Chanel Embraces the Storied Tradition of the Boat Race

In a move that blends luxury and sport, Chanel has announced a long-term partnership with The Boat Race, the iconic annual competition between the crews of Oxford and Cambridge universities. As the title sponsor and official timekeeper, the renowned fashion house aims to elevate the event's global profile and celebrate the shared values of excellence and collective endeavor.

Chanel Steers the Boat Race into a New Era of Prestige

Chanel's Timeless Connection to the Sporting World

Chanel's decision to sponsor the Boat Race is a natural extension of the brand's rich heritage in the world of sports. Gabrielle "Coco" Chanel herself was an avid sportswoman, regularly engaging in activities such as tennis, hunting, fishing, and horseback riding. Her passion for athleticism and the outdoors influenced her design aesthetic, leading her to create clothing that granted women the freedom of movement to fully embrace active lifestyles.The brand's connection to the sporting world is further cemented by the launch of the iconic J12 unisex watch in 2000, which was inspired by the sleek J Class 12-meter racing boats from the early 20th century. Produced in Switzerland with self-winding movements from the Swiss Manufacture Kenissi, a company co-owned by Chanel, the J12 watch has become a symbol of the brand's commitment to precision and performance.

Aligning with the Boat Race's Storied Tradition

The Boat Race, which dates back to 1829, is the oldest major sporting event in the United Kingdom. This annual competition between the crews of Oxford and Cambridge universities has captivated audiences for nearly two centuries, drawing crowds of over 250,000 spectators to the banks of the River Thames and commanding millions of viewers worldwide through live BBC broadcasts.By becoming the title sponsor and official timekeeper of this prestigious event, Chanel is aligning itself with a tradition that embodies the values of collective endeavor, pursuit of excellence, and the thrill of competition. Frédéric Grangié, the president of Chanel Watches & Fine Jewelry, expressed the brand's honor in being the first-ever official timekeeper in the race's 195-year history, as well as the privilege of becoming the title sponsor and principal partner.

Expanding the Boat Race's Reach and Appeal

Siobhan Cassidy, the chair of The Boat Race Company Ltd., which operates the event, expressed her confidence that Chanel's involvement will help to take the Boat Race to new heights, both in terms of reach and appeal. By leveraging Chanel's global brand recognition and reputation for excellence, the event is poised to attract new audiences and enhance the experience for its millions of existing followers.The partnership also aligns with Chanel's ongoing sustainability initiatives, which have included a three-year extension of the brand's collaboration with the University of Cambridge. Through this partnership, Chanel has worked with experts across the university to deliver programs focused on building sustainability skills, implementing innovative solutions, and supporting students on their path to sustainability leadership.

A Celebration of Collective Endeavor and Pursuit of Excellence

The Boat Race, with its long-standing tradition and the unwavering dedication of the student-athletes, embodies the values that Chanel holds dear. The brand's decision to become the title sponsor and official timekeeper of this iconic event is a testament to its commitment to celebrating the collective endeavor and pursuit of excellence that are at the heart of the competition.As the Boat Race enters a new era with Chanel's involvement, the event is poised to captivate audiences worldwide, showcasing the best of British sporting tradition while embracing the luxury and prestige that Chanel brings to the table. This partnership promises to elevate the Boat Race to new heights, solidifying its status as a must-watch event on the global sporting calendar.