A live database tracking luxury brand partnerships, athlete relationships, event sponsorships and commercial signals across elite sport.
| ID | Brand | Athlete / Event | Sport | Type | Latest signal | Confidence |
|---|---|---|---|---|---|---|
| 302 | Nike | Cristiano Ronaldo | Football | Lifetime athlete contract | Lifetime contract since 2016, one of the few in Nike's history; the 2026 World Cup is its final tournament window with Ronaldo as an active international. | High |
| 301 | Burberry | Son Heung-min | Football | Fashion ambassador | Ambassador since June 2022 — Burberry's bridge to the Korean market through its most trusted sporting face, amplified by South Korea's G-Dragon-designed 2026 wardrobe. | High |
| 300 | BOSS | Vinícius Júnior | Football | Fashion ambassador | Ambassador since June 2025; anchors BOSS's football-fashion positioning around Brazil's headline act for the North American World Cup. | High |
| 299 | Breitling | Erling Haaland | Football | Watch ambassador | Ambassador since 2024 — Breitling's most prominent active footballer, carrying the brand into Norway's first World Cup since 1998. | High |
| 298 | Adidas | Lamine Yamal | Football | Long-term athlete partnership | Signed from Nike in February 2024; elevated to global Adidas Originals ambassador August 2025; fronted SP5DER x Adidas F50 campaign in March 2026. | High |
| 297 | Louis Vuitton | Jude Bellingham | Football | House ambassador | Ambassador since August 2024; fronts the spring 2026 men's formalwear campaign shot by Arnaud Lajeunie — aligned with LV's Real Madrid club partnership. | High |
| 296 | Hublot | Kylian Mbappé | Football | Watch ambassador | Ambassador since 2018; with Hublot's FIFA exit, Mbappé's wrist is the brand's primary football visibility at the 2026 tournament. | High |
| 295 | Dior | Kylian Mbappé | Football | House ambassador | Ambassador since 2021 across Dior Homme and Sauvage — couture's longest-running bet on a footballer, entering its second World Cup cycle with France's captain. | High |
| 294 | Hublot | Hublot × FIFA (concluded) | Football | Official timekeeper (2010–2025, ended) | Hublot ended its 16-year FIFA timekeeping relationship in December 2025 after four World Cups; FIFA's 2026 watch presence is a licensed-timepiece deal with Axia Time at a lower commercial tier. | High |
| 293 | Nike | Nike × Virgil Abloh Archive × U.S. Soccer | Football | Federation fashion capsule | X2 capsule reworking USA '94 visual memory as a posthumous Abloh tribute, developed with the Virgil Abloh Archive for the host federation's home World Cup. | High |
| 292 | Louis Vuitton | Louis Vuitton × Real Madrid | Football | Official club partnership | Multiyear official partnership announced 2025 — formal travel wardrobes for the club's football and basketball first teams; Jude Bellingham separately a house ambassador. | High |
| 291 | Loewe | Loewe × Royal Spanish Football Federation | Football | Official formalwear partner | Four-year official partnership dressing Spain's men's and women's teams off-pitch from World Cup 2026 through 2030 — tailoring with hidden Anagram embroidery, Amazona and Puzzle bags. | High |
| 290 | Adidas Originals | Adidas Originals × Willy Chavarria × Mexico | Football | Designer national-team collection | 'Comienza Con El Sueño' collection honouring the Selección — era-spanning apparel, Willy Mega Low and Megaride Copa footwear; global launch June 10, 2026. | High |
| 289 | Jacquemus / Nike | Nike × Jacquemus × FFF | Football | Federation lifestyle collection | Jacquemus authors France's 2026 World Cup lifestyle capsule and pre-match shirt, worn by Les Bleus; launched June 11 through fashion channels with Sport dans la Ville as social partner. | High |
| 288 | Nike / Palace | Nike × Palace × The FA | Football | Federation fashion capsule | Three-way England capsule for World Cup 2026 under Nike's X2 program — stained-glass St George pre-match shirt, leather Three Lions varsity; Palace-first release June 12, global June 16. | High |
| 244 | Rolex | Carlos Alcaraz | Tennis | Athlete Ambassador | Confirmed partnership highlighting precision and performance | 92 |
| 243 | Rolex | Wimbledon / The All England Club | Tennis | Official Timekeeper and Patron | Continued role as official timekeeper and sponsor | 97 |
| 242 | Gucci | Jannik Sinner | Tennis | Athlete Ambassador | Fashion campaigns featuring Sinner | 88 |
| 241 | Louis Vuitton | Wimbledon / The All England Club | Tennis | Event Activation — Bespoke Trunk Commission | Creation of bespoke luggage and exclusive collections for Wimbledon players and VIP guests | 88 |
| 236 | Louis Vuitton | Carlos Alcaraz | Tennis | Athlete Ambassador — Bespoke Commission and Campaign | Louis Vuitton collaborated with Carlos Alcaraz on a personalised Louis Vuitton trunk — a bespoke commission that generated significant media coverage and signalled the brand’s investment in Alcaraz as one of tennis’s most luxury-relevant young athletes. | 92 |
