Chanel dips oar into sport with Oxford-Cambridge boat race tie-up
The annual boat race between Oxford and Cambridge universities is to be renamed after a designer watch as part of a multiyear tie-up with Chanel, in what is the French fashion house’s first foray into sport sponsorship.
From next year, the annual rowing contest will be rebranded as “The Chanel J12 Boat Race”, taking on the name of a high-end timepiece produced by the privately owned luxury goods company.
Chanel will replace Gemini, a cryptocurrency exchange founded by the Winklevoss twins, as the event’s title partner and become its official timekeeper.
