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Luxury brands have made their mark in the world of sports. Dior has been dressing PSG since 2021. Gucci has partnered with Aryna Sabalenka, the world’s number one tennis player. Hermès offers equestrian equipment. Louis Vuitton dresses the players of Real Madrid. In the blink of an eye, the investments made on both sides pay off big, both in terms of numbers and visibility.

Far from being just a trend, luxury and sports are more compatible than one might think. This is the message the sector is conveying, by all means possible. “The values ​​embodied by luxury and sports are aligned. In sports, we talk about perseverance, precision, endurance, excellence. It’s the same for an artisan who will repeat his gesture until he achieves perfection,” emphasizes Isabelle Chaboud, director of the master’s program in Fashion, Design and Luxury Management at Grenoble Ecole de Management, for Franceinfo. And luxury brands have understood this for a long time.

This was evident at the 2024 Paris Olympics. These Games are a moment to showcase a brand. This explains the sudden increase in partnerships between athletes and luxury brands – the Paris Games were no exception. Gucci signed with Jannik Sinner, the world’s number one tennis player. Guerlain with Pierre Gasly, French Formula 1 driver. But it was the LVMH group that could be declared the winner in terms of image! With its partnerships and investments, the brand has established itself as a reference in sports. It dressed teams or singers during the opening ceremony. Louis Vuitton also honored partnerships with several athletes during these Games.

At times, it is a give-and-take situation. And all of this comes at a time when the luxury sector is struggling. Global luxury spending has decreased by 1 to 3% compared to 2023, and in 2024, only a third of brands experienced growth. Turning to sports is a way to attract a new audience and rebuild. Every year, sports bring together millions of viewers, offering considerable visibility for brands that manage to secure sponsorship contracts.

Sometimes, partnerships help highlight less-followed sports. Chanel Beauty launched a two-year mentorship program in March 2026, supporting seven high-level female athletes around the world. These partnerships also help highlight less-followed sports among women, such as Formula 1. Charlotte Tilbury became the official partner of F1 Academy in 2024, aiming to elevate a new generation of young, fearless female pilots in the traditionally male-dominated world of motorsports. The next stop: Roland-Garros, from May 18 to June 7 in Paris, with Rolex and Lacoste as premium partners.