NFL names Breitling as first-ever luxury watch partner
The National Football League (NFL) is continuing to expand its fashion reach with a new multi-year global partnership with luxury Swiss watchmaker Breitling_ named as the league_s official global luxury timepiece partner.
The move marks the NFL_s first-ever collaboration with a luxury watch brand_ and is being seen as a way for the league to further its ties with fashion_ as well as support its international expansion plans_ as the NFL will be collaborating with Breitling through activations at the brand_s boutiques around the world_ including for its 2025 NFL International Games_ which will take place in the UK_ Brazil_ Ireland_ Germany and Spain.
Renie Anderson_ executive vice president and chief revenue officer at the NFL_ said in a statement: “This partnership unlocks new possibilities and value for the NFL_ allowing us to set a new standard for our brand.
“We look forward to integrating the bold spirit of Breitling with the power of our sport to connect with fans through meaningful_ lasting products and tailored experiences tied to some of the league_s biggest moments.”
Breiling partners with the NFL to expand reach in North America
For Breitling_ where the US is the Swiss watchmaker_s biggest market_ a partnership with the NFL adds a connection to American culture and access to key sporting events_ including the Super Bowl LX. The brand will also activate across key NFL events_ such as the NFL Honors_ where it will present custom timepieces for select winners during the annual awards ceremony.
This isn't Breitling's first play on the football field; the luxury watchmaker collaborated with the Baltimore Ravens in the 1990s on a limited edition Chronomat_ and in 2022_ Jacksonville Jaguars quarterback Trevor Lawrence became an ambassador.
Thierry Prissert_ president of Breitling US_ said: “The NFL is an unmatched force in American culture_ and this partnership strengthens Breitling_s connection to that audience in an authentic way.
“With the NFL team-edition collections_ Breitling continues to offer fans something they_ve never had before from a luxury watchmaker - timepieces that reflect their team loyalty while delivering the design_ durability and performance Breitling stands for.”
In addition_ Breitling has also signed a long-term licensing agreement with the NFL and is launching two NFL team-edition watch collections. Fans of the NFL can choose between the Breitling Chronomat Automatic and the Endurance Pro watches_ which have been revamped in the NFL team colours and logos.
For instance_ on the Chronomat Automatic style_ the dial colour matches each NFL team's primary colour_ such as red for the San Francisco 49ers or green for the Philadelphia Eagles_ while on the contrasting GMT hand_ the secondary colour of each team is featured_ such as Steelers gold or Broncos navy.
Georges Kern_ chief executive at Breitling_ added: "Collaborating with such an iconic and established league like the NFL is a touchdown for Breitling. As a casual_ conscious luxury brand with purpose - the high-performance action of the NFL_ combined with its values of responsibility and integrity_ align perfectly with Breitling."
The Breitling x NFL collections will launch during the 2025 NFL season and will be available worldwide at Breitling boutiques_ authorised retailers_ and on Breitling.com.
NFL looks to fashion to support international expansion
In recent years_ the NFL has been increasing its focus on the fashion market to expand the audience of the league and its international reach. Last month_ the NFL named fashion retailer Abercrombie & Fitch as its official fashion partner_ a first for a league sponsor_ building on the success since launching licensed NFL products in 2022_ as it looks to offer fan style through a “fashion-first lens”.
The NFL has also recently signed multi-year licensing deals with comfort footwear brand Crocs_ lifestyle brand Johnnie-O_ and athleticwear brand Champion_ as well as teaming up with premium sports fashion brand Off Season_ co-founded by designer Kristin Juszczyk and British businesswoman Emma Grede_ which offers elevated team apparel_ intersecting football_ sports and fashion.
Commenting on its recent fashion partnerships_ Tracie Rodburg_ senior vice president of global partnerships at the NFL_ said: “As the NFL continues to evolve_ we are partnering with brands that share our strategic vision.
"Naming Abercrombie & Fitch as an official sponsor reinforces our position as a growing leader in the fashion community_ creating deeper connections with our fans at the convergence of fandom and fashion and celebrating our players_ dynamic style.”