The New Arena of Influence
From LVMH’s €300 million Olympic investment to TAG Heuer’s billion-dollar Formula 1 deal, luxury brands are reshaping their relationship with sport. Paul Sherrell examines the evolution of performance and prestige
The relationship between sport and luxury has changed dramatically in recent years. What was once a relatively conventional sponsorship strategy, with logos on shirts or trackside banners, has transformed into something far more immersive, emotional and central to brand storytelling. Luxury brands are no longer just present at sporting events; they’re shaping them, designing for them and using them as platforms to connect with new audiences in ways that traditional advertising simply cannot match.
At first glance, high-performance sport and high-end luxury may seem like separate spheres. But they are powered by the same ideals: discipline, precision, exclusivity, experience, and excellence. Both are driven by a relentless pursuit of being the best, whether that’s a tennis player training for Wimbledon or an artisan perfecting the finish of a bespoke handbag.
In both cases, the result is not just performance or product, but prestige. This overlap has made sport a natural new arena for luxury brands looking to communicate not just what they sell, but what they stand for. Agencies working at this intersection understand how deeply these worlds align, and how to translate that connection into authentic, engaging partnerships that resonate with today’s consumers.
The numbers back this up. In 2014, Global Sports Insights ranked Sport as the ninth largest industry , with revenues of $2.65 trillion. In the past five years, global sports sponsorship has grown into a $100 billion industry. Luxury brands are among the biggest investors. LVMH reportedly spent €150 million to become a premium partner of the Paris 2024 Olympics, and will spend a further €150 million per year on its new partnership with Formula 1.
TAG Heuer, part of LVMH, signed a 10-year F1 deal estimated to be worth $1 billion, the largest marketing investment in its history. Luxury presence at sporting events has never been bigger, and it’s not limited to motorsport. From football to tennis, sailing to equestrian, high-end brands are making sport a key part of their marketing mix.
Beyond traditional sponsorship
Rolex has long been a leader in this space. The brand’s involvement in events such as Wimbledon, the US Open and major yachting regattas has never been loud, but it has been consistent. By aligning itself with heritage, precision and performance, Rolex has become part of the backdrop of elite sport. This quiet presence has helped the brand earn cultural credibility without needing to shout. Today, more luxury brands are trying to achieve similar associations, using updated tactics that make use of digital tools, real-time storytelling and influencer partnerships.
LVMH’s role in the 2024 Paris Olympics offers a clear example of how the relationship between luxury and sport is evolving. Rather than just sponsoring the Games, LVMH integrated its brands into the event itself. Louis Vuitton designed the medal trunks. Berluti created the opening ceremony uniforms for the French team. Chaumet crafted the medals. Moët Hennessy handled the hospitality. It was a holistic, joined-up approach that went far beyond brand visibility. LVMH used the Olympics as a stage to demonstrate its values of craftsmanship, excellence and French cultural leadership.
We’re also seeing luxury brands treat sporting partnerships as a way to create new customer experiences, not just advertise. With Formula 1, LVMH has helped transform the race weekend into a branded universe. This includes everything from Formula 1-inspired, driver-designed, limited-edition watches through TAG Heuer, to curated hospitality suites and behind-the-scenes digital content that fans can engage with online. These initiatives allow brands to build emotional engagement around the sport, while also showcasing their products in highly aspirational, high-performance settings.
One of the reasons this works so well is that the role of the modern sports star has changed. Athletes today are more than competitors; they’re now cultural figures, tastemakers and role models with huge global reach. Stars such as Lewis Hamilton, Lionel Messi, Kylian Mbappé and Serena Williams have personal brands that extend into fashion, wellness, philanthropy and tech. When luxury brands work closely with athletes, whether on products, campaigns or content, they gain access to their authenticity and influence.
The power of emotional attention
Sport also gives luxury something that’s increasingly hard to come by: emotional attention. In a digital environment where consumers are bombarded with ads, live sports still command full focus. These moments are high-stakes, high-drama and deeply memorable. A win, a loss, a record-breaking performance – these aren’t just events, they’re stories. And if a brand is visibly and meaningfully present in that moment, it becomes part of that story.
To make the most of this opportunity, luxury brands need to think beyond traditional sponsorships. Successful partnerships today involve more integration and collaboration, inviting athletes behind the scenes, co-creating collections and using real-time content to bring audiences into the experience. Digital plays a big role here, from VR paddock tours to TikTok takeovers. Brands are using sport to generate content that feels exciting and up-close, while reinforcing their values of performance, design and innovation.
Increasingly, sport doesn’t exist in isolation. It collides with fashion, art and tech in ways that are reshaping popular culture. From LeBron James joining Louis Vuitton as a house ambassador, to Nike’s design collaborations with Jacquemus, to Formula 1 partnering with Apple Vision Pro, the boundaries between categories are dissolving. These moments aren’t just attention-grabbing, they’re proof that sport has become a central force in shaping what luxury looks and feels like today.
Of course, this kind of storytelling needs to be measured. It’s not just about counting likes or views. Brands need to assess how these partnerships affect customer perception, loyalty and purchase intent. The best marketers are combining sentiment tracking, social listening and post-event analysis to understand how sport shapes their brand in the minds of consumers, and where they can go next.
Looking ahead, the relationship between sport and luxury will only grow stronger. We’re already seeing more crossover into fashion weeks, wellness festivals and even virtual sports platforms as the boundaries continue to blur. In today’s crowded market, luxury needs new narratives and fresh stories that resonate on a deeper level.
Sport offers just that, with its powerful themes of dedication, victory, pride and the very human moments of challenge and vulnerability. Forward-thinking brands are tapping into this emotional richness to build relevance, create authentic connections and engage younger audiences – all while preserving their timeless prestige.
Luxury is evolving, expanding beyond salons and showrooms to take its place on the pitch, the podium and the global stage. Sport isn’t just a new trend in luxury marketing. It’s the next arena of influence.
Paul Sherrell is founder of Fit Management Limited (FitMg), an athlete management and brand partnerships agency. Connect with him on LinkedIn.
Image sources: 1 – Fibre2Fashion, 2 – Instagram, Instagram 3 – LVMH 4 – News Verstappen, Midjourney, 5 – Nike
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