 and 2022 FIFA World Cup trophies, and the House is poised to have a similar consistency in F1 with LVMH’s 10-year deal. Louis Vuitton’s automotive ties actually date back to 1897, when the House began creating luggage trunks for such travel. In the 1990s, Louis Vuitton also organised its own rally — the Louis Vuitton Classic Run.

Why this matters for F1

First, this is another example the fashion industry’s growing involvement in F1 and how luxury brands are finding ways to invest in the sport’s expanded and more diverse fanbase. H. Moser & Cie is a partner of Alpine, after executives cold-emailed the watch company with the idea of teaming up — according to The Hollywood Reporter. Richard Mille is involved with McLaren and Ferrari, and beauty companies such has Charlotte Tilbury and Elemis have begun investing in F1 Academy and Aston Martin, respectively.

For Louis Vuitton, use of the trophy trunks takes its involvement with F1 beyond simple branding around different parts of the track, as is the case for many of the championship’s other partners. These trunks have become symbolic parts of the pre- and post-race festivities, as individuals don white gloves to carry the trophy case into position at the front of the grid and near where the drivers stand for the host country’s national anthem. It’s a reminder to the drivers — if they really need it — of what’s at stake.

Simply put, this is a visual representation of how F1 has changed under Liberty Media. The LVMH deal meant Rolex stopped being the championship’s official timekeeper at the end of last year — with a TAG Heuer clock now installed at the end of every pitlane instead.

But, in the constant strive for sales, such deals cut both ways. Companies such as Louis Vuitton are now using F1’s reach to find new customers. A report in the New York Times last year stated that “the sports-sponsorship market is expected to grow from $63.1 billion in 2021 to $109.1 billion by 2030 as a host of new sponsors — such as sports betting and streaming giants — buy in.”

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“Exclusivity is the central reputation pillar of all luxury brands,” states a report from London-based media analytics company Commetric. “The illusion of scarcity and rarity is what drives consumer demand towards luxury goods, even more than quality.

“But analysing (conversations on social media platform X), we found that in this case, exclusivity was the least visible LVMH reputation pillar. Instead, the discussions around things like Louis Vuitton medal trays.”


Louis Vuitton’s logo is very visible around F1 this season (Santanu Banik/Speed Media/Icon Sportswire via Getty Images)

The report added that “by being everywhere at such a mass-appeal event, LVMH and its brands conveyed a message that goes against every luxury comms strategy – ‘our products are as accessible as beer and sneakers’. It seems like LVMH is becoming part of a larger strategic push into mass sports by the world’s top luxury companies.

“With the luxury industry in trouble, they realised that a growing share of their business depends on aspirational consumers they can reach through hugely popular events that ditch old-school exclusivity—some 60 per cent of global luxury sales today come from people who spend less than €2,000 a year on luxury goods.”

This is all a far cry from back in 2014, when former F1 supremo Bernie Ecclestone claimed he limited sponsorship signings to those targeted at older customers. He went as far as saying, in a typically combative interview with Campaign Asia-Pacific magazine that “young kids will see the Rolex brand, but are they going to go and buy one? They can’t afford it. Or our other sponsor, UBS – these kids don’t care about banking. They haven’t got enough money to put in the bloody banks anyway. That’s what I think.”

Now, F1’s current custodian, Liberty Media, has greatly expanded its sponsorship portfolio. These days, F1 even has official chocolate and pasta partners — in an effort similar to LVMH to try and reach a new consumer base amid turbulent market pressures.

This explains why longstanding F1 traditions such as the Rolex clock shot at the start of every on-track session have changed. And the championship’s TV cameras are now trained on the race trophy and its case before lights out.

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“This year kicks off our first participation at the Monaco Grand Prix within the Formula One partnership, unveiling, for the first time, our new creative signature along Monte-Carlo’s legendary track, while also celebrating the fifth appearance of our emblematic Trophy Trunk,” said Pietro Beccari, Chairman and CEO of Louis Vuitton, in a written statement to The Athletic.

“We are proud to carry history forward, reaffirming our enduring tradition of accompanying champions, as we did for prestigious sport events, such as the Australian Open, the Ballon d’Or, and the Paris 2024 Olympic Games.”

(Top photo: Song Haiyuan/MB Media/Getty Images)

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Thomas Named Big West Men’s Field Athlete of the Year

Story Links IRVINE, Calif. – The Big West announced its 2025 Track & Field Awards on Friday. To no surprise, decathlete Brad Thomas was named Men’s Field Athlete of the Year.   After his record performance at the Big West Championships Multis, it was only fitting that Thomas received this honor. With […]

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IRVINE, Calif. – The Big West announced its 2025 Track & Field Awards on Friday. To no surprise, decathlete Brad Thomas was named Men’s Field Athlete of the Year.
 
