Tennis is where luxury's modern athlete strategy was proven. Rolex's institutional presence at Wimbledon set the template for tournament partnership; the current generation extends it through players: Gucci's campaign work with Jannik Sinner, Louis Vuitton's personalised trunk for Carlos Alcaraz, and Miu Miu's styling relationship with Coco Gauff. Our founding analysis, Why Tennis Has Become Luxury's Favourite Sporting Stage, and Wimbledon as Luxury Infrastructure set out the model — one that now scales into Formula 1 and, at the largest scale yet, football's World Cup cycle.