From equine pursuits to car racing and from soccer to sailing, luxury labels are forging new relationships through sports sponsorships.
“To me, the polo player has elegance and imagination. [Polo] embodies sophisticated luxury and a timeless style.”
—Ralph Lauren
From the ultimate style statement of a well- placed Hermès saddle to the sponsorship of key sporting events, fashion houses and luxury watchmakers are increasingly taking the reins with dynamic athletic partnerships that allow sports enthusiasts to experience their brands in a way that connects them to what they’re most passionate about.
At first glance, fashion and sports might seem like strange bedfellows but consider for a moment Ralph Lauren, who christened his company Polo Fashions after recognizing the sport embodied the rarefied world of elegance he wished to emulate. Fast forward many decades later, and this iconic American brand—Polo Ralph Lauren—is the official outfitter of Team USA.
Hermès Selle Rouge saddle (Photo by Freddie Barbera courtesy of brand)
Ralph Lauren isn’t the only brand playing on its sporting heritage. Luxury brands that can trace their roots back to saddlery—like Hermès and Gucci—have a long history of partnering with international show jumping competitions and equestrian events. Gucci’s equestrian ambassador program has in the past appointed such notable equestrians as show jumping champion Jessica Springsteen (daughter of Bruce Springsteen), Monaco royal Charlotte Casiraghi, show jumper Edwina Tops-Alexander, and French actor Guillaume Canet to the Gucci riding ambassadors’ team.
Hermès has a sweet spot for the next generation of riders. The Hermès Under 25 Semi-Final Grand Prix—the third grand prix event of the annual Winter Equestrian Festival in Wellington, Florida— offers a variety of opportunities for young riders to experience grand prix competition against their peers.
Hampton Classic Grand Prix 2022 with Watches of Switzerland and Longines
Longines—whose equestrian roots date back to 1878, when they produced a chronograph engraved with a jockey and a mount—has been partnering with international show jumping competitions since 1912. Today, the luxury watchmaker supports the iconic Hampton Classic Horse Show as its official partner and timekeeper.
Legendary Swiss watchmaker Rolex’s history of sports sponsorships goes back to 1927, when Mercedes Gleitze—the first woman to swim across the English Channel—did so wearing a gold Rolex Oyster with a sealed watch case around her neck.
Not every sports sponsorship is a direct reflection of a luxury brand’s history, but it may reflect the crossover audience it hopes to reach. In soccer-obsessed Italy, fashion house Dolce&Gabbana sponsors professional football club AC Milan, based in its hometown. In France, Hugo Boss is the official tailor and sponsor of Parisian soccer team Paris Saint-Germain. And Fendi recently announced a new partnership with soccer club AS Roma. The LVMH-owned label will design the official wardrobe for the Italian club.
Rolex ambassador Roger Federer celebrates a historic eighth Wimbledon trophy wearing a Rolex in 2017. (Photo courtesy of brand)
“This unprecedented partnership between Fendi and AS Roma originated from the common values and origins we share, celebrating the city of Rome and two firms that were founded here, one shortly after the other; Fendi in 1925 and AS Roma in 1927,” said Fendi Chairman and CEO Serge Brunschwig in a statement on the AS Roma website. Considering large sports teams and sporting events have a global reach, it makes sense that luxury brands find a greater market for their products after sponsoring them. In addition to setting the playing field for ongoing engagement with new customers, sports sponsorships also foster deep emotional connections with the teams’ superfans.
OPPORTUNITIES IN RACING
It’s hard to imagine a better sponsorship opportunity than last year’s debut of the Miami Grand Prix—marking Formula 1’s expansion in the U.S. With ticket prices reaching as high as $33,000 each, performances by Post Malone and the Chainsmokers, and America’s growing love of the European sport thanks to Netflix’s hit docuseries “Formula 1: Drive to Survive,” Mercedes-AMG Petronas team sponsor Tommy Hilfiger described it as a marketing opportunity with a “cool factor.”
Max Verstappen (NLD) Red Bull Racing RB18 leads at the start of the race. (Photo courtesy of brand)
With newfound fans discussing star racecar drivers and their lavish lifestyles with the same fervor that Americans once had for collecting baseball cards, brands like Berluti, Ray-Ban, and Tiffany & Co. raced to join Tommy Hilfiger and TAG Heuer—the latter a sponsor of the Miami Grand Prix’s Red Bull team. “The Miami F1 race has turned F1 into the Coachella of motorsport—it’s a giant marketing opportunity,” said luxury retail consultant and Highsnobiety automotive editor Jonathan Schley in a recent Women’s Wear Daily article.
Meanwhile, the Luna Rossa Prada Pirelli Team is set to compete in the 37th America’s Cup Barcelona in August 2024 with a new boat estimated to cost between 90 and 95 million euros. Established in 1851, America’s Cup is the most important sailing race and the oldest trophy in the history of the sport.
AUCKLAND, NEW ZEALAND – JANUARY 17: An American Magic crew member stands on the bow after the boats capsizes in race two against Prada Luna Rossaduring the 2021 PRADA Cup Round Robins on Auckland Harbour on January 17, 2021 in Auckland, New Zealand. (Photo by Fiona Goodall/Getty Images)
Earlier this fall in Cagliari, Italy, Prada Head Designer Miuccia Prada christened the new model—a half- size prototype set to serve as a testing ground for the AC75 monohull that will compete in the upcoming cup.
She was joined by her husband, Patrizio Bertelli, Prada CEO and president of the Luna Rossa Prada Pirelli team. Bertelli said the brand will not renew sponsorship of the Challenger Selection Series, officially renamed the Prada Cup—the sailing competition that awards the title of Challenger in the America’s Cup.
That leaves it up for grabs for another fashion brand looking to make a stylish statement in the elite sport of yacht racing.
SERIOUS ABOUT CINEMA
Rolex has been a presence in sports for some time—the U.S. Open, Formula 1, SailGP, and the Royal Windsor Horse Show are just some of its partners. But the Swiss watchmaker also recognizes Hollywood as one of the most competitive playing fields by saluting its champions through myriad sponsorships.
HOLLYWOOD, CA – MARCH 04: A general view of the 90th Annual Academy Awards Governors Ball at Hollywood & Highland Center on March 4, 2018 in Hollywood, California. (Photo by Kevork Djansezian/Getty Images)
Recognizing a kindred spirit in the Academy of Motion Picture Arts and Sciences for its commitment to excellence and fostering tomorrow’s talent through knowledge, mentorship, and encouragement, Rolex formed an exclusive partnership with the organization that extends to sponsoring the Governors Awards for lifetime achievement in film.
The Swiss brand also sponsors the Oscars—the 95th Academy Awards is slated for March 12, 2023—and serves as an official host and designer of the Greenroom, where presenters and nominees mix and mingle in an energized, immersive setting before their big moment on stage. The 2023 Greenroom’s décor scheme will treat them to a narrative combining cinematic and watchmaking artistry.
Fortifying its Tinseltown ties, Rolex is a founding sponsor of the year-old Academy Museum of Motion Pictures in Los Angeles.
