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

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


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?