Chanel makes waves in rowing by partnering with the UK’s Boat Race—what’s behind this sponsorship?

Chanel becomes the first brand to serve as both title sponsor and official timekeeping partner of the Boat Race, now named The Chanel J12 Boat Race, enhancing its legacy in luxury and sport

Chanel’s recent announcement regarding its partnership with The Boat Race Company Ltd marks a significant evolution in the brand’s engagement with both luxury and sporting heritage. By becoming the title sponsor and official timekeeping partner of The Boat Race, now to be known as The Chanel J12 Boat Race, Chanel is not merely associating itself with a prestigious event, it is strategically aligning its identity with the values of excellence and teamwork that the race epitomises.

The Boat Race, a rowing competition held between Oxford and Cambridge universities since 1829, has become a fixture in British sporting culture. It is steeped in heritage, attracts more than 250,000 spectators annually and is broadcast to millions worldwide. 

Chanel’s involvement as the first brand to hold dual titles within this context is noteworthy. It signals the maison’s commitment to elevating the race’s profile while also reinforcing its own narrative of craftsmanship and precision.

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Above Gabrielle Chanel on Roussy Sert’s yacht in front of the Lido, Venice, circa 1936 (Photo: courtesy of Chanel/V.H. Grandpierre/Vogue Paris)

Frédéric Grangié, president of Chanel Watches and Fine Jewellery, aptly articulated this partnership by saying, “Synchronicity in rowing is as crucial to the race as watchmaking craftsmanship to ensure accurate timing. Every rower, like every mechanism in a watch, must work together as one; the balance, the weight and the oar movements must all be impeccably timed. We look forward to working with The Boat Race over the coming years to bring this partnership to life, through the world of Chanel and our iconic J12 watches.”

This connection is particularly significant given Chanel’s history; the brand has long been intertwined with sports, dating back to Gabrielle Chanel’s pioneering designs that liberated women from restrictive clothing. The introduction of the J12 watch in 2000 further solidified this relationship, drawing inspiration from the elegance of sailing and performance.

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