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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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PHOTO GALLERY: Summer Bash at Brite Lake offers cool time | Lifestyle

Families enjoyed games, food and lots of great music Saturday as Tehachapi Valley Recreation & Park District hosted its Summer Bash at Brite Lake. Several families came from Ridgecrest and Rosamond, saying they came to “cool off” from the summer heat of the flat lands. As a cool evening breeze came off the lake, attendees […]

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Families enjoyed games, food and lots of great music Saturday as Tehachapi Valley Recreation & Park District hosted its Summer Bash at Brite Lake. Several families came from Ridgecrest and Rosamond, saying they came to “cool off” from the summer heat of the flat lands.

As a cool evening breeze came off the lake, attendees played beach volleyball, horseshoes, balloon tennis or tossed bean bags in a cornhole competition. They ate. They listened to local band “42 Out,” so named as its members live in the Tehachapi area, which just happens to be 42 miles from Bakersfield.

Along with TVRPD, the afternoon had a corporate sponsor, Tehachapi Cement Co.



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Wealth Management Strategies for High

The 2025 Wimbledon Championships underscored a stark reality for high-profile athletes: the UK’s aggressive tax regime for non-residents is reshaping how they manage their wealth. With prize money surging to £3 million for singles champions—only to face a 43% tax bite—the pressure on athletes to optimize their financial strategies has never been higher. For investors […]

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Wealth Management Strategies for High

The 2025 Wimbledon Championships underscored a stark reality for high-profile athletes: the UK’s aggressive tax regime for non-residents is reshaping how they manage their wealth. With prize money surging to £3 million for singles champions—only to face a 43% tax bite—the pressure on athletes to optimize their financial strategies has never been higher. For investors and wealth managers, this environment presents both challenges and opportunities to design tax-efficient portfolios that align with the unique needs of global celebrities and athletes.

The New Tax Landscape: A Heavy Burden, a Steep Price

The UK’s taxation of non-residents on Wimbledon earnings is a masterclass in fiscal rigor. Singles champions, for instance, face a £1.3 million tax bill on their £3 million prize, with nearly the entire sum taxed at the 45% Additional Rate due to the absence of a personal allowance. Even first-round losers see over 40% of their £66,000 payout whisked away in taxes. Add sponsorship income and image rights tied to the tournament—also taxable—and the financial strain becomes clear.

The reveals a stark contrast: while the UK imposes a 45% rate on top earners, Monaco charges zero income tax for residents. This disparity explains why athletes like Jannik Sinner, based in Monaco, face minimal UK tax leakage, whereas others from high-tax jurisdictions like Poland or the U.S. endure double whammy deductions.

Beyond Prize Money: Sponsorships and Global Reporting

The UK’s reach extends beyond direct earnings. Sponsorship deals and global endorsement contracts tied to Wimbledon participation are now subject to scrutiny. For example, a player’s £10 million global endorsement deal might see a portion taxed in the UK if promotional activities occur during the tournament. Combined with stringent reporting requirements—non-residents must file annual tax returns—the burden of compliance adds another layer of complexity.

Tax-Efficient Strategies: Mitigating the Fiscal Headwinds

For wealth managers, the solution lies in a multi-pronged approach:

  1. Jurisdictional Arbitrage:
    Offshore residency in low-tax jurisdictions like Monaco or Singapore can dramatically reduce tax exposure. Athletes domiciled in these regions avoid the UK’s punitive rates, as seen in Jannik Sinner’s case.

  2. Structuring Income Through Trusts and Entities:
    Using trusts or offshore companies to hold sponsorship income can shield assets from aggressive UK taxation. For example, routing earnings through a Luxembourg-based entity might reduce the taxable footprint in the UK.

  3. Deductions Optimization:
    Maximizing allowable expenses—such as travel, coaching fees, and agent commissions—can lower taxable income. However, athletes must meticulously document these costs to avoid disputes.

  4. Tax-Advantaged Investments:
    Allocating capital to tax-efficient vehicles like real estate investment trusts (REITs) or dividend-paying stocks in tax-friendly regions can minimize liabilities. The highlights the growing demand for professional tax planning, a sector poised for expansion.

Investment Opportunities in the Tax Complexity Era

The rise in tax challenges for athletes creates niches for investors:

  • Tax Advisory Services: Firms specializing in cross-border tax planning (e.g., PwC’s Global Mobility Services) are likely to see sustained demand.
  • Offshore Financial Centers: The shows regions like the Cayman Islands or Jersey growing at 2-3% annually, driven by demand for wealth management solutions.
  • Real Estate in Tax-Friendly Jurisdictions: Properties in low-tax areas—such as Monaco’s luxury apartments or Singapore’s high-rise condos—could attract athletes seeking both residency and investment returns.

