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Dec. 19, 2025
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Sports

Will luxury brands still sponsor sports events this year after the coronavirus pandemic?

May 15, 2020

Rolex sponsors the U.S. Open at Arthur Ashe Stadium. Image credit: US Open Rolex sponsors the tennis US Open at Arthur Ashe Stadium in New York. Image credit: US Open

 

By Dianna Dilworth

Luxury brands have a legacy in sports sponsorships, but will this change now that several professional sports organizations have been forced to re-imagine their 2020 live-event schedules with COVID-19 social-distancing rules?

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  1. Off the Cuff: Getting to know luxury's top-tier talent in 2025
  2. Lamborghini heads to French Alps for women-led driving series
  3. Burberry, EssilorLuxottica renew licensing deal
  4. Ennismore picks Bangkok site for first-in-region SLS Residences
  5. Dior builds five-story statement flagship in Beijing
  6. Laura Burdese to succeed Bulgari CEO
  7. Luxury Women to Watch 2017
  8. Happy Holidays!
  9. Brunello Cucinelli casts holiday spell with ‘Cinema Meraviglia’
  10. US luxury car market expected to double in next decade: BCG
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Off the Cuff: Getting to know luxury’s top-tier talent in 2025