Sports

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

Published

7 months ago

May 25, 2025

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.

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.

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.”

“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.

“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)

Sports

Nebraska finishes No. 3 in final AVCA Coaches Poll

Published

29 minutes ago

December 23, 2025

Your Sports Nation

LINCOLN, Neb. (KOLN) – Nebraska volleyball closed the season ranked No. 3 in the final AVCA Coaches Poll, finishing 33–1 after spending the entire season atop the rankings before the postseason.

Texas A&M rose to No. 1 in the final poll after winning the national championship over Kentucky. The Aggies earned 61 first-place votes and 1,525 points to finish 29–4, while Kentucky ends the year ranked second at 30–3 as the national runner-up.

Pittsburgh and Wisconsin round out the top five, with Wisconsin making a five-spot jump to finish No. 5. Creighton closes the season ranked No. 10 at 28–6, while Cal Poly enters the final Top 25 at No. 21 after being unranked last week.

Penn State fell out of the Top 25 despite receiving votes, marking the program’s first absence from the final poll since 1988 and ending a streak of 565 consecutive weeks ranked.

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Best Athens-area high school volleyball players for the 2025 season

Published

46 minutes ago

December 23, 2025

Your Sports Nation

Dec. 23, 2025, 4:02 a.m. ET

Next up for the fall all-area series is volleyball.

One Athens-area high school volleyball team made history this season as Oglethorpe County returned from Cartersville with its first ever state title. The 3-seeded Patriots defeated Bremen in the 1A championships, 3-1, to finish the season 32-8 overall.

In GHSA, Jefferson and Oconee County made it to the 3A quarterfinals, while Athens Academy, Jackson County and North Oconee were eliminated in their respective second rounds and Apalachee, Commerce, East Jackson and Prince Avenue Christian succumbed in their respective first rounds.

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Sports

KSR Today: Volleyball Ends, Basketball Rolls On

Published

3 hours ago

December 23, 2025

Your Sports Nation

Good morning, KSR readers. It’s Monday morning of Christmas week. Can you believe it? Ready or not, it’s here, so get that last-minute shopping in. Maybe I’ll see you out there, right after I get these decorations put up.

In addition to Christmas anxiety, we’re coming off an emotional weekend in Big Blue Nation. Sunday didn’t pan out the way we hoped in the NCAA Volleyball Final Four, but Saturday in Atlanta gave us some excitement with Mark Pope’s Wildcats finally getting a top-25 win in the CBS Sports Classic, leaning on the depth of a full roster.

There is more UK fun ahead, so what do you say we catch up on everything as the holidays close in? And let me know if you have any last-minute shopping ideas, or if you want to put the ornaments on my Christmas tree.

Kentucky Volleyball swept by A&M in the NCAA Championship

This one was tough to wrap your head around. Kentucky Volleyball‘s incredible season came to a disappointing end Sunday in Kansas City, as the Wildcats were swept 3-0 by Texas A&M in the NCAA Championship match. It never felt like this was how it was supposed to end. Kentucky had set point in the opening set at 24-23, but Texas A&M closed on a 3-0 run, and it was all Aggies from there.

The Wildcats struggled to find their rhythm after that moment during one of the worst performances of the season. A&M was the far better team for the afternoon and had the majority of the crowd, winning the final two sets 25-15 and 25-20. The loss snapped a 27-match winning streak and was a shocking finish for a team that had been so steady and dominant all season, and was favored to win.

Still, Craig Skinner’s NCAA runner-up group deserves appreciation. Kentucky finishes 30-3, swept the SEC regular season and tournament titles, and reached the national championship for the second time in program history. Yeah, the ending hurt, but the Wildcats brought a lot of joy and excitement to the fan base, and the program is built to be back on this stage again next season. Sunday’s final still stings for now, though.

Mark Pope’s Wildcats host Bellarmine in Rupp Arena tomorrow

Now at full strength, Kentucky Basketball returns to Rupp Arena tomorrow for a pre-Christmas matchup with Bellarmine, looking to keep momentum rolling before the short holiday break. The Wildcats have won three straight games, including wins over Indiana and St. John’s, and are starting to look more comfortable on both ends of the floor after a disappointing start to the year.

