The acquisition of Paris FC will mark the Arnault clan’s latest expansion into sports, following luxury conglomerate LVMH Moët Hennessy Louis Vuitton’s sponsorship of the Paris Olympics and its 10-year partnership with the Formula One championship.

French sports daily L’Equipe revealed late Wednesday that Antoine Arnault, the group’s director of communications, image and environment and a keen football fan, had engineered the deal with his brother Frédéric Arnault, CEO of LVMH Watches and managing director of Agache. LVMH declined to comment.

It sets the stage for a challenge to the supremacy of Qatar Sports Investments-owned PSG, which regularly leads the French league.

There is another interesting twist to the deal: Kering founder François Pinault owns the Stade Rennais football club in Brittany. If Paris FC reaches the first division, the two clubs could face each other on the field, thus preparing the ground for a new confrontation between the two historic rivals in the luxury sector. The luxury war is relaunched in sport. Will we see the lords driving electric F1 cars to reinforce their ecological ideology?