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.
This week we pay homage to 400 years of illustrious playwright and national treasure, William Shakespeare.
This week we pay homage to 400 years of illustrious playwright and national treasure, William Shakespeare.
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As we near Christmas, talk in the studio has turned to what we’re buying for family and friends, as well as the last-minute panic of getting everything ready for the big day. So, we’re taking a moment to indulge in some of the team’s personal wish lists and share what we hope to receive from Santa this year!
As we near Christmas, talk in the studio has turned to what we’re buying for family and friends, as well as the last-minute panic of getting everything ready for the big day. So, we’re taking a moment to indulge in some of the team’s personal wish lists and share what we hope to receive from Santa this year!
At Oliver Burns Studio, we are always striving for positive change, not only in business but also through our impact on the world around us. With this in mind, this International Women’s Day, we are taking a moment to stop and recognise the women who inspire us. Whether from the worlds of fashion, culture or the arts, these individuals have left a meaningful impact on the world around us.
At Oliver Burns Studio, we are always striving for positive change, not only in business but also through our impact on the world around us. With this in mind, this International Women’s Day, we are taking a moment to stop and recognise the women who inspire us. Whether from the worlds of fashion, culture or the arts, these individuals have left a meaningful impact on the world around us.