| 235 | Lavazza | Wimbledon / The All England Club | Tennis | Official Coffee Partner — Hospitality | Lavazza supplies coffee at Wimbledon, integrating premium lifestyle elements into the event’s hospitality experience. | 92 |
| 234 | Ralph Lauren | Wimbledon / The All England Club | Tennis | Official Outfitter — Ball Persons and Officials | Ralph Lauren remains official outfitter for ball persons and officials, enhancing brand visibility and association with British sporting tradition. | 97 |
| 233 | New Balance | Coco Gauff | Tennis | Official Equipment Sponsor — Footwear and Apparel | Confirmed tennis shoe deal supporting Gauff’s athletic performance | 92 |
| 232 | Miu Miu | Coco Gauff | Tennis | Athlete Ambassador | Campaigns launched around US Open 2023 featuring Gauff in Miu Miu’s youthful, experimental fashion aesthetic | 92 |
| 231 | Rolex | Roger Federer | Tennis | Athlete Ambassador (legacy) | Historically a flagship ambassador, embodying Rolex’s heritage values in tennis. | 97 |
| 230 | IWC Schaffhausen | George Russell | Formula 1 | Driver Ambassador / Co-Design | George Russell joined IWC Schaffhausen as an official ambassador in 2022, the same year he joined the Mercedes-AMG Petronas Formula One Team as a full race driver. The relationship deepened over subsequent seasons, culminating in a co-design collaboration announced in early 2026: two limited-edition Pilot’s Watches — the Automatic 41 and Chronograph 41 — in […] | 95 |
| 229 | LVMH | Formula 1 (sport-wide) | Formula 1 | Group-Level Global Partnership | Formula 1 and LVMH announced a 10-year global partnership in October 2024, worth a reported $1 billion over its term — the largest single luxury brand partnership in the sport’s history. The deal provides structured access for multiple LVMH Maisons across the Formula 1 calendar: Louis Vuitton became title partner of the 2025 Australian Grand […] | 97 |
| 228 | Richard Mille | Scuderia Ferrari | Formula 1 | Official Team Watch / Team Partner | Richard Mille became the Official Watch of Scuderia Ferrari in 2021, establishing a multi-year partnership that places the brand’s logo on Ferrari’s F1 cars and drivers’ helmets. The partnership has produced a series of co-branded watches drawing on Ferrari’s automotive design language, most recently the RM 43-01 Tourbillon Split-Seconds Chronograph Ferrari (2025), limited to 150 […] | 96 |
| 227 | Breitling | Aston Martin Aramco Formula One Team | Formula 1 | Official Watch Partner | Breitling became the Official Watch Partner of the Aston Martin Aramco Formula One Team from the 2026 season. The multi-year partnership launched with the Navitimer B01 Chronograph 43 Aston Martin Aramco Formula One Team — the first Navitimer with a titanium case, limited to 1,959 pieces at $11,500, with 1,959 referencing the year of Aston […] | 95 |
| 226 | Gucci | Alpine F1 Team | Formula 1 | Title Sponsorship (effective 2027) | Gucci was announced as title partner of the Alpine Formula One Team from the 2027 Formula 1 season — the first luxury fashion house to hold that position in the sport’s history. The team will race as the Gucci Racing Alpine Formula One Team from 2027, adopting Gucci’s visual identity in its livery and establishing […] | 97 |
| 225 | Richard Mille | Charles Leclerc | Formula 1 | Driver Ambassador / Named Watch Partner | Richard Mille and Charles Leclerc have maintained a personal partnership since 2018, predating Leclerc’s move to Scuderia Ferrari. The relationship has produced a series of named watches, beginning with the RM 67-02 prototype in Monaco colours (donated to Only Watch 2021 where it sold for CHF 2.1 million) and continuing with the RM72-01 in 2025 […] | 96 |
| 224 | IWC Schaffhausen | Mercedes-AMG Petronas Formula One Team | Formula 1 | Official Engineering Partner | IWC Schaffhausen has been the Official Engineering Partner of the Mercedes-AMG Petronas Formula One Team since 2013, making it one of the longest-running watch brand partnerships in Formula 1. The relationship produces co-branded watches sold at retail, team watches worn trackside by mechanics and engineers, and driver-level collaborations. The 2025 season launch included the Pilot’s […] | 95 |
| 223 | TAG Heuer | Formula 1 (sport-wide) | Formula 1 | Official Timekeeper | TAG Heuer returned as Official Timekeeper of Formula 1 at the start of the 2025 season, ending Rolex’s decade-long tenure. The return was announced as part of LVMH’s 10-year global partnership with Formula 1, worth a reported $1 billion over its term. TAG Heuer’s timekeeping responsibilities cover all 24 Grand Prix events: race timing, qualifying, […] | 97 |