The NFL knows how to make money.
They’ve found another way to separate fans from their hard-earned cash.
And the NFL just announced one luxury partnership that will have fans reaching for their wallets.
Swiss luxury meets America’s game
The National Football League struck a multi-year global deal with Breitling that makes the Swiss watchmaker the official timepiece of America’s most popular sport.
This isn’t some small-time sponsorship deal either.
Breitling becomes the NFL’s first-ever global luxury timepiece partner, and they’re rolling out the red carpet with custom watch collections for all 32 teams.
The partnership kicks off with two special NFL team edition collections – the Chronomat Automatic GMT and the Endurance Pro.
Every single team gets its own custom design.
The Chronomat Automatic GMT features dial colors that match each team’s primary color, while the contrasting GMT hand shows off the secondary color.
So if you’re a Dallas Cowboys fan, you’re getting that signature blue and silver combination on your wrist.
The Endurance Pro focuses on performance with a pulsometer scale to check heart rate in each team’s primary color.
Each team’s logo sits in the six o’clock subdial, while the NFL Shield gets etched into the titanium caseback.
"This partnership unlocks new possibilities and value for the NFL, allowing us to set a new standard for our brand," said Renie Anderson, executive vice president and chief revenue officer for the NFL.¹
Smart business move for both sides
Look, this is brilliant marketing by the NFL.
They’ve figured out that their fans will buy anything with their team’s logo on it – and now they’re going after the luxury market.
Breitling isn’t exactly Timex pricing here.
These Swiss timepieces can run anywhere from a few thousand to tens of thousands of dollars depending on the model.
But here’s what makes this partnership work – it’s not just about slapping a logo on an existing product.
Breitling CEO Georges Kern gets it.
"The NFL brings people together: families, friends, entire communities. It’s about the moments you share and the traditions you build over time," Kern explained. "That’s what we wanted to reflect in these watches. It’s something you wear with pride and one day pass on, along with your love for the game."²
The timing couldn’t be better for the NFL’s global expansion plans.
Breitling boutiques will be involved with this year’s international games in Brazil, Ireland, United Kingdom, Germany and Spain.
That’s smart business – using a luxury Swiss brand to help sell American football to international markