As the Six Nations tournament draws to a close this weekend, the popularity of rugby seems undeniable. And yet, this sport still attracts little interest from luxury brands. What is holding the sector back from investing heavily in rugby ?
Sports sponsorship is now a major lever for luxury brands seeking to increase their visibility: tennis, Formula 1, water sports… The big names in the sector no longer hesitate to invest heavily in these areas, which reflect very specific cultural codes : elegance, tradition, exclusivity, which naturally correspond to the positioning of these brands.
Rugby appears to be an exception in this context. Although the sport has a loyal following and prestigious events, it does not yet enjoy the same attention from the luxury industry. The dominant sponsors of rugby currently come more from sectors such as beer, financial services, and telecommunications than from luxury.
Watchmaking, a pioneer of luxury in rugby
Among the rare examples of luxury investment in rugby, Swiss watchmaking occupies a special place. In 2022, Breitling signed a major partnership with the Six Nations Championship, becoming the official timekeeper for the men’s and women’s competitions as well as the Autumn Nations Series.
The brand went even further by forming its team of ambassadors, the “Breitling Squad,” composed of players from the six participating nations, and launched limited-edition watches inspired by the tournament, a new collection of which was released in 2025.
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