The Henley Royal Regatta rowing event has agreed sponsorship deals with Bremont Watch Company, men’s clothing outlet Hackett London and luxury car manufacturer Aston Martin.
The three companies become the first-ever commercial partners of the event, which is held annually on the River Thames by the town of Henley-on-Thames in England. The lengths of the agreements were not disclosed.
Bremont Watch Company will be the official timekeeper of the event, providing handmade mechanical stopwatches for all races at the Regatta. It will also develop official Henley Royal Regatta timepieces throughout the partnership term.
Hackett London will be the Regatta’s first official clothing partner, providing a range of custom clothing for men and women to buy at the event, in other Hackett stores and online.
Aston Martin will be the official automotive partner, using its luxury sports cars to transport key officials and important guests during the event.
Sir Steve Redgrave, chairman of the Regatta’s committee of management said: “The Regatta is proud to be involved with such highly respected British brands and their association with the Regatta will not only enhance the spectator experience but will mark the start of further long-term partnerships.
“The Stewards have always sought to retain the unique charm and character of the event and these partnerships will work in a mutually beneficial way without overtly commercialising the event.”