The presence of luxury brands in the realm of sports sponsorship is on the rise. Last month, Prada partnered with the Chinese women’s soccer team for the FIFA Women’s World Cup, while Able Made teamed up with Burberry to create a soccer apparel collection using upcycled fabrics.

Meanwhile, luxury giant LVMH announced its sponsorship of the forthcoming Olympic Games in Paris, showcasing its prominent role in sports sponsorship.

In the past, athletic brands such as Nike and Adidas held sway as dominant retail brands in the sports industry. However, a new trend is emerging as luxury brands are eyeing a share of the lucrative sports market.

While both luxury and traditional athletic brands can peacefully coexist in this arena, experts believe that luxury brands also have the potential to capture a significant market share.

Matt Powell, an advisor at retail consultancy firm Spurwink River, emphasized the significance of sports in today’s retail landscape, stating, “It shows how important sports is to retail in the world today.

It gets a tremendous amount of media attention and personal attention on the part of the consumer. Therefore, it is acknowledged that there is a chance to capitalise on this interest and introduce those individuals to their brands.”

While experts concur that luxury brands are unlikely to produce their own cleats or dri-fit shirts, there is still an avenue for them to collaborate with athletes beyond the sports arena.

As seen in Able Made’s recent collaboration with Burberry, they introduced a collection of hoodies, joggers, and jackets—items that fall under athleisure wear, a domain traditionally dominated by Nike and Adidas.