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.

The annual University Boat Race is to be sponsored by a luxury watch as French fashion giant Chanel launches its first foray into sport. A multi-year partnership for the Oxford and Cambridge crews begins next year,

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. Luxury fashion companies are increasingly moving into the sports sponsorship space in a bid to attract new audiences.

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.

Chanel is set to make its debut in sports sponsorship by partnering with "The Boat Race," the UK’s oldest major sporting event, which features a

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

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.