For years the essence of luxury was the front row at a fashion show. These days it is just as likely to be a court or a stadium.
Luxury brands published 3,531 posts focused on sports over the last 12 months. They’ve generated 712M views. February alone drove 283M views, with the Winter Games and the Super Bowl landing in the same four weeks.
This special report explores the links between sports and luxury. It shows which brand has claimed which moment and how much room is left in each one.
What some brands understood that many still ignore:
- Ralph Lauren, the brand that won the year with 164M views on its sports content, built on twenty years of dressing Wimbledon.
- Omega owns the Olympics in our data, and Rolex has tennis: 74,000 people a month type “rolex wimbledon” into Google, so the claim is clearly doing work outside the feed.
- Other players like Richard Mille (30 posts on sports, 92M views) or e.l.f. Cosmetics (39M views on sports content) seem to be aware of the power of this trend as well.
I hope you'll enjoy this week's edition and that it will make you think ...
What The Luxe?!
Cheers,
PS: feel free to hit reply to leave a comment, I read and answer every message
Data provided by Submarine.ai the Frontier Insights Lab that boost your business and make your content irresistible.
What you will learn in this special report
- Which sports moment pulled the most luxury views this year
(it's not the one you think) - The 50 brands that own sports content, ranked by views and the signature arena each one has claimed.
- The 100 most watched sports videos from luxury and beauty brands, every one linked.
- How e.l.f. averaged 4M views per post while the No. 1 brand posted 318 times to win.
- Where sports content actually lives, platform by platform.
- What people Google around each sporting moment, with volumes.
Why now
The past year handed luxury a full sporting calendar: two Wimbledons, a US Open, a Winter Olympics, a Super Bowl and a home-soil World Cup.
This report is the full accounting of that year: who showed up, where, and who actually won it.
The numbers
| 712M views on sports content from Luxury & Beauty accounts in 13 months, across 3,531 posts |
| 283M views in February 2026, the biggest sports month we have ever tracked |
| 164M views for Ralph Lauren, the No. 1 brand in sports content |
| 4M views per post for e.l.f. Cosmetics: 39M from just 10 posts |
| 74,000 monthly Google searches for "rolex wimbledon" alone |
Brand Leaderboard
Top 10 brands with the most views from sport content
| # | Brand | Category | Posts | Views | Signature arena |
|---|---|---|---|---|---|
| 1 | Ralph Lauren | Fashion | 318 | 164M | Tennis |
| 2 | Richard Mille | Watches & Jewelry | 30 | 92M | World Cup / Football |
| 3 | ELF Cosmetics | Mass Beauty | 10 | 39M | Super Bowl / NFL |
| 4 | Rolex | Watches & Jewelry | 21 | 20M | Tennis |
| 5 | Omega | Watches & Jewelry | 25 | 20M | Olympics |
| 6 | Hugo Boss | Fashion | 32 | 17M | F1 / Motorsport |
| 7 | Tissot | Watches & Jewelry | 26 | 13M | Tour de France |
| 8 | Cadillac | Automobile | 19 | 12M | Tennis |
| 9 | Louis Vuitton | Fashion | 19 | 7M | World Cup / Football |
| 10 | TOMMY HILFIGER | Fashion | 31 | 4M | F1 / Motorsport |
This is the top 10. WTL Premium opens the full Top 50, further down this page.
Methodology: brands only, ranked by views on sports-centered posts from July 1, 2025 to July 31, 2026. Media titles excluded.
Data processed by Submarine.ai
The 10 most watched sports videos
This is the top 10. WTL Premium opens the full Top 100, every row linked to the post, further down this page.
Data processed by Submarine.ai
Three posts that explain the playbook
ELF Cosmetics · 20M views
e.l.f. turned the Super Bowl into a get ready with me. Melissa McCarthy did her lips on the way to the Big Game and one of every six Super Bowl views the industry earned went to this single post.
Ralph Lauren · 14M views
Ralph Lauren has dressed Wimbledon for 20 years and still found a new angle: the Polo Bear reading the paper next to Tom Hiddleston.
Omega · 19M views
One month before Milano Cortina, the Official Timekeeper counted down with athletes instead of watches in what became Omega's biggest post of the year.
What else is in the full report?
Paid members get the complete picture below: the Top 50 brands, the Top 100 videos with links, the moment map across seven arenas, platform splits, the 13-month timeline, and the search demand table.
Upgrade to read the full reportThe rest of this one is for premium members
The full rankings, tables and breakdowns sit behind this line.
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