The Monaco Grand Prix will have a race title partner for the first time in its Formula 1 history after a deal was agreed with watch company TAG Heuer.
The famous race around the streets of the Principality has always bucked the trend in not having a named title partner for its event - with the majority of other grands prix having such deals in place.
But off the back of TAG Heuer's increased involvement in F1 this year as grand prix racing's new official timekeeper, through a major sponsorship alliance of the series with parent company Moët Hennessy Louis Vuitton (LVMH), it will now also put its name to the Monaco race.
As well as increased branding around the track for the company, which has enjoyed an association with the Automobile Club de Monaco since 2011, and the creation of a special logo, the race itself will become known as the Formula 1 TAG Heuer Grand Prix de Monaco.
F1 CEO Stefano Domenicali heralded the significance of the new deal.
"This is a truly fantastic moment in Formula 1 history as TAG Heuer becomes the first-ever title partner of the Grand Prix de Monaco, a circuit that featured in the sport's very first season in 1950, and with which we mark our 75th anniversary this year," he said.
"TAG Heuer is the perfect partner - not only do they already have a brilliant legacy with Monaco, but I know they will bring their passion, creativity, and exceptional style to match the wonderful energy of an already iconic event."
The close ties between Monaco and TAG Heuer have not always been a comfortable fit for F1, especially previously when Rolex was the official timepiece of F1.
Back in 2022, when Monaco's long-term F1 future was in doubt, one of the key discussion points was the venue's own sponsorship arrangement with TAG Heuer which resulted in the company's banners appearing on the track despite the Rolex arrangement.
Since then Monaco has secured a lengthy contract extension, which runs until 2031, while LVMH's extensive deal with F1 ensures that TAG Heuer is now officially part of the ecosystem.
Monaco's contract extension did involve compromise as from 2026 it will give up its traditional end-of-May calendar slot and instead take place in the first weekend of June.
And F1 has gained more control of the event in recent years, too, having taken over the TV direction of the race in 2023 and a year earlier shifted the race to a standard Friday-Sunday schedule, after practice used to take place on a Thursday.