Bellarmine, ranked No. 260 in KenPom, catches Kentucky at a bad time. However, the Knights also snapped out of a recent funk with a 15-point win over Chattanooga. Bellarmine is 5-6 entering Tuesday’s game, set for 1 p.m. in the afternoon. It’s a streaming-only game on SEC Network+.

Q&A with Jayden Quaintance and Kam Williams

Fresh off his Kentucky debut, Jayden Quaintance gets a turn at the podium to preview Kentucky’s next game. He and Kam Williams, who also starred in Saturday’s comeback win, will take questions about the matchup with Bellarmine and the upcoming holiday break. You can watch those conversations here at KentuckySportsRadio.com later today.

Hear from Mark Pope during his call-in show

After Quaintance and Williams speak for the locker room, Mark Pope will sit down with Tom Leach for his Monday night call-in radio show. Hear from Pope at 6 p.m. on the UK Sports Network, as he recaps the win over St. John’s and more on the team’s three-game winning streak.

Kentucky climbing the NET, maybe the Top 25

With Saturday’s win, Kentucky climbed the NET Rankings up to No. 23. Later today, we’ll find out if the win was enough to move the Wildcats back into the Top 25 polls. The AP and Coaches’ polls update around lunchtime for both men’s and women’s college basketball. Kenny Brooks’ squad enters the new week ranked No. 12/13.

Will Stein’s first coaching staff is taking shape

Will Stein is a busy man, balancing two jobs this holiday season. On Saturday, his Oregon Ducks scored 51 points in their first College Football Playoff game. Then on Sunday, news spread of Stein’s latest hire for his first staff in Lexington.

Former Cal assistant Allen Brown will serve as Kentucky Football‘s cornerbacks coach. Brown replaces Chris Collins, who joins Brad White and Jon Sumrall at Florida, and rounds out Stein’s list of assistant coaches for his first season at UK:

Joe Sloan: Offensive Coordinator
Jay Bateman: Defensive Coordinator
Cutter Leftwich: Offensive Line
Kolby Smith: Running Backs
Justin Burke: TBA
Joe Price III: Wide Receivers
Josh Christian-Young: Safeties
Anwar Stewart: Defensive Line
Tony Washington Jr: Pass Rushers
Allen Brown: Cornerbacks

Former Cal assistant to coach Kentucky’s cornerbacks

Tune in to KSR at 10 a.m.

Matt Jones hosts today’s show from New Orleans, where he will call his first football game for ESPN Radio tomorrow. Joining him via technology are Ryan Lemond and me in Lexington, and Shannon The Dude in Louisville. Together, we’ll recap the high and low weekend from 10 a.m. to noon. Go Cats.

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Sports

South Dakota earns three Summit League Academic All-League selections

Published

3 hours ago

December 23, 2025

Your Sports Nation

SIOUX FALLS, S.D. — South Dakota volleyball’s Avery Van Hook, Kamryn Farris and Amanda Loschen were named to the Summit League Volleyball Academic All-League team, announced the league office Monday.

South Dakota accounted for three of the seven spots on the Academic All-League team and was the only program to have multiple athletes named to the team. Van Hook has been named to the Academic All-League Team in consecutive seasons, while Farris and Loschen appeared on the team for the first time in their career.

The three Coyotes were also named to the 2025 CSC Academic All-District Team.

To be eligible for the Academic All-League team, a student-athlete must have a cumulative GPA of at least 3.30 (on a 4.0 scale), completed at least one full academic year at the current institution and participated in 50 percent of their team’s competitions.

Nominations are brought forth by sports information directors from the league’s participating members, and voting is conducted by both SIDs and FARs. The teams are made up of ten student-athletes receiving the most votes with all ties standing.

