Chanel dips toe into Boat Race sponsorship

The annual boat race between Oxford and Cambridge is set to be renamed after a designer Chanel watch in a move that the French fashion house is calling its first venture into sport sponsorship.

As of next year, the boat race will be rebranded as “The Chanel J12 Boat Race”.

The race attracts 250,000 spectators along its route on the river Thames and is a staple of the UK sporting calendar, with millions watching on television.

Chanel will replace Gemini, a cryptocurrency exchange founded by the Winklevoss twins, as the event’s main partner and official timekeeper until at least 2029.

Announcing the deal, Chanel and the Boat Race told the Financial Times: “The long-term partnership is an expression of a shared philosophy, one of an

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