Britain’s historic Boat Race is getting a boost from Chanel. The luxury fashion house has stuck a deal to replace cryptocurrency firm Gemini as the sponsor of England’s historic rowing competition, Reuters reported.

Fashion giant Chanel has ventured into sport sponsorship for the first time after agreeing to become the headline partner of The Boat Race. The annual Thames regatta between Oxford and Cambridge Universities will be known as The Chanel J12 Boat Race after the luxury brand,

Chanel to sponsor The Boat Race from next year in long-term partnership - The deal will see the race renamed The Chanel J12 Boat Race and will also see the brand become its official timekeeper.

Sponsoring a sports event for the first time, Chanel will become the top-name sponsor of the Boat Race.View on euronews

French luxury brand Chanel will sponsor Britain's historic Oxford and Cambridge Boat Race next year in the first sporting sponsorship for the company known for its tailored suits and quilted purses.

The annual University Boat Race is to be sponsored by a luxury watch as French fashion giant Chanel launches its first foray into sport.

The iconic Oxford-Cambridge Boat Race will be renamed to the “Chanel J12 Boat Race” next year due to a long-term partnership with luxury brand Chanel.

Omega’s official timekeeping duties at the Olympic Games and TAG Heuer taking over from Rolex at Formula 1 are natural associations between high profile precision sports and watchmakers wanting to highlight their engineering prowess to an engaged global audience.

French fashion company Chanel is to sponsor Britain's historic Boat Race between Oxford and Cambridge universities from 2025, marking its first foray into sport.

From 2025, the historic annual boat race between the two universities will be known as the Chanel J12 Boat Race.