Chanel to sponsor The Boat Race from next year in long-term partnership - The deal will see the race renamed The Chanel J12 Boat Race and will also see the brand become its official timekeeper.

The annual University Boat Race is to be sponsored by a luxury watch as French fashion giant Chanel launches its first foray into sport.

From 2025, the event will be renamed the Chanel J12 Boat Race in a partnership aimed at 250,000 spectators on the riverbank, viewers watching live on the BBC, and millions tuning in from around the world to what is one of the highlights of London’s sporting and social calendar.

Sponsoring a sports event for the first time, Chanel will become the top-name sponsor of the Boat Race. View on euronews

In what is set to be Chanel’s first move into sports, the French fashion house has announced its long-term partnership with ‘Th.’

French fashion company Chanel is to sponsor Britain's historic Boat Race between Oxford and Cambridge universities from 2025, marking its first foray into sport.

The iconic Oxford-Cambridge Boat Race will be renamed to the “Chanel J12 Boat Race” next year due to a long-term partnership with luxury brand Chanel.

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.

From 2025, the historic annual boat race between the two universities will be known as the Chanel J12 Boat Race.