After his record performance at the Big West Championships Multis, it was only fitting that Thomas received this honor. With a podium finish in nine of the 10 events, including four first-place finishes, he ended with 8,108 points—a school, meet, and overall conference record. Naturally, he finished first in the Decathlon and was named Men’s Field Athlete of the Meet.
 
Outside of the Big West, Thomas wrapped up his phenomenal senior season last week at the NCAA Championships in Eugene, Oregon. His second-place finish of 7,888 points etched his name in history as UC Santa Barbara’s highest-placing decathlete ever. With the top-eight finish, he also earned All-America First Team distinction.
 

Thomas becomes the first Gaucho Men’s Track & Field member to receive a Big West end-of-season individual award since Shyan Vaziri won Track Athlete of the Year in 2016. He is the first Gaucho to ever win Big West Men’s Field Athlete of the Year.
 



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Spartans win boys state volleyball championship | Sports

De Smet Jesuit beat St. Louis University High at the Show Me Center in Cape Girardeau to win the state volleyball championship. (Photo provided) Photo provided The De Smet Jesuit Spartans ended a 34-1 season by winning the Missouri boys volleyball championship. De Smet swept St. Louis University High in straight sets 25-14, 25-19, 25-19 […]

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DeSmet state champs

De Smet Jesuit beat St. Louis University High at the Show Me Center in Cape Girardeau to win the state volleyball championship. (Photo provided)




The De Smet Jesuit Spartans ended a 34-1 season by winning the Missouri boys volleyball championship.

De Smet swept St. Louis University High in straight sets 25-14, 25-19, 25-19 at the Show Me Center in Cape Girardeau.

It also was the 200th career victory for coach Tim Haffner.

This was the first state-recognized championship for De Smet. Last season was the first year the Missouri State High School Activities Association officially recognized volleyball as a sport for boys. Before, it was a club sport featuring mainly teams in the St. Louis area.

As a club team, the Spartans won three state titles, with the last one happening in 2023.

“This year the players and I knew that we were going to have a good team,” Haffner said. “We only graduated two guys last year, so we had a lot returning that saw a lot of playing time last season. I knew that experience would serve us well this year. 

“For me, the question wasn’t if we would be good. The question was just how good we would be. I knew we had a high ceiling.”

The Spartans featured eight seniors this spring.

The lone loss came April 2, at Marquette in five sets.

“The Marquette match was a good one. I thought we played well overall,” Haffner said. “Marquette was also a senior-heavy team that had a lot of experience.”

When postseason play began, the Spartans rolled everyone. De Smet didn’t lose a set.

“On paper, it certainly looked like we were dominant with the way every match was 3-0 in the postseason,” Haffner said. “But the reality was that we played well in the first set in only one playoff game, which was the state final.”

In topping SLUH, the Spartans also defeated a conference rival. 

“The players on the two teams know each other so well through club volleyball. The stage was set for a massive game,” Haffner said. “The team came out with a ton of confidence and executed the game plan so well. 

“We were all happy to win the title, but I think we were also so happy with the way we won it.  It was our best game of the season.”

Getting win No. 200 was important for Haffner.

“It’s special to get to a big number no matter what it is. And I reached 100 when this senior class were freshman,” Haffner said. “Riley (Massey) and Evan (Strahlendorf) were on that team. It is special to have the memory of 100 and 200 with them.”

Haffner now has coached two teams to state titles. He won state in 2021 leading Cor Jesu and now with the boys in 2025. 

“I am really proud of the way those teams bought in on caring about their teammates on and off the court. They were great friends,” Haffner said. “And there is no doubt that led to our success. 

“I have been really lucky to be at the schools, coaching at the right time to have those players.”



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Michael Kelly departs USF for Navy athletic director role

Michael Kelly, who has led the University of South Florida Athletics since 2018, is stepping down to become the athletic director at the United States Naval Academy. During his seven years at USF, Kelly expanded the program to 21 varsity sports and led the Bulls to 21 American Athletic Conference team championships. Under his leadership, […]

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Michael Kelly, who has led the University of South Florida Athletics since 2018, is stepping down to become the athletic director at the United States Naval Academy.

During his seven years at USF, Kelly expanded the program to 21 varsity sports and led the Bulls to 21 American Athletic Conference team championships. Under his leadership, the school saw the addition of women’s lacrosse and beach volleyball, and several national accolades, including two NCAA championships and more than 30 NCAA postseason appearances.

Michael-Kelly-usf
Michael Kelly

Kelly also spearheaded the launch of USF’s on-campus stadium, a $348.5 million project slated to open in 2027, while nearly doubling the athletic department’s budget and securing over $100 million in philanthropic gifts, according to a statement.

