How luxury brands are discovering the world of sport

See and be seen: 2026 promises sporting events of the highest calibre. It’s not just the physical feats that attract spectators – at these competitions, athleticism and glamour collide.

Formula 1 races have long been known to be events at which sport is only part of the programme. Grand Prix weekends have become social hotspots where you may encounter people you would otherwise expect to see at fashion weeks or A‑list events such as the Met Gala. And since Snoop Dogg showed at the Olympics how effortlessly even dressage can become a global talking point, one thing is clear: sport is now part of the entertainment A‑list.

Formula 1 reimagined

In recent years, Formula 1 has fundamentally reinvented itself. Strictly controlled under Ecclestone, it gradually opened up following the takeover by Liberty Media in 2017: social media was no longer seen as a disruptive factor, but as an opportunity. Drivers and teams were now allowed to communicate independently. The Netflix series ​‘Drive to Survive’ brought to light stories that used to disappear into the pit lane and briefings. With its narrative approach, it shifted the focus from technology to people – drivers, team bosses, rivalries, pressure – and turned the season into a docu-soap with clear protagonists and unfolding drama.

The strategy created an insatiable appetite for content: according to surveys, around 70 per cent of Generation Z interact with F1 content on a daily basis. ​‘Always on’ channels serve this demand – even between races. At the same time, the series attracted new partners. When LVMH signed a ten-year contract as a global Formula 1 partner in 2025, it was less a sponsorship than a statement: F1 is a stage on which luxury brands are not only visible but relevant. Moët Hennessy designs the hospitality, Tiffany manufactures trophies, Louis Vuitton supplies suitcases and cases that have become visual trademarks. Brands use F1 because they find what their customers are looking for there: precision, spectacle, speed.

The new world of sporting events

You can feel it on site. Tickets for Monaco or Las Vegas are now as sought-after as seats at the Oscars. The VIP areas resemble temporary salons; the harbour is denser with yachts than anywhere else, and anyone who shows up in the pit lane on race weekend is not making a motorsport statement, but a social one. In Monaco, a unique ecosystem is developing around the Grand Prix. Explora Journeys, for example, offers experiences that extend far beyond classic hospitality – a mixture of views of the track, a high-class yacht feeling, dinner, and dramatic staging that is almost reminiscent of private art events. Formula 1 has become a global showcase.

The Olympics have picked up on this dynamic in their own special way. The scene with Snoop Dogg and dressage showed how much perception can be changed by tonality. Paris 2024 was presented in a more open, accessible way, and Milan/​Cortina is set to continue this development.

Brands and star power

In tennis, the potential has long been visible. Alcaraz, Sinner, Gauff, and Rune are icons, supported by brands that understand how much personal style is part of the game. Rolex has been involved in the sport for decades, Rado creates design accents, and Gucci is experimenting with new visibility in the athleisure sector. Tennis appears elegant, international, and natural – especially at Grand Slams. Between these flagship events, however, the ATP Tour remains more reserved. The stars are there, as are the stories – but there is still room for improvement, especially at smaller tournaments.

Sports that have never altered their rhythm present themselves quite differently. Polo, sailing, golf, and show jumping thrive on traditions, fixed locations, and clear style codes. They are stable, not driven by trends – and that is precisely why they appear modern once again. The so-called old money aesthetic, which Generation Z has discovered for itself, finds its natural expression here: less show, more attitude. And here, too, brands understand the cultural logic: Cartier in polo, Loro Piana in sailing, Ralph Lauren at Wimbledon. These are long-term partnerships that seek credibility rather than the limelight.

The Longines Global Champions Tour operates precisely in this space. Its venues – Paris, Ramatuelle/​St. Tropez, Monaco, London, Miami Beach, New York, Vienna – speak their own language. The sport remains classic, but the staging is contemporary: light summer evenings, clean lines, cities and coastlines as backdrops. Longines combines precision with imagery, and the PR almost takes care of itself. This creates an atmosphere that does not change equestrian sport, but creates a new sounding board for it. It is little wonder that the same international scene meets there as found at Formula 1 weekends or fashion events.

Those who attend sporting events in 2026 will rarely experience just competition. These events have become venues. Places where fashion, cuisine, staging, and encounters take centre stage alongside sporting performance. In Monaco, a race weekend transforms the city into a stage. At Wimbledon or in New York, tennis feels like a ritual that embodies exactly what many people are looking for. And the Global Champions Tour shows how elegant summer can look when horses, venues, and audiences share the same rhythm.

Sport has always been an experience. In 2026, it will be an international social format.

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