Conclusion: Balancing Prestige and Profit

While Wimbledon’s allure ensures athletes will continue competing there, the financial stakes demand proactive wealth management. Investors should focus on tax-efficient structures, jurisdictional optimization, and professional advisory services to help clients navigate this landscape. For athletes, the path to preserving wealth lies not just in winning titles but in mastering the tax codes that follow them across the globe.

In an era where tax regimes are as dynamic as the athletes themselves, the winners will be those who turn fiscal complexity into strategic advantage.

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New ASAS Chief Unveils Plans For Equitable Coaching

KUCHING: The newly elected President of the Amateur Swimming Association of Sarawak (ASAS), Tan Kun Gee, has unveiled an ambitious roadmap for 2025-2026, focusing on rural development, coach mobility, and broader participation in competitive swimming and water polo. Tan thanked ASAS members for their trust and support and called on the newly elected committee to […]

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KUCHING: The newly elected President of the Amateur Swimming Association of Sarawak (ASAS), Tan Kun Gee, has unveiled an ambitious roadmap for 2025-2026, focusing on rural development, coach mobility, and broader participation in competitive swimming and water polo.

Tan thanked ASAS members for their trust and support and called on the newly elected committee to work closely together for the continued growth of Sarawak swimming and water polo.

“It’s my privilege to be elected as President for 2025 and 2026. Let’s work together closely for our Sarawak swimming and water polo sports,” he told Sarawak Tribune when contacted.

At the heart of his vision is a proposed five-year development plan to be submitted to the Sarawak Sports Corporation (SSC), aimed at creating structured swimming programmes in rural areas.

The plan includes efforts to set up swimming clubs or associations in every division of Sarawak and to open ASAS affiliation to all interested swimming bodies.

To encourage broader participation, he announced that all swimming competitions would be open to Sarawak swimmers, with a particular push for more entries into key events like the Malaysia Invitational Age Group (MIAG), Malaysia Open, and international meets.

The manifesto includes a transparent registration system for officials, coaches, and swimmers, along with plans to secure long-term sponsorships to support national-level athletes and provide incentives for clubs and coaches.

Among the most significant reforms is a commitment to decentralise coaching resources.

He said foreign coaches engaged by ASAS should not be stationed in Kuching alone but should travel across Sarawak to train swimmers in every division.

“It’s not fair to fix the coach in Kuching. The coach needs to move around Sarawak to train all swimmers,” he said.

Tan proposed rotating the hosting of major competitions like the Wong Soon Kai (WSK) meet and assisting in the upgrade of pool facilities outside of Kuching.

Technical officials and coaches will also be rotated for key meets such as MIAG, Malaysia Open, Borneo Games, and SUKMA to ensure equal exposure and development opportunities statewide.

Looking ahead, he expressed a strong interest in organising overseas training programmes for Sarawak swimmers and hosting more national and international events for swimming, diving, and water polo.

To increase public visibility and engagement, ASAS will launch a Facebook page to promote aquatic sports and achievements.

He also floated the idea of rebranding the association from ASAS to Sarawak Aquatics to reflect a more inclusive, modern identity.

In addition, he proposed closer coordination with the state education sports body to support swimmer selection for the MSSM (Malaysia Schools Sports Council) through dedicated state-level competitions.

“Yearly technical official and coaching courses will be conducted to maintain and improve standards,” he said.

He then called on unity and collaboration in building Sarawak into a national aquatic powerhouse.



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Swathwood to Compete at 76th USGA Girl's Junior Championship

MEMPHIS, Tenn. – University of Memphis women’s golfer Claire Swathwood is set to compete in the 76th USGA Girl’s Junior Championship starting Monday, July 14th at the Atlanta Athletic Club Riverside Course. “I’m super excited and ready for the US Girls Junior Championship,” Swathwood said “I’ve been working really hard to prepare since USGA Championships are always the biggest test in […]

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Swathwood to Compete at 76th USGA Girl's Junior Championship

MEMPHIS, Tenn. – University of Memphis women’s golfer Claire Swathwood is set to compete in the 76th USGA Girl’s Junior Championship starting Monday, July 14th at the Atlanta Athletic Club Riverside Course.
 