“This isn’t about leaving South Florida, it’s about the chance to serve a place that’s long been meaningful to me,” Kelly said. “I’m deeply proud of what we’ve built together.”

USF President Rhea Law praised Kelly’s legacy: “He supported our students, coaches, alumni and fans like a family. That culture of success is among the highlights of his leadership.”

Jay Stroman, chief executive officer of the USF Foundation and co-chair of the stadium project, will serve as interim vice president for athletics.

Further details on the search for a permanent successor are expected in the coming weeks.



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210 fall athletes to watch over 70 days – Monterey Herald

Laird Welch, Stevenson water polo: Having produced over 100 goals in each of the last two years, the senior will look to make it three straight seasons over the century mark. Blessed with a powerful arm outside the 2-meter position, Welch is a two-time Gabilan Division co-Offensive Player of the Year, and one of the […]

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Laird Welch, Stevenson water polo: Having produced over 100 goals in each of the last two years, the senior will look to make it three straight seasons over the century mark.

Blessed with a powerful arm outside the 2-meter position, Welch is a two-time Gabilan Division co-Offensive Player of the Year, and one of the Pirates better defenders.

Kevin Azpeitia, Marina cross country: The Mariners historic run to the program’s first Gabilan Division and Central Coast Section titles last fall started with Azpeitia.

The distance ace was the runner-up at the Gabilan Division finals, then led a parade of Mariners across the finish line in capturing the CCS Division IV team championship.

Harper Szpur, Pacific Grove golf: Finishing in the upper third of the Central Coast Section finals last fall, Szpur is a returning all-leaguer for the Breakers.

The senior earned medalist honors for Pacific Grove throughout the season, improving her range and accuracy in the off-season.



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Harrison Adds Four to Sports Performance Staff

Story Links CLARKSVILLE, Tenn. – Austin Peay State University Assistant Director of Athletics for Sports Performance Medgar Harrison added Assistant Sports Performance Coaches Austin Van Buskirk and Michael Fiorito and graduate assistants Alan Anderson and Austin Okruta to his staff ahead of the 2025-26 academic year. “In the ever-evolving landscape of college athletics, […]

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CLARKSVILLE, Tenn. – Austin Peay State University Assistant Director of Athletics for Sports Performance Medgar Harrison added Assistant Sports Performance Coaches Austin Van Buskirk and Michael Fiorito and graduate assistants Alan Anderson and Austin Okruta to his staff ahead of the 2025-26 academic year.

“In the ever-evolving landscape of college athletics, change is both constant and necessary,” said Harrison. “Over the past 30 days, we’ve seen the departure of six valued staff members, each of whom contributed significantly to the development of our student-athletes and the success of our programs. We thank them for their dedication and wish them continued success in their next chapters. At the same time, I’m excited to announce the addition of four dynamic new professionals to our sports performance team. Each brings unique experiences, fresh energy, and a shared commitment to helping our student-athletes thrive both on and off the field. Their arrival marks a new chapter for our department—one filled with innovation, collaboration, and an unwavering focus on performance, health, and development.

“We are moving forward with great momentum, and I am confident that this team will not only meet the demands of our growing programs but will also help shape the future of sports performance department at APSU.”

Van Buskirk remains on Harrison’s staff after serving as a volunteer assistant last season while working with the Governors. baseball and track programs.

In addition to his duties for APSU in 2024-25, Van Buskirk also served as a strength and conditioning coach for the 101st Airborne Division on Fort Campbell since July 2023, where he was attached to 1st Brigade, working alongside the 2-32 field artillery regiment and the 2-327 infantry battalions. He helped develop and coach platoon-sized element strength and conditioning programs and supported physical training leaders in managing a battalion of 600-plus soldiers, collaborated with health professional staffs, created and ran Air Assault Prep Academy within the battalion, and more.

Prior to arriving at Fort Campbell, Van Buskirk was a strength and conditioning intern at Ohio State, Aug. 2022-Jan. 2023, working with the 12 Buckeyes programs, where he led team warms ups, recovery sessions, and worked with injured student-athletes’ rehabilitation.

Van Buskirk began his career as an Air Force ROTC in Bowling Green, Ohio, where he completed a semester’s worth of coaching and programming for 80 cadets.

Van Burskirk earned his bachelor’s degree from Bowling Green in 2021 and graduated with his master’s from Concordia of Chicago in 2023.

Fiorito comes to Clarksville after serving as a Strength and Conditioning Assistant for the Tampa Bay Buccaneers since April 2024, working alongside the Buccaneers’ head of strength and conditioning, Anthony Piroli, in Tampa Bay’s performance rehab department.

