The Boat Race

We have worked with The Boat Race since 2023, providing a comprehensive press office to drive awareness, interest, attendance and viewership for the event.

In 2024, The Boat Race announced a title partnership with CHANEL, which also represented the luxury brand’s first foray into sport sponsorship.

We worked closely with the CHANEL communications team to devise an impactful announcement strategy, which included the drafting of a joint release, alignment on key media targets, the drafting of key messaging documents and a partnership Q&A and thorough briefing of key spokespeople.

Our approach included securing an exclusive with a key national, followed by wide, but targeted distribution of the announcement to contacts across other nationals, consumer lifestyle, sports, broadcast, regional and trade media.

Broadcast was also a tactic; management of 1-2-1 interviews with the Chair of The Boat Race Company to discuss the partnership, its rationale and the benefits for both parties over the course of this season and beyond.

What we delivered

Delivered press office support for The Boat Race

Led media strategy for CHANEL title partnership announcement

Coordinated spokesperson briefings

Managed broadcast interviews with Chair of The Boat Race Company