• Loading stock data...
Sunday, August 31, 2025
The biggest names in sports media. All in one room. Get your ticket now!

Do Jay-Z and LVMH Have Bigger Plans for Sports?

  • Jay-Z is selling half of Ace of Spades champagne maker Armand de Brignac to LVMH.
  • The transaction marks a major success for the rapper and mogul who once boycotted Cristal over an executive’s racist comments.
Photo: Raven B. Varona/Design: Alex Brooks

In 2006, Cristal executive Louis Roederer voiced his displeasure over the hip-hop community’s association with the high-end champagne brand.

“We can’t forbid people from buying it,” Roederer told The Economist. “I’m sure Dom Pérignon or Krug would be delighted to have their business.”

Jay-Z, who had been instrumental in the popularity of Cristal among hip-hop fans, took offense. “I view his comments as racist and will no longer support any of his products through any of my various brands, including the 40/40 Club, nor in my personal life,” said the rapper and mogul.

He took his business to Armand de Brignac, which makes Ace of Spades champagne, buying 50% of the company in 2006 and the other half in 2014.

Now, Moët Hennessy Louis Vuitton, or LVMH, has purchased 50% of Armand de Brignac. The deal could facilitate cross-pollination in the sports world, in which both sides are deeply involved.

  • LVMH-owned Spanish fashion house Loewe sponsors captain of the World Cup-winning U.S. Women’s Soccer Team, Megan Rapinoe. Hennessy became an NBA sponsor in February 2020.
  • Other LVMH subsidiaries take part in athletics, too. Dior released a Nike Jordan sneaker last summer, Tag Heuer sponsors Porsche racing and athletes like Naomi Osaka and golfer Tommy Fleetwood, and champagne line Veuve Clicquot sponsors the Polo Classic.
  • Louis Vuitton turned heads in 2019 by partnering with Riot Games, sponsoring its League of Legends Championship and producing a brand line based on the game.
  • Jay-Z’s Roc Nation Sports represents Kyrie Irving, Leonard Fournette, Marcus Rashford, and many other athletes. The company also has an ongoing partnership with the NFL for entertainment and social justice initiatives.

Though Jay-Z is no longer a co-owner of the Brooklyn Nets, should the team’s Big 3 win the NBA Finals, they will receive the Larry O’Brien trophy in a case designed by Louis Vuitton as part of a multiyear partnership with the NBA.

“Just the idea of this partnership is a signal to a more diverse way of looking at things,” Jay-Z told The New York Times regarding his new agreement with the French luxury brand conglomerate.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

MLB Extends Leaves of Clase, Ortiz as Betting Probe Continues

Emmanuel Clase and Luis Ortiz were put on paid non-disciplinary through Aug. 31; now their leaves have been extended “until further notice.”
Aug 6, 2025; Los Angeles, California, USA; Son Heung-min poses during an LAFC introductory press conference at BMO Stadium

Son Heung-Min Effect Will Hit Big for MLS and L.A.

With a record signing, the South Korean supernova has landed at LAFC.

4 of 10 Highest-Paid CFB Coaches Lose in Week 1

Alabama coach Kalen DeBoer was the biggest surprise of the Week 1 losers.
Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates with offensive lineman Donovan Jackson (74) after a touchdown catch against Notre Dame Fighting Irish in the first quarter during the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.

The Most Expensive Roster Year in College Football History

The House settlement created revenue-sharing—and a big NIL loophole.

Featured Today

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.
August 24, 2025

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.
Dec 21, 2024; Austin, Texas, USA; Texas Longhorns quarterback Arch Manning (16) warms up as the Texas Longhorns prepare to play the Clemson Tigers in the first round of the College Football Playoffs at Darrell K Royal Texas Memorial Stadium.
August 23, 2025

Schools Are Hesitant to Allow PE Into Their Athletic Departments

Regardless of budget, schools don’t believe the risk is worth the reward.
Oct 2, 2024; Rosemont, IL, USA; Big Ten commissioner Tony Petitti speaks with the media during the 2024 Big Ten Women’s Basketball media day at Donald E. Stephens Convention Center.
August 22, 2025

‘Not Ready to Jump In’: Power 4 Commissioners Aren’t Sold on PE

Top leaders in college sports have yet to see a satisfactory proposal.

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.
June 24, 2025

Timberwolves’ 4-Year Ownership Saga Ends As A-Rod, Lore Take Over

The unanimous approval brought a clean end to a long-disputed transaction.
Apr 26, 2025; San Francisco, California, USA; Houston Rockets guard Fred VanVleet (5) before game three of first round for the 2024 NBA Playoffs against the Golden State Warriors at Chase Center.
June 25, 2025

Rockets Get $20 Million in Wiggle Room From New VanVleet Deal

VanVleet first signed with the Rockets in 2023.
Sponsored

Gareth Bale on MLS vs EPL, Retirement & Buying Cardiff City

Gareth Bale shares his post-soccer business playbook.
April 20, 2025

Max Verstappen Linked to $300M Aston Martin Deal Ahead of Miami GP

Aston Martin is currently seventh in the constructors championship.
March 27, 2025

Peyton Manning’s Omaha Productions Gets PE Boost

The Hall of Famer’s company gains another prominent backer.
March 20, 2025

High School Sports Power Signs Eight-Figure Rights Deal in First

The deal pays roughly $1 million annually, FOS has learned.
March 20, 2025

Maxx Crosby’s Agent: Edge Rushers Set to Dominate NFL’s Non-QB Market

Maxx Crosby just signed a three-year, $106.5 million extension.