How do luxury brands maximize experiences in sports events? I attended the 2025 Monte-Carlo Masters, which showed a strong presence of elite brands fighting for high-end customer engagement. Brands such as Rolex, Sergio Tacchini, and Replay can be found advertised almost everywhere at the famous tennis tournament. These brands use the values of this tennis tournament’s identity, which are class, prestige, excellence, and exclusivity, to reinforce their brand image. In this article we will be looking into the strategy behind bougie companies and their connection to the Monte-Carlo Masters Tennis Tournament. 
Luxury Brands Maximize Experiences in Sports Events
Sports Sponsorship in Luxury Branding
Luxury brands have had a history of gravitating towards sports such as tennis, golf and equestrian sports because these sports emphasized precision, elegance, and tradition. Brands saw that it seemed like a good fit for their deluxe identity due to the traditional affluent audiences that these sports offered.
Only the best of the best athletes competing at these events align with the values of the most luxurious brands that they are the best of what they do. These brands are able to prolong their exclusivity while opening up visibility to sports viewership.
As brands become bigger and sports viewership grows, stylish brands are opening up to collaborations with bigger sports that may not have as much class or prestige, such as football and basketball. 

Strategic Brand Positioning at the Monte-Carlo Masters
What once was known as the Monte-Carlo Masters is now known as the Rolex Monte-Carlo Masters. Rolex has positioned themselves front and center at a prestige tournament. Not only are they in the title of the tournament, they are on the logo and can be found everywhere at the tournament itself.
Another brand that has strategically positioned itself is Sergio Tacchini. Being at the tournament itself, it is impossible to miss; every ball kid and many employees working for the tournament wear a piece of clothing from Sergio Tacchini. Just being at the tournament, you are constantly being advertised to, whether you realize it or not; everywhere you look, you are reading another brand name.
Other brands, such as Maserati and Emirates, help back the elitist and prestigious image of the tournament.
Monaco, home of the tournament, is known for its wealth as well as its opulent residents, one more reason to advertise an elegant brand, as the target market is mainly wealthy individuals. “According to the World Population Review, Monaco is the richest country in the world in terms of GDP per capita and is regarded as the “billionaires’ playground.”
Celebrities and top-level athletes being at the tournament make being at the event feel like it’s only for those of wealth, class, and elegance. 
Brand and Customer Experiences 
Some of the most exclusive experiences at the Monte-Carlo Masters are sponsored by posh brands. VIP lounges and luxury suites are curated for high-end customers and guests.
Additionally, behind-the-scenes access, meet-and-greets with athletes, and fancy gifting moments allow brands to showcase their exclusivity even more to only those that can afford them. Hospitality packages include gifts, discounts, special access, and events made to feel extraordinarily classy. 
The Société des Bains de Mer (SBM), which is responsible for venues at the event, creates gourmet dining opportunities as well as private lounges mimicking luxury brands.