In addition, Fiorito also assisted with practice and pregame dynamic warm-up groups, utilized key performance indicators to prescribe and implement programming at the positional and individual levels, and more.

Prior to his time in Tampa, Florida, Fiorito was an Assistant Strength Coach and Recreational Center Coordinator at the New Mexico Military Institute, Jan.-April 2024, where he was responsible for the direct development and implementation of year-long performance training programs for the Broncos’ baseball, basketball, and cross country teams. He also assisted the head strength coach in the programming and execution of training programs for the football and volleyball programs. 

Fiorito’s first postgraduate experience came as an NFL Bill Walsh Fellowship Strength Intern for the Buccaneers, July-Sept. 2023, where he met daily with the Director of Sports Performance Rehab, led groups through gameday and pre-game warmups and activations, and more.

He served as a graduate assistant for Toledo’s football team, Aug. 2021-June 2023, leading in-season lifts for developmental groups, trained incoming freshman and pro day athletes, and created and led high needs program for athletes to achieve better exercise technique and general mobility. He began his career as an intern for Cincinnati’s football team.

Fiorito earned his bachelor’s degree from Illinois State in 2021 and his master’s from Toledo in 2023. 

Okruta joins Harrison’s staff after previously serving as a strength and conditioning intern for Pittsburg’s football team since Jan.

While with the Panthers’ he helped to set up and break down daily lifts, direct injured student-athletes through their return-to-play progression, demonstrating lifts and drills, and assisted in Pro Day training.

 Okruta began his strength and conditioning career at the NST Sports Performace in Twinsburg, Ohio as an intern where he assisted in training, ran drills, and more.

Okruta graduated from Kent State in Aug. 2024 and currently is working towards his Certified Strength and Conditioning Specialist certification.

Anderson remains on Harrison’s staff after previously serving as a strength and conditioning coaching intern since July 2024, where he primarily worked with the Governors’ baseball, softball, and track and field programs.

Anderson served in the 101st Airborne Division, 2021-25. During his time in the Army, Anderson served as a Brigade Innovations Officer, DSSB Battalion Adjutant, TC Executive Officer, and a Maintenance Platoon Leader/Battalion Maintenance Officer. 

Prior to his time on Fort Campbell, Anderson was a member of the Auburn Army ROTC, July 2019-21.

Anderson earned his bachelor’s degree in physical activity and health in May 2021



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Ali Waldon’s fight extends off the volleyball court

TAMPA, Fla. — Like any fine-tuned athlete, Ali Waldon pays attention to the little details.  She knows which one of her two ports the nurse should draw blood from. She knows what medication she’s had and which ones she needs. Waldon’s been poked and prodded so often, she’s lost count. “Sometimes it’s multiple pricks a day,” […]

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TAMPA, Fla. — Like any fine-tuned athlete, Ali Waldon pays attention to the little details. 

She knows which one of her two ports the nurse should draw blood from. She knows what medication she’s had and which ones she needs. Waldon’s been poked and prodded so often, she’s lost count.

“Sometimes it’s multiple pricks a day,” Waldon said.


What You Need To Know

  • Ali Waldon starred on the volleyball court at Clearwater Central Catholic where she won a state championship. She took her talents to Mercer University. 
  •  As Waldon was enjoying playing college volleyball, she began feeling intense pain in her hip. Tests revealed a cancerous tumor.
  •  Since the diagnosis in September, Waldon’s undergone surgery and began chemotherapy treatments.


There is a method to this madness.

And a reason she must endure getting stuck with needles so often. Waldon has cancer. And she is battling this hideous disease the same way she battles on the volleyball court. Persistent hip pain turned out to be osteosarcoma. And with that cancer diagnosis in September, Waldon, and her family’s world was turned upside down.

She had to leave school and her volleyball team at Mercer University to begin treatment. She’s had surgery. She’s had doses of chemotherapy. She’s lost her hair and her eyebrows. But she hasn’t lost her drive.

“You do what you have to do to do,” she said. “Not without complaints, kind of.”

That’s the attitude of an athlete. Ali starred on the volleyball court at Clearwater Central Catholic where she helped the Marauders win a state championship in 2022. She took her talents to Mercer where she made an immediate impact for the Bears. When cancer sidelined her, Waldon’s teammates rallied around her.

But it’s Waldon who has rallied and set the tone.

“She’s handled this better than probably most adults would,” her mother Julie Rodgers said. “And has always had just a really positive attitude and just a light through all of it.”

Cancer’s shown Waldon how independent she is. It’s also shown how resilient and what a fighter she is. Ali knew she was tough. Now she’s showing cancer just how tough.

“I have a greater appreciation for all the nurses and doctors that have helped me,” she said. “I try to be an easy patient and just make their day a little bit better.”



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