French fashion designer Chanel is to sponsor The Boat Race from 2025 after announcing a long-term partnership marking its first foray into sport. From next year the event will be named The Chanel J12 Boat Race, taking the name of one of the company’s high-end watches, and the fashion brand will also become its official timekeeper. The deal, which will see Chanel replace cryptocurrency firm Gemini, will run until at least 2029 when the men’s race, which started in 1829, will celebrate its 200th anniversary, and the women’s race will turn 100 after being founded in 1929.
Chanel will also become The Boat Race’s official timekeeper (Row360/The Boat Race/PA) Every year the event is watched by more than 250,000 spectators on the riverbank, broadcast live on the BBC, and watched by millions globally on television. Frederic Grangie, president of Chanel watches and fine jewellery, said: “We are delighted to sign a strategic 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.
“Synchronicity in rowing is as crucial to the race as watchmaking craftsmanship 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. “We look forward to working with .