Breitling is signalling it is business as usual for the brand — despite the current tariff-related chaos — by promoting its new partnership with American football’s NFL at a star-studded party in New York where the Dallas Cowboys cheerleading squad added glamour and social media reach to this hugely consequential launch.
The cheerleaders have become the highest-profile troupe in the world since featuring in a Netflix documentary that has made international stars of members like Victoria Kalina (512,000 Instagram followers) and Sophia Laufer (187,000 followers) after the series landed in the Netflix Top 10 list in 27 countries.
The troupe’s official Instagram account has 1.5 million followers.
This sort of amplification makes what might otherwise have been a low-key announcement about a new sports sponsorship deal an important marketing activation for the global watch business, particularly since Breitling’s new deal with the NFL gives it the right to promote watches linked to the franchise at retailers around the world.
The launch party, which took the form of a tailgate-style gathering in New York’s Meatpacking District, welcomed a number of NFL stars including two-time Super Bowl Champion, Eli Manning, New York Giants rookie quarterback Jaxson Dart and former NFL retirees Boomer Esiason and C.J. Mosley.
Breitling ambassador Austin Butler brought a touch of Hollywood star power to the event, which was hosted by the company’s CEO Georges Kern, NFL commissioner Roger Goodell, Breitling USA President, Thierry Prissert and Alfred Gantner, co-founder and chairman of Partners Group, the private equity firm that became the watchmaker’s biggest shareholder in 2022.
For Mr Kern, the NFL deal and the publicity around it is an important signal that luxury Swiss watches have an exciting future in the United States, where an additional 39% tariff was imposed on August 7.
“Breitling is thrilled to be in New York City kicking off this historic partnership with an organisation as prestigious as the NFL,” Mr Kern says. “Both the NFL and Breitling aim to bring people together, which is why this celebration is an extension of our partnership — bringing together friends new and old to create memories that will last a lifetime,” he adds.
The party included performances by the Dallas Cowboys cheerleaders and the High and Mighty Brass Band as well as music by DJ, Harley Viera- Newton.
Other guests included models Chanel Iman and Olivia Ponton, NBC Sports commentator Maria Taylor, surfer Mason Barnes, CBS sports reporter, Amanda Balionis, pilot Stephanie Goetz and KLUTCH sports content creator, Darrell Ann.
