• Loading stock data...
Wednesday, October 8, 2025

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

Mar 15, 2025; Buffalo, New York, USA; Vegas Golden Knights center Jack Eichel (9) reacts after scoring a goal during the third period against the Buffalo Sabres at KeyBank Center.

How Connor McDavid’s Extension Set Off a Wave of Big-Money Deals

Several notable contracts are completed in the wake of the superstar’s deal.
Sep 1, 2025; Chapel Hill, North Carolina, USA; North Carolina Tar Heels head coach Bill Belichick on the field before the game at Kenan Stadium

UNC’s Disastrous Season Continues With Report of NCAA Rules Violation

A UNC cornerbacks coach reportedly gave sideline passes to a player’s family.
Alexis Ohanian

Alexis Ohanian Tweaks Track Rivals With Promise of Instant Payments

Athletes will be paid minutes after finishing their races at Athlos.
Inside NCAA Headquarters located in Indianapolis on Friday, March 10, 2023. Ncaa President Charlie Baker

NCAA Approves Plan to Let D-I College Athletes Bet on Pro Sports

The proposal still needs to be approved by D-II and D-III committees.

Featured Today

Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium
September 26, 2025

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
Louisville’s Miller Moss and several of his teammates stopped by Olympus Gaming Lounge to play EA Sports College Football 26 with fans for a meet and greet. July 11, 2025

Saudis, Silver Lake, Jared Kushner Take EA Private in $55B Deal

Electronic Arts makes “Madden,” “EA Sports College Football,” and more.
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.
July 6, 2025

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

As U.S. team prices climb, investors set their sights abroad.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
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.
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.