Luxury brands have made their way into the world of sports. Dior has been dressing PSG since 2021. Gucci has partnered with Aryna Sabalenka, the world’s number 1 tennis player. Hermès offers equestrian equipment. Louis Vuitton dresses the players of Real Madrid. In the blink of an eye, investments made on both sides pay off, both in terms of numbers and visibility.
The luxury and sports sectors are more compatible than one might think. The values embodied by luxury and sports are aligned. Persistence, precision, endurance, and excellence are common themes in both. Luxury brands have understood this for a long time. International tournaments are events not to be missed, for both athletes and their sponsors.
The 2024 Paris Olympics provided a perfect opportunity to showcase brands. Gucci partnered with Jannik Sinner, the world’s number 1 tennis player. Guerlain partnered with Pierre Gasly, a French Formula 1 driver. LVMH could be considered a winner in terms of brand image, with partnerships and investments showcasing their presence in sports.
In the face of a struggling luxury sector, turning to sports is a way to attract a new audience and rejuvenate. Every year, sports attract millions of spectators, offering significant visibility to brands that secure sponsorship contracts.
Partnerships can also shine a spotlight on lesser-followed sports. For example, Chanel Beauty’s two-year mentoring program supports seven high-level female athletes worldwide. These partnerships also highlight less-followed sports among women, such as Formula 1 with Charlotte Tilbury becoming an official partner of F1 Academy in 2024.
Next up is Roland-Garros from May 18 to June 7 in Paris, with Rolex and Lacoste as premium partners.
