Chanel teams up with The Boat Race in new long-term partnership
Chanel has become the first title sponsor and official timekeeping partner of historic British sporting event, The Boat Race.
The new partnership is an expression of a shared philosophy, with The Boat Race developing and showcasing exceptional talent, in the same way Chanel supports outstanding creative expertise.
Described as a “treasured highlight” in London’s sporting calendar, The Boat Race is attended by over 250,000 spectators on the riverbank, broadcast live on the BBC, and watched by millions globally.
The historic race between Oxford and Cambridge Universities was established nearly 200 years ago in 1829. It is the oldest major sporting event in the UK, with the dark and light ‘Blues’ crews of eight rowers pitted against each other on the River Thames every year in the spring.
The 2025 edition of The Women’s Boat Race and The Men’s Boat Race will take place on Sunday 13 April along the 4.25 miles of the Championship Course between Putney and Mortlake in London.
Chanel has also had its roots in sport since it was founded in 1910. Inspired by sporting attire predominately worn by men of the time, Gabrielle Chanel was an active sportswoman herself and used materials to create designs that gave women the freedom of movement.
Decades later in 2000, the luxury brand launched its J12 unisex watch – the name inspired by the J Class 12-metre race boats from the early 20th century and the star of Chanel’s new partnership with The Boat Race.
Frédéric Grangié, President of Chanel Watches & Fine Jewellery, said: “We are delighted to sign a partnership with The Boat Race who share the same values of collective endeavour and the pursuit of excellence.
“It’s an honour to be the first-ever official timekeeper in the race’s 195-year history to simultaneously become Title Sponsor and principal Partner. We really look forward to working with The Boat Race to bring this partnership to life, through the world of Chanel and our J12 watches.”
Siobhan Cassidy, Chair of The Boat Race Company, added: “We knew when we first met, on June 10 – the same date as the first-ever Boat Race in 1829 – that Chanel understood the appeal of our event and we’re confident that its involvement will help us take the event to new places and new people, as well as enhancing it for our existing followers.”
