Chanel to Sponsor Oxford-Cambridge Boat Race
“We knew when we first met, on June 10—the same date as the first ever Boat Race in 1829—that they understood the appeal of our event and we’re very confident that their involvement will help us take the event to new places and new people, as well as enhancing it for our millions of existing followers,”
Siobhan Cassidy, chairwoman of the Boat Race Company.
One of the oldest and most recognised sporting events in the British calendar, The Boat Race has announced its first-ever official timekeeper, sponsor, and principal partner: Chanel.
Marking the event’s 200th anniversary, the race will be renamed the Chanel J12 Boat Race, after one of Chanel's high-end watches. This sponsorship is a new venture for the iconic fashion house, which has traditionally been associated with jewellery and the arts. However, it may represent a return to the brand’s roots, as Coco Chanel herself was an avid tennis player and designed sportswear as early as the 1920s.
With a focus on promoting their line of watches, Chanel’s move allows them to reach an international audience while aligning with the heritage and prestige of The Boat Race.
As fashion houses increasingly align with sporting events - such as LVMH’s partnerships with sports like Formula 1, sailing, and this year’s Paris Olympics - Chanel’s sponsorship strengthens this trend. By capturing an affluent audience who want to associate with brands that embody both adventure and elegance, it’s likely that many other players in the fashion industry will follow suit.
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Walpole is well known for bringing together the very best of British luxury across all industries. We are honoured to be members of this prestigious group and have the pleasure of being included among brands such as Belmond, Rolls-Royce, and Burberry - to name just a few!
Walpole is well known for bringing together the very best of British luxury across all industries. We are honoured to be members of this prestigious group and have the pleasure of being included among brands such as Belmond, Rolls-Royce, and Burberry - to name just a few!
As we launch ourselves well and truly into 2025 the studio is buzzing with project launches, new team members and a raft of exciting projects on the drawing board. We continue to be inspired by the full breadth of the luxury sphere with Paris couture week and deco off providing some of the highlights so far. Here we mull over everything from Sharon’s inclusion in the spears 500 list to our exciting Heathrow VIP project and the importance of storytelling. Enjoy!
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