The Chanel J12 boat race : A historic partnership

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The Chanel J12 boat race : A historic partnership

The Chanel J12 boat race : A historic partnership

Chanel embarks on a new journey with the boat race. In a groundbreaking move, French fashion house Chanel will become the main sponsor of The Boat Race starting in 2025. This marks Chanel’s first venture into the world of sports, establishing a long-term partnership that will see the event renamed The Chanel J12 Boat Race, after one of the brand’s iconic watches. Chanel will also take on the role of official timekeeper for the race.

Photos : Chanel/Boat Race/Benedict Tufnell & Row360

New era for the boat race

Replacing the cryptocurrency company Gemini, this new agreement will be in place until at least 2029. This period will include significant milestones: the 200th anniversary of the men’s race, which began in 1829, and the 100th anniversary of the women’s race, founded in 1929. The Boat Race, a historic competition between Oxford and Cambridge universities, is the oldest sporting event in the United Kingdom. The 2025 edition is scheduled for Sunday, April 13, covering the 4.25-mile championship course between Putney and Mortlake in London. Annually, over 250,000 spectators line the riverbanks, with millions more watching the live broadcast on the BBC.

Shared values and vision

Frédéric Grangie, President of Chanel Watches and Fine Jewelry, expressed his enthusiasm for this strategic partnership. He highlighted the shared values of collective effort and the pursuit of excellence between Chanel and The Boat Race. “It is an honor to be the first official timekeeper in the 195-year history of the race to simultaneously become title sponsor and principal partner,” Grangie stated.
He also drew parallels between the synchronization required in rowing and the precision of watchmaking, noting that each rower, like each component of a watch, must work in perfect harmony.

Photos : Chanel/Boat Race/Benedict Tufnell & Row360

Chanel’s sporting heritage

While this is Chanel’s first sports sponsorship, the brand has deep roots in the world of sports. Gabrielle “Coco” Chanel, the company’s founder, was an avid sportswoman who incorporated materials like jerseys and tweeds into her designs. Siobhan Cassidy, Chair of The Boat Race Company, shared her excitement: “We are delighted to welcome Chanel as our new main sponsor. Their involvement will help bring the event to new audiences and enhance it for our millions of current followers.” This partnership promises to elevate The Boat Race’s visibility and infuse it with Chanel’s signature elegance and precision.

In brief :

Dates: April 13, 2025

Location: Putney to Mortlake, London

Entry Fee: Free to watch along the riverbanks