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Why Luxury Brands Are Betting Big on Tennis

A new generation of more diverse, social media-savvy champions has entered the sport as brands like Louis Vuitton and Gucci increase their investments in ‘cultural’ marketing strategies that tap into consumer interests beyond red carpets.
Tennis player and Gucci ambassador Jannik Sinner at the US Open.
Tennis player and Gucci ambassador Jannik Sinner at the US Open. (Photo by Antoine Courvecelle)

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Robert Cordero

Robert Cordero is a contributing writer at The Business of Fashion. He is a New York–based editor and advisor working at the nexus of fashion, sports and culture.

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