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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. Kering to acquire jewelry manufacturer Raselli Franco Group
  2. Fendi pays homage to artist with playful puppet fall campaign
  3. Gucci studies connection in spring/summer 2025 campaign
  4. Dior dives into French Riviera with escapist fragrance
  5. Brioni launches anniversary capsule at Bergdorf Goodman
  6. Piaget fetes sixth year of USPA Gold Cup sponsorship with new timepiece
  7. Hermès showcases the surreal for spring campaign
  8. Luxury Unfiltered: Why luxury must evolve from product to purpose to stay relevant
  9. Chanel unleashes ‘From Dream to Reality’
  10. Luxury Women to Watch 2017
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