Clothing & Accs.

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For the delayed 2020 US Open, long-time sponsor Rolex activated through a testimony-led campaign centred on its 40-year relationship with the tournament.

To mark Liverpool’s 2019-20 Premier League title, partner Levi’s rolled out a clothing collaboration with street artist Akse.

Through the summer of 2019, Specsavers activated its England Test Match title sponsor rights via multiple strands including media engagement, VIP hospitality, on-site and at-stadium branding.

Fashion brand Hugo Boss is committing significant levels of investment to its four sports sponsorship strands in football, motorsports, sailing and golf.

Italian FA (FIGC) set to earn €37m from sponsorship rights in 2019 Top Partner deals renewed this month with Eni and Tim

The Swiss Ice Hockey Federation has extended deals with two of its major sponsors, watchmaker Tissot and the Swiss airline

Active eyewear brand goodr has partnered with this year’s edition of women’s team golf competition the Solheim Cup, which takes place this week at Gleneagles in Scotland.

NFL American football franchise the San Francisco 49ers has agreed a multi-year partnership with online eyewear company Zenni Optical

The National Football League has entered into a multiyear licensing agreement with Men’s Wearhouse and Jos. A.

Features

Swiss watchmaker Rolex has agreed a fee of around $10m (€8.5m) per year to serve as the US Open’s Official Timekeeper and Official Timepiece in a deal stemming from the early contract termination by rival brand Citizen.  

Omega holds the most valuable deal in the luxury goods sector while Tissot have the most amount of deals according to research by Sports Sponsorship Insider.

Rolex-owned luxury watch brand Tudor has added sponsorship of World Rugby to its deals with the New Zealand All Blacks and high-profile sporting and celebrity ambassadors to build a brand identity distinct from its parent company.

Rolex-owned luxury watch brand Tudor’s new seven-year partnership with World Rugby is comfortably the biggest deal the global governing body has signed with a timing partner.

Swiss watchmaker Rolex has built a long-term marketing strategy around key sports and events in equestrianism, golf, motorsport, tennis and sailing.

Swiss watch manufacturer Rolex has taken over the title rights to the Paris Masters men’s tennis tournament from French bank BNP Paribas in a change of roles for two of the biggest sponsors in French tennis.

Swiss luxury watchmaker Hublot this month committed to a three-year deal with the International Cricket Council (ICC) after it had previously signed event-only deals with the federation.

Swiss watch maker TAG Heuer, owned by French luxury goods conglomerate LVMH, agreed a multi-year deal with the Chinese Football Association.

Scottish tweed manufacturer Harris Tweed Hebrides (HTH) has entered a partnership with Scottish Rugby, the national association for rugby union in Scotland, to increase brand awareness and sell a Scottish Rugby-themed product collection.

Luxury design brand Felio Siby signed as the Official Lifestyle Partner of Formula One team Force India this year to drive barnd awareness and sales of its limited edition watches.

Swiss watchmaker Rolex will increase its investment in sponsoring golf's European Tour with the launch next year of the seven-event Rolex Series.

Emergent Formula One racing team Sahara Force India was able to carve out a one-race deal with on-car branding for the US clothing company Levi's because the logo rights were transferred from United Breweries, the drinks company part-owned by the team's principal Vijay Mallya.

Swiss watchmaker Tissot has become the first brand to sign up to the International Cycling Union’s (UCI) fledgling World Cycling Partner programme but the federation will look outside its portfolio to fill the remaining slots.

Swiss watchmaker Tissot has upgraded its exposure with the International Cycling Union (UCI) in the face of an increasingly competitive market for timing sponsorship.

Clothing company Pepe Jeans accepted a deal with Red Bull Racing that offered significantly less visibility than its previous agreement because of the equity it has built with the Formula One team.

TAG Heuer has become the Premier League’s first Official Timekeeper and Watch Partner in a three-year deal from 2016-17 to 2018-19 understood to be worth CHF8m (€7.2m/$8.1m) per year.

Watchmaker Tag Heuer added another property to its burgeoning motorsports portfolio under an agreement with the World Touring Car Championship (WTCC).

Danish fashion brand Bestseller will sponsor carmaker Renault’s new Formula One team, thus ensuring that Danish driver Kevin Magnussen gets one of the main driver positions for the 2016 season.

Luxury watch brand Rolex has renewed its partnership with the Le Mans 24 Hours race and extended the agreement to include the entire World Endurance Championship (WEC), serving as the motor racing series’ Official Timing Partner.