October 22, 2024 6:23 PM

Luxury brand Chanel to sponsor Oxford and Cambridge Boat Race

French luxury brand Chanel will sponsor Britain's historic Oxford and Cambridge Boat Race next year in the first sporting sponsorship for the company known for its tailored suits and quilted purses. Luxury fashion companies are increasingly moving into the sports sponsorship space in a bid to attract new audiences. LVMH sponsored the Paris Olympics and earlier this month the luxury giant, owner of the Dior and Louis Vuitton brands, announced a 10-year deal with Formula One motor racing. Britai...