Tuesday, 9 June 2026 Intelligence · Analysis · Index
The business and culture of luxury in sport

Luxury brands, athletes, sponsorships and the commercial culture of elite sport.

Database

The Sporting Luxury Index

A live database tracking luxury brand partnerships, athlete relationships, event sponsorships and commercial signals across elite sport.

Overview

What we track

Every confirmed and rumoured luxury–sport commercial relationship, updated continuously.

Filter by sport, brand, athlete, year or confidence level.

Athletes →
Brands →
Reports →
4
Active partnerships
3
Athletes tracked
3
Brands tracked
0
Published analyses
All sports Tennis Formula 1 Golf Sailing Confirmed Rumoured Athlete deal Event sponsor
ID Brand Athlete / Event Sport Type Latest signal Confidence
— Louis Vuitton Carlos Alcaraz Tennis Ambassador / Campaign Luxury positioning around tennis' new generation High
— Gucci Jannik Sinner Tennis Brand partnership Tennis as a luxury-fashion storytelling platform High
— Miu Miu Coco Gauff Tennis Fashion relationship Youth-culture positioning through elite sport Medium
— Rolex Multiple tennis players Tennis Watch sponsorship ecosystem Long-term presence across elite tournaments and players High