In this bonus episode of The Luxury Society Podcast, Robin Swithinbank and David Sadigh, Founder and CEO of DLG, examine the luxurification of sport and what a summer of football, tennis and athletics reveals about where the relationship between luxury brands and sport is heading next.

With FIFA set to announce revenues of between $13 and $15 billion from this World Cup, luxury brands largely bypassed official sponsorship channels in favour of player-centric activations, airport arrivals as de facto catwalks and the extraordinary reach of athlete social media. From Rolex's five-decade tennis strategy to Erling Haaland's taxidermy raccoon moment, the pair explore the science of matching brand values to athlete personality, the growing power of padel, and why the biggest risk in sports sponsorship is following everyone else into the same territory.

Tune in for:

• Why luxury brands won the World Cup even without official sponsorship, and what that means for the future of sports marketing
• How Rolex signed Jannik Sinner at 18 and ranked 75 in the world, and what it reveals about the patience behind the best brand-athlete partnerships
• Which emerging sports still represent untapped territory for luxury brands

Brought to you by DLG, in partnership with The 1916 Company. 

The 1916 Company is reshaping the world of collectible watches and fine jewelry, uniting a global community through trusted expertise, editorial excellence, and client-first experiences. With more than 20 boutiques and Collector's Lounges worldwide, the company bridges new and pre-owned markets across collectible watches, fine jewelry, and designer handbags, supported by dedicated advisors, expert watchmakers, and seasoned journalists. As majority investor in independent manufacture De Bethune, The 1916 Company holds a singular position at the intersection of retail, editorial, and community. 

www.the1916company.com 

Produced by Juliet Fallowfield, Fallow, Field & Mason 2026

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