Chanel has taken a bold step into the sports sponsorship world, locking down a first-of-its-kind partnership with The Boat Race.
Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world.
So, without further ado, let’s dive into all the latest news from the sports sponsorship world!
Chanel x The Boat Race
Chanel has made history by becoming the first brand to simultaneously serve as the Title Sponsor and official Timekeeping Partner of The Boat Race, a historic annual event between the University of Oxford and the University of Cambridge. Beginning in 2025, the race will be rebranded as The Chanel J12 Boat Race, symbolising a new chapter for this iconic British sporting tradition. Drawing over 250,000 spectators to the Thames and millions of viewers via the BBC’s broadcast, the Boat Race has been a celebrated fixture since its inception in 1829, combining competition with a rich sense of heritage.
Frédéric Grangié, president of Chanel Watches & Fine Jewellery, said: “Synchronicity in rowing is as crucial to the race as watchmaking craftsmanship is to ensure accurate timing. Every rower, like every mechanism in a watch, must work together as one; the balance, the weight, and the oar movements must all be impeccably timed.”
“Their involvement will help us take the event to new places and new people, as well as enhancing it for our millions of existing followers,” said Siobhan Cassidy, chair of The Boat Race Company.
Superhero x Hawthorn Football Club
Hawthorn Football Club has signed a new premier partner to the club, with Superhero joining as its official superannuation and share trading partner. The collaboration will support both the AFL and AFLW teams and aims to enhance the experience for the entire Hawthorn community.
As part of the lucrative long-term partnership, Superhero’s eminent logo will proudly feature on the back of the famous Hawthorn Guernsey, as well as the front and back of the club’s high-performance training & off-field apparel.
Superhero’s support will also extend to game day, featuring on the club’s changeroom signage, media walls and within the stadiums through LED signage.
Notably, the wider Hawthorn faithful will directly benefit from the innovative collaboration, with Superhero set to lead several dynamic activations and inner sanctum match-day experiences, as well as bring high-quality digital content and engagement opportunities to our fans.
Garmin x Noosa Triathlon
Garmin has extended its title partnership of the Noosa Triathlon for a further three years.
The new agreement will see the event continue to be known as the Garmin Noosa Triathlon until at least the end of 2027.
Jeremy Kann, Vice President, Global Partnerships – Asia Pacific for The IRONMAN Group, organisers of the Noosa Triathlon, said that the team was thrilled to have Garmin remain as title partner for at least the next three years. “We’ve loved working with the Garmin team for the past three years and are excited to have them remain so heavily involved in this iconic event until at least the end of 2027,” said Kann. “Garmin is a brand that is intrinsically linked to the sport of triathlon and it’s great to have them continue to play a major role in the iconic Noosa Triathlon”.
“We look forward to working closely with the Garmin team over the coming years to achieve the goals of both organisations, and continue to grow what is one of the world’s best known triathlons,” he said.
Matthew Thomas, general manager Garmin Australasia, said that the organisation was looking forward to continuing to partner with the iconic event. “We’re thrilled to continue our partnership with the Garmin Noosa Triathlon for another three years,” he said. “This event is not just a race; it’s a celebration of community, triathlon and the natural beauty of Noosa. We look forward to supporting athletes, engaging with the community and contributing to the dynamic energy that makes this event so special.”
Wattyl x Canterbury Bankstown Bulldogs
The Canterbury-Bankstown Bulldogs have announced Wattyl Paint as a major sponsor for at least the next two years. Joining ahead of the Club’s 90th anniversary, Wattyl will in turn create history of their own, in what will be their first partnership with an Australian sporting team, and will be proudly emblazoned on the sleeves of the Bulldogs’ NRL jersey.
One of Australia’s largest architectural and decorative paint brands, Wattyl is famous for empowering people to paint with pride through best-in-class products and expert advice since 1915.
Matt Crossingham, Wattyl’s managing director, was thrilled with the historic announcement, citing the Bulldogs’ community focus and proud heritage as major factors in forging the partnership. “We immediately felt aligned to the Bulldogs after witnessing their strong values as The Family Club,” Crossingham said.
“We’re looking forward to painting the town Blue and White alongside the Bulldogs, and we’re proud to be aligned with a Club with such a rich heritage”.
“It was a great opportunity to help celebrate their 90th anniversary with a new coat of paint.”
Bulldogs chief executive officer Aaron Warburton echoed the sentiments of Crossingham. “Wattyl is a household name across Australia, and we’re proud to hold the distinction of being the first sporting team in the country to form a partnership with this iconic brand,” he said.
“Much like the Bulldogs, heritage and community are central to Wattyl’s identity. To partner with a brand that holds these values at the forefront was imperative, and we’re pleased to have Wattyl come on board and join in our 90-Year celebrations and beyond”.
