Dior
LVMH's couture flagship. Kylian Mbappé has been a Dior ambassador since 2021 — fashion's most durable bet on a footballer as couture client.
Sports: Football
Tracking how luxury houses use athletes, events, products and sport sponsorship to build cultural influence and commercial reach.
LVMH's couture flagship. Kylian Mbappé has been a Dior ambassador since 2021 — fashion's most durable bet on a footballer as couture client.
Sports: Football
LVMH watchmaker that defined football timekeeping for 16 years — and walked away from FIFA in December 2025. Kylian Mbappé remains its marquee football ambassador.
Sports: Football
FIFA's longest-standing partner and Messi's lifetime sponsor. Its Willy Chavarria Mexico collection and Lamine Yamal portfolio anchor its 2026 fashion position.
Sports: Football
The dominant sportswear power at the 2026 World Cup. Its X2 program pairs seven federations with fashion collaborators — Palace, Jacquemus, NOCTA, Patta, Slawn, PEACEMINUSONE and the Virgil Abloh Archive.
Sports: Football, Tennis
Independent French fashion house. Partner of Nike and the French Football Federation on the Les Bleus lifestyle collection for the 2026 World Cup.
Sports: Football
LVMH's Spanish leather house. Official partner of Spain's national football teams from the 2026 World Cup through 2030 — formal tailoring, travelwear and leather goods.
Sports: Football
Rolex maintains a longstanding presence as official timekeeper and sponsor of major tennis tournaments, emphasizing precision, heritage, and elite performance to reinforce its luxury positioning.
Sports: Tennis, Football
Gucci engages emerging tennis talent like Jannik Sinner to blend fashion innovation with athletic dynamism, targeting younger demographics and expanding its cultural relevance within the sport.
Sports: Tennis, Formula 1, Football
Louis Vuitton leverages iconic tennis events such as Wimbledon to create exclusive product collaborations and elevate brand prestige through cultural association with the sport’s heritage and elite audience.
Sports: Tennis, Football
Breitling is a Swiss watchmaker founded in 1884, known for aviation and instrument watch heritage. Since 2017, CVC Capital Partners has held a significant stake in the company. In 2026, Breitling became the Official Watch Partner of the Aston Martin Aramco Formula One Team, launching the first-ever titanium-cased Navitimer to mark the partnership. The co-branded […]
Sports: Formula 1
Richard Mille is an independent Swiss watchmaker founded in 2001. Operating at the ultra-luxury price tier, the brand uses elite athlete partnerships — including Charles Leclerc and Rafael Nadal — as product development and PR platforms. Since 2021, Richard Mille has been the Official Watch of Scuderia Ferrari. Its watches combine ultra-thin case architecture with […]
Sports: Formula 1, Tennis, Football
IWC Schaffhausen is a Swiss luxury watchmaker founded in 1868. Part of Compagnie Financière Richemont SA, IWC has been the Official Engineering Partner of the Mercedes-AMG Petronas Formula One Team since 2013. Its positioning is built around precision engineering and high-performance tool watches. Recent driver collaborations include a 2026 limited edition with George Russell.
Sports: Formula 1
TAG Heuer is a Swiss luxury watchmaker founded in 1860 in Saint-Imier. Part of the LVMH group, TAG Heuer returned as Official Timekeeper of Formula 1 in 2025 as part of LVMH’s 10-year global partnership with the sport. The brand has a history with Formula 1 stretching to 1969. Its product strategy spans the Formula […]
Sports: Formula 1, Tennis