The iconic French fashion house Chanel is stepping into the world of sports by sponsoring the prestigious Boat Race between Oxford and Cambridge universities starting in 2025.
This marks a significant expansion for the luxury brand, known primarily for its haute couture and accessories.
A New Name for a Historic Event
Beginning next year, the event will officially be known as the Chanel J12 Boat Race, named after one of the company’s elegant luxury watches.
Chanel takes over from cryptocurrency firm Gemini, which previously held the sponsorship.
Additionally, Chanel will assume the role of the official timekeeper for the event, a partnership set to last until at least 2029—coinciding with the 200th anniversary of the first men’s race.
Celebrating Tradition and Excellence
The Boat Race, a staple in British sporting culture, pits England’s two oldest universities against each other on a scenic 4.25-mile (7 km) course along the River Thames in London.
The next race is scheduled for April 13, 2025, and promises to be a highlight of the sporting calendar.
Frederic Grangie, president of Chanel watches and fine jewellery, expressed excitement about the partnership.
“We are delighted to sign a strategic partnership with the Boat Race, as we share the same values of collective endeavour and the pursuit of excellence,” he noted.
Anticipating a Bright Future
Siobhan Cassidy, chairwoman of The Boat Race Company, echoed this sentiment, stating her enthusiasm for Chanel’s involvement.
“When we first met on June 10—the same date as the inaugural Boat Race in 1829—we realized they understood the event’s appeal.
We’re confident that their participation will elevate the event, attracting new audiences while enriching the experience for our millions of loyal fans,” she commented.
The excitement surrounding the sponsorship follows a dramatic 2024 race, where Cambridge triumphed in both the men’s and women’s events.
Interestingly, a member of the Oxford men’s crew revealed they had been affected by the E.coli virus just hours before the competition, adding an unexpected twist to the race.
Looking Ahead
Chanel’s entry into the sporting domain signals a promising future for the Boat Race.
This collaboration could usher in a new era for the event, blending luxury and tradition in a way that captivates both sports enthusiasts and fashion aficionados alike.
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