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.

Britain’s historic Boat Race is getting a boost from Chanel. The luxury fashion house has stuck a deal to replace cryptocurrency firm Gemini as the sponsor of England’s historic rowing competition, Reuters reported.

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.

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

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.

Chanel is getting sporty. The luxury French fashion house has announced its first ever sport sponsorship, and it’s here on British shores (or should we say London shores?). The Boat Race puts ancient British universities Oxford and Cambridge head to head every year,

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