“I’m super excited and ready for the US Girls Junior Championship,” Swathwood said “I’ve been working really hard to prepare since USGA Championships are always the biggest test in golf. I feel like I have been putting the pieces of my game together and feel really confident with where I am at.”
 
The par-71, 6,312-yard course was established in 1898 and has hosted five USGA championships since its relocation to Johns Creek in the 1960s, as well as the 1982 Junior World Cup and the 2017 Arnold Palmer Cup.
 
Admission to the championship is free and tickets are not required. Spectators are encouraged to attend.
 
“Myself, as well as my team, are very excited for Claire to be playing in the US Girl’s Junior Championship next week,” head women’s golf coach Jennifer Jordan said. “She has such a good head on her shoulders, and I am very proud to have her on my team. There is a light shining on this program and I’m looking forward to the future!”
 
A starting field of 156 players will compete in the U.S. Girls’ Junior. Following 18-hole rounds of stroke play on July 14 and 15, the field will be cut to the top 64 scorers for match play. A playoff, if necessary, will be conducted to get exactly 64 players in the draw. Five 18-hole rounds of match play will determine the finalists who will square off in the 36-hole championship match on Saturday, July 19.

How to follow the Tigers: For complete information on Memphis Tigers Golf, visit www.GoTigersGo.com and follow the team’s social media channels on Twitter, Instagram and Facebook.
 

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MLB Live First

The 2025 MLB Draft will begin Sunday at 6 p.m. Follow our live, pick-by-pick tracker of first-round selections. 1. Washington Nationals: 2.      Los Angeles Angels: 3.      Seattle Mariners: 4.       Colorado Rockies: 5.      St. Louis Cardinals: 6.      Pittsburgh Pirates: 7.      Miami Marlins: 8.      Toronto Blue Jays: 9.      Cincinnati Reds: 10. Chicago White Sox: 11. Athletics: 12. […]

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MLB Live First

The 2025 MLB Draft will begin Sunday at 6 p.m. Follow our live, pick-by-pick tracker of first-round selections.

1. Washington Nationals:

2.      Los Angeles Angels:

3.      Seattle Mariners:

4.       Colorado Rockies:

5.      St. Louis Cardinals:

6.      Pittsburgh Pirates:

7.      Miami Marlins:

8.      Toronto Blue Jays:

9.      Cincinnati Reds:

10. Chicago White Sox:

11. Athletics:

12. Texas Rangers:

13. San Francisco Giants:

14. Tampa Bay Rays:

15. Boston Red Sox:

16. Minnesota Twins:

17. Chicago Cubs:

18. Arizona Diamondbacks:

19. Baltimore Orioles:

20. Milwaukee Brewers:

21. Houston Astros:

22. Atlanta Braves:

23. Kansas City Royals:

24. Detroit Tigers:

25. San Diego Padres:

26. Philadelphia Phillies:

27. Cleveland Guardians:

28. Kansas City Royals:

29. Arizona Diamondbacks:

30. Baltimore Orioles:

31. Baltimore Orioles:

32. Milwaukee Brewers:

33. Boston Red Sox:

34. Detroit Tigers:

35. Seattle Mariners:

36. Minnesota Twins:

37. Baltimore Orioles:

38. New York Mets:

39. New York Yankees:

40. Los Angeles Dodgers:

41. Los Angeles Dodgers:

42. Tampa Bay Rays:

43. Miami Marlins:

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How to Watch China vs. USA: Stream FIVB Volleyball Women’s Nations League Live, TV Channel

The United States battles China on Sunday night in the FIVB Volleyball Women’s Nations League. Watch free on Fubo. The United States look to win its sixth straight match on Sunday night when it plays China in the FIVB Volleyball Women’s Nations League. The Americans are coming off a tough five-set match with rival Canada […]

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The United States battles China on Sunday night in the FIVB Volleyball Women’s Nations League. Watch free on Fubo.

The United States look to win its sixth straight match on Sunday night when it plays China in the FIVB Volleyball Women’s Nations League. The Americans are coming off a tough five-set match with rival Canada on Saturday. The Americans won the first set, but dropped the next two and were on the brink of losing. They would rally, though, winning the fourth and fifth set to get their fifth straight win. The last set was a tough one as they won 19-17 to close out the Canadiens. The five straight wins has moved the Americans up to seventh place in the FIVB Volleyball Women’s Nations League standings. They now sit one spot back of China.

How to Watch China vs. United States: FIVB Volleyball Women’s Nations League Live Today:

Match Date: Sunday, July 13, 2025

Match Time: 8:00 p.m. ET

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