Breitling Becomes NFL’s First Luxury Watch Partner

The National Football League (NFL) is broadening its influence in the fashion sphere through a new multi-year global collaboration with luxury Swiss watchmaker Breitling, which has been designated as the official luxury timepiece partner of the league.

This partnership signifies the NFL’s first venture with a luxury watch brand and is aimed at strengthening its relationship with the fashion world, while also aiding its international presence. The collaboration will be highlighted through various activations at Breitling’s boutiques globally, coinciding with the 2025 NFL International Games set to occur in the UK, Brazil, Ireland, Germany, and Spain.

Renie Anderson, the NFL’s executive vice president and chief revenue officer, commented, “This partnership opens up new avenues and value for the NFL, allowing us to elevate our brand.”

“We aim to blend Breitling’s bold essence with the excitement of our sport, creating connections with fans through unique, meaningful products and experiences tied to key moments in the league.”

Breitling Engages with the NFL to Broaden its Influence

The partnership presents Breitling with an opportunity to deepen its connection to American culture, as the U.S. stands as the brand’s largest market. Collaborating with the NFL opens doors to major sporting events, including the highly anticipated Super Bowl LX. Additionally, Breitling plans to have a presence at key NFL events like NFL Honors, where bespoke timepieces will be awarded to select winners during this annual ceremony.

This initiative isn’t entirely new for Breitling. The luxury watchmaker previously collaborated with the Baltimore Ravens in the 1990s, producing a limited edition Chronomat. In 2022, the brand welcomed Jacksonville Jaguars quarterback Trevor Lawrence as its ambassador.

Thierry Prissert, president of Breitling USA, stated, “The NFL is unparalleled in American culture, and this partnership authentically connects Breitling with that audience.

“With the NFL team-edition collections, we provide football fans something that has never existed before in the luxury watch market—timepieces that embody their team loyalty while upholding the design, durability, and performance that Breitling represents.”

Moreover, Breitling has finalized a long-term licensing agreement with the NFL and will be introducing two NFL team-edition watch collections. Fans will have the choice between the Breitling Chronomat Automatic and the Endurance Pro watches, adorned with NFL team colors and logos.

The Chronomat Automatic model showcases a dial in each team’s primary color—for example, red for the San Francisco 49ers or green for the Philadelphia Eagles—while the GMT hand features the team’s secondary color, such as the Steelers’ gold or the Broncos’ navy.

Georges Kern, CEO of Breitling, expressed his enthusiasm: “Working with such a prestigious organization like the NFL is a significant achievement for Breitling. As a brand committed to conscious luxury, the high-performance nature of the NFL, along with its values of responsibility and integrity, aligns perfectly with our mission.”

The Breitling x NFL collections are scheduled for launch during the 2025 NFL season and will be available globally at Breitling boutiques, authorized retailers, and on Breitling.com.

NFL’s Fashion-Driven Strategy for Global Growth

Recently, the NFL has made strides to enhance its presence in the fashion sector, aiming to expand its fan base and reach internationally. Last month, the league announced fashion retailer Abercrombie & Fitch as its official fashion partner, marking a first for a league sponsor. This initiative builds upon the successful launch of licensed NFL products in 2022, aligned with a “fashion-first lens” approach.

Moreover, the NFL has secured multi-year licensing deals with various brands, including comfort footwear company Crocs, lifestyle brand Johnnie-O, and athletic wear brand Champion. Collaborations also extend to premium sports fashion brand Off Season, co-founded by designer Kristin Juszczyk and businesswoman Emma Grede, which provides elevated team apparel that merges football, sports, and fashion.

Tracie Rodburg, the NFL’s senior vice president of global partnerships, remarked, “As the NFL evolves, we are aligning with brands that resonate with our strategic vision.”

“Naming Abercrombie & Fitch as a sponsor strengthens our role in the fashion community, enhancing connections with fans at the intersection of fandom and style, while celebrating the dynamic fashion sense of our players.”