AGL 40.40 Increased By ▲ 0.20 (0.5%)
AIRLINK 129.25 Increased By ▲ 0.14 (0.11%)
BOP 6.81 Increased By ▲ 0.21 (3.18%)
CNERGY 4.13 Increased By ▲ 0.10 (2.48%)
DCL 8.73 Increased By ▲ 0.28 (3.31%)
DFML 41.40 Increased By ▲ 0.15 (0.36%)
DGKC 87.75 Increased By ▲ 0.75 (0.86%)
FCCL 33.85 Increased By ▲ 0.50 (1.5%)
FFBL 66.40 Increased By ▲ 0.50 (0.76%)
FFL 10.69 Increased By ▲ 0.15 (1.42%)
HUBC 113.51 Increased By ▲ 2.81 (2.54%)
HUMNL 15.65 Increased By ▲ 0.42 (2.76%)
KEL 4.87 Increased By ▲ 0.09 (1.88%)
KOSM 7.62 Decreased By ▼ -0.21 (-2.68%)
MLCF 43.10 Increased By ▲ 1.20 (2.86%)
NBP 61.50 Increased By ▲ 1.00 (1.65%)
OGDC 192.20 Increased By ▲ 9.40 (5.14%)
PAEL 27.05 Increased By ▲ 1.69 (6.66%)
PIBTL 7.26 Increased By ▲ 1.00 (15.97%)
PPL 150.50 Increased By ▲ 2.69 (1.82%)
PRL 24.96 Increased By ▲ 0.40 (1.63%)
PTC 16.25 Increased By ▲ 0.01 (0.06%)
SEARL 71.30 Increased By ▲ 0.80 (1.13%)
TELE 7.25 Decreased By ▼ -0.05 (-0.68%)
TOMCL 36.29 Decreased By ▼ -0.01 (-0.03%)
TPLP 8.05 Increased By ▲ 0.20 (2.55%)
TREET 16.30 Increased By ▲ 1.00 (6.54%)
TRG 51.56 Decreased By ▼ -0.14 (-0.27%)
UNITY 27.35 No Change ▼ 0.00 (0%)
WTL 1.27 Increased By ▲ 0.04 (3.25%)
BR100 9,957 Increased By 115.5 (1.17%)
BR30 30,770 Increased By 733.6 (2.44%)
KSE100 93,292 Increased By 771.2 (0.83%)
KSE30 29,017 Increased By 230.5 (0.8%)
Life & Style

Luxury brand Chanel to sponsor Oxford and Cambridge Boat Race

Published October 22, 2024
Rowing - The University Boat Race - London, Britain - March 30, 2024 Cambridge lead Oxford during the men’s race Photo: Reuters
Rowing - The University Boat Race - London, Britain - March 30, 2024 Cambridge lead Oxford during the men’s race Photo: Reuters

LONDON: French luxury brand Chanel will sponsor Britain’s historic Oxford and Cambridge Boat Race next year in the first sporting sponsorship for the company known for its tailored suits and quilted purses.

Luxury fashion companies are increasingly moving into the sports sponsorship space in a bid to attract new audiences. LVMH sponsored the Paris Olympics and earlier this month the luxury giant, owner of the Dior and Louis Vuitton brands, announced a 10-year deal with Formula One motor racing.

Britain’s Boat Race, rowed by crews of eight from Oxford and Cambridge universities along a four-mile stretch of the Thames, was first run in 1829 and is the oldest major sporting event in the country.

Chanel shows at Paris Opera as it seeks new designer

Chanel’s president of watches and jewellery Frédéric Grangié said the Boat Race “shares the same values of collective endeavour and the pursuit of excellence”.

The race, which attracts a television audience of more than 2 million, will be titled ‘The Chanel J12 Boat Race’ after the company’s watch, as part of a long-term partnership between the label and race organisers. No financial details were provided.

The Boat Race Company said it believed Chanel’s sponsorship would help it reach a new audience. Last year the race was sponsored by Gemini, a cryptocurrency platform.

Comments

200 characters