Luxury brands are increasingly partnering with mass-market sports such as football, basketball, and Formula 1 — even as they refocus their strategies on high-net-worth clients. According to Luxurynsight data, sports sponsorships and collaborations have surged dramatically in recent years, reflecting the sector’s need for global visibility and cultural relevance. Jonathan Siboni, CEO of Luxurynsight, explains how sports have become a powerful entertainment platform that allows luxury brands to scale their lifestyle narratives while managing the risks of brand dilution. Discover how luxury brands balance exclusivity and scale through sports partnerships — explore the full analysis with our insights.