Exciting news is making waves in the world of sports and luxury fashion as Chanel announces its sponsorship of Britain’s renowned Boat Race. This historic event is set to receive a remarkable transformation thanks to the luxury fashion powerhouse.
The prestigious brand has officially stepped in to take the place of the cryptocurrency company Gemini, which previously held the sponsorship title of this iconic rowing competition. According to a report from Reuters, starting on April 13, 2025, the event will be officially renamed the Chanel J12 Boat Race, in homage to the brand’s celebrated ceramic watch. Additionally, Chanel will assume the role of the official timekeeper during the much-anticipated match between the esteemed universities of Oxford and Cambridge, adding a layer of sophistication to the event.
This sponsorship agreement is expected to last at least until 2029, coinciding with the Boat Race’s significant 200th anniversary. This partnership also marks a pivotal moment for Chanel, signaling its inaugural foray into the world of sports sponsorship. The brand has previously demonstrated an affinity for activewear, notably during the recent launch of its high-jewelry collection in Monaco, but this venture dives deeper into the realm of sports. The founder of the brand, Gabrielle Chanel, was not only a fashion innovator, but also a passionate tennis player and equestrian. In 1913, she revolutionized sportswear by introducing garments crafted from humble yet functional materials such as jerseys and tweed.
“When we first met on June 10, the same date as the inaugural Boat Race back in 1829, it was clear that Chanel appreciated the unique allure of our event,” stated Siobhan Cassidy, chairwoman of the Boat Race Company. “We are confident that Chanel’s involvement will elevate this historic competition, introducing it to new audiences while enhancing the experience for our millions of dedicated fans.”
Chanel joins a growing list of luxury brands making significant moves into the sports arena. Earlier this year, LVMH made headlines when it announced its sponsorship of the upcoming 2024 Paris Olympics, where it will design everything from medals to uniforms, investing an impressive $163 million in this international extravaganza. The conglomerate has also recently secured a decade-long sponsorship deal with Formula 1, set to kick off next year at the Melbourne Grand Prix.
Other prestigious brands within the LVMH portfolio are also stepping up their stake in the sports world. TAG Heuer is reportedly in negotiations to take over as Formula 1’s official timekeeper, potentially replacing Rolex. Meanwhile, the motorsport’s champions are expected to be celebrated with bottles of Moët & Chandon on the winner’s podium. Additionally, Louis Vuitton has teamed up with the esteemed America’s Cup, becoming the title partner and sponsor of the 2023 Challenger series, which took place from August to October in Barcelona.