2025 Summit League Volleyball Academic All-League Team

Name	School	Yr.	Pos.	GPA	Major
Ally Barth	NDSU	Sr.	MB	3.94	Management Communication
Kamryn Farris	South Dakota	Sr.	DS	3.75	Business
Avery Van Hook**	South Dakota	Jr.	S	3.87	Kinesiology & Sport Management
Kali Jurgensmeier**	Omaha	Sr.	OH	3.82	Biology
Amanda Loschen	South Dakota	Jr.	MB	3.86	Medical Biology
Lauren Perugini**	North Dakota	Jr.	OH	4.00	Dietetics
Joslyn Richardson**	SDSU	Jr.	DS	4.00	Construction Management

*Career Academic All-League honors

Stay up to date with all things Coyotes by following South Dakota Athletics on Facebook /SDCoyotes, X (Twitter) @SDCoyotes, and Instagram @sdcoyotes! #GoYotes x #WeAreSouthDakota

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Tomashek named GLIAC Offensive Player of the Week

Published

7 hours ago

December 23, 2025

Your Sports Nation

HOUGHTON, Mich. – Michigan Tech men’s basketball senior Marcus Tomashek has been named the GLIAC Offensive Player of the Week for week six, the league office announced on Monday.

The honor marks the ninth of his career and the first of his senior season.

Tomashek, a standout from Green Bay, Wisconsin, averaged 30.5 points, 5.5 assists and 2.5 rebounds to lead the No. 9 nationally-ranked Huskies to win over Florida Tech (64-52) before blitzing the high-flying offense of the Lynn Fighting Knights (105-67) at the Florida Tech Christmas Classic over the weekend to wrap non-conference play with a 11-1 record overall.

In the largest scoring game against a Division II opponent in over 15 years, Tomashek netted a season-high 39 points in the 105-67 win on 14-21 from the field and 11-17 from 3-point land, breaking the school record for single-game 3-point field goals made, surpassing fellow Husky All-Americans Kyle Monroe and Ben Stelzer. He also added four assists that helped the Huskies break the team record for most 3-point field goals made with 23.

Tomashek finished the weekend shooting 54.1 percent from the field (20-37), 50 percent from long range (14-28) and a perfect 7-7 from the charity stripe.

The Huskies resume GLIAC play next weekend, hosting Grand Valley State Thursday and Davenport on Saturday.

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SCAC Announces 2025 Fall All-Sportsmanship Teams

Published

7 hours ago

December 23, 2025

Your Sports Nation

SUWANEE, Ga. — The Southern Collegiate Athletic Conference (SCAC) today announced its 18th annual fall All-Sportsmanship teams. A total of 63 student-athletes – the most since 2011-12 – were selected to the 2025 squad in the sports of men’s cross country, women’s cross country, football, men’s soccer, women’s soccer and volleyball.

Since the inaugural All-Sportsmanship teams were honored in the fall of 2008, the SCAC has recognized over 2,500 student-athletes who each, in his or her own way, has displayed the league’s core belief in the value of honorable conduct.

For this year’s selections, each conference head coach was asked to elect one member from his or her team who displayed good sportsmanship throughout the season.

The 2025 SCAC All-Sportsmanship honorees for the fall sports season are listed below:

2025 All-Sportsmanship Men’s Cross Country Team
Centenary College – Zack Wroten, Fy., Benton, Louisiana
Colorado College – Luc Santos, Sr., Exeter, New Hampshire
Concordia University (Texas) – Gerardo Leal, Fy., Dallas, Texas
University of Dallas – Martin Lane, So., Hot Springs, South Dakota
Hendrix College – Davin Barragan, Fy., Hot Springs, Arkansas
LeTourneau University – Austin Jett, Jr., Magnolia, Texas
McMurry University – Roman Perez, Sr., Big Spring, Texas
University of the Ozarks – Daniel Sanderson, Sr., Clarksville, Arkansas
Schreiner University – Sean Dansby, Jr., Pasadena, Texas
University of St. Thomas – Mason McFeeters, Jr., Lake Jackson, Texas
Texas Lutheran University – Peyton Bristow, Fy., Round Rock, Texas

