The Reasoning Behind Chanel’s Sponsorship of the Boat Race

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**Luxury**

**The Logic Behind Chanel’s Boat Race Deal**

The French luxury giant’s sponsorship of the annual Oxford-Cambridge Boat Race is more about brand storytelling than reach. “You’re talking about the ultimate level of sport with the purest values,” said Chanel’s president of watches and jewelry, Frédéric Grangié.

Chanel is sponsoring the annual Oxford-Cambridge Boat Race. (Getty Images)

By Robin Swithinbank
03 April 2025

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