Louis Vuitton's (lack of) strategy

“We did not do a lot of calculations. Mr. Arnault (LVMH chairman) always goes with his stomach,” said Pietro Beccari, CEO of Louis Vuitton. The 10-year F1 x Louis Vuitton deal, valued at €100 million per year, was a simple decision and not based on data. Hard work and data were replaced by the “boss’ stomach.” Is it a good deal? The results will tell. Is it a good investment strategy? Definitely not. Sponsorship is a marketing tool that serves b…