2025 All-Sportsmanship Women’s Cross Country
Centenary College – Grayson Shugart, So., McKinney, Texas
Colorado College – Brooktie Frogge, Sr., Nashville, Tennessee
Concordia University (Texas) – Camille McWhorter, Jr., Humble, Texas
University of Dallas – Teresa Chshen, Jr., River Ridge, Louisiana
Hendrix College – Pippy Newell, Fy., Owasso, Oklahoma
LeTourneau University – Alayna Galloway, Sr., Montgomery, Texas
McMurry University – Madison Soultanova, Sr., Jacksonville, Texas
University of the Ozarks – Chloe Weathers, Sr., Clarksville, Arkansas
Schreiner University – Piper Hoeke, So., Boerne, Texas
University of St. Thomas – Alejandra Ramon, Jr., Klein, Texas
Texas Lutheran University – Audrey Malbrough, So., Selma, Texas

2025 All-Sportsmanship Football
Austin College – Evan Dennis, Sr., McKinney, Texas
Centenary College – Gideon Bowman, So., Destrehan, Louisiana
Hendrix College – Auvic White, Sr., Munford, Tennessee
Lyon College – Grayson Johnson, Jr., Anniston, Alabama
McMurry University – Kimani Smith, Sr., Austin, Texas
Texas Lutheran University – Anthony Ortegon, Jr., Houston, Texas

2025 All-Sportsmanship Men’s Soccer
Austin College – Justin Ajdukovich, Sr., Frisco, Texas
Centenary College – Joshua Mensah, So., Baton Rouge, Louisiana
Colorado College – Will Jones, So., Colorado Springs, Colorado
Concordia University (Texas) – Steven Dolan, Jr., Bellevue, Washington
University of Dallas – Josh Longlois, So., Houston, Texas
Hendrix College – Charlie Mata, Sr., Houston, Texas
LeTourneau University – Nate Bransford, Sr., Kijabe, Kenya
McMurry University – Abel Gonzalez, Fy., Dallas, Texas
University of the Ozarks – Hunter Robert, Sr., Montgomery, Texas
Schreiner University – Derek Toney, Fy., San Antonio, Texas
University of St. Thomas – Elijah Flores, Sr., Missouri City, Texas
Texas Lutheran University – Preston Huff, Sr., Houston, Texas

2025 All-Sportsmanship Women’s Soccer
Austin College – Lynna Martin, Fy., Paris, Texas
Centenary College – Anna Hobart, Fy., Natchitoches, Louisiana
Concordia University (Texas) – Lilianna Cherry, Jr., Kingwood, Texas
University of Dallas – Kit Gibbons, Sr., Tomball, Texas
Hendrix College – Ella Kelly, Sr., Webster Groves, Missouri
LeTourneau University – Clarissa Martinez, Sr., Richwood, Texas
McMurry University – Alexandria Flores, Jr., San Angelo, Texas
University of the Ozarks – Jayden Vazquez, So., Dardanelle, Arkansas
Schreiner University – Aspen Ulibarri, So., Clovis, New Mexico
University of St. Thomas – Bre Medina, Fy., Pearland, Texas
Texas Lutheran University – Alysa Marquez, Jr., Miami, Florida

2025 All-Sportsmanship Volleyball
Austin College – Selah Coleman, Sr., Houston, Texas
Centenary College – Hannah Dimmel, Jr., Navasota, Texas
Colorado College – Meghan Gannon, Jr., Cleveland, Ohio
Concordia University (Texas) – Camryn Parker, Sr., Garland, Texas
University of Dallas – Breana Timms, Fy., Mansfield, Texas
Hendrix College – Lily Meyer, Sr., Omaha, Nebraska
LeTourneau University – Emma Smith, Sr., San Antonio, Texas
McMurry University – Jalie Miller, So., Rockwall, Texas
University of the Ozarks – Claire Zeiler, Fy., Paris, Arkansas
Schreiner University – Emma Frye, Jr., Tigard, Oregon
University of St. Thomas – Madi Baker, Jr., Rancho Cucamonga, California
Texas Lutheran University – Ryann Ely, Sr., Montgomery, Texas

To view an archive of past All-Sportsmanship teams, click here.

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