JL to partner with The Boat Race
The Boat Race has signed JL to be the official performance wear sponsor, meaning rowers from both Oxford University Boat Club and Cambridge University Boat Club will suit up in custom performance apparel for the storied event.
“This will help increase our brand recognition internationally and support The Boat Race in their endeavors to increase viewership internationally,” said Alison Abrams, VP of Sales at JL Racing. It brings more awareness to the sport and hopefully inspiring viewers and motivating younger rowers to whatever potential they want to see out.”
JL has sponsored The Boat Race in the past with the most recent partnership the 2017 regatta, however this will be the first time the brand works with The Boat Race directly since launching JL Racing UK.
“We always pride ourselves on providing comfortable performance gear,” said Abrams. “Our main goal is to make sure the athletes feel that they can perform at their best without distraction.”
The performance apparel outfitter will be contributing to a nearly 200-year tradition of rivalry between two powerhouse clubs who race four miles, or 6.8 km, along the River Thames in South West London with over 250,000 spectators present or tuning in to watch.
“We want to make sure the fit and the fabric are right,” stated Abrams. “We also make sure the design fits the traditional and historic mantra of the boat race but also give it the modern design with whatever sponsor logos and specific design details the clubs want to include.”
The upcoming racing will take place on Sunday, April 13, 2025 with the dark blue of Oxford and the pale Cambridge blue blazing down the course garbed in JL Racing. More information about how to watch the racing and the JL Racing partnership can be found on The Boat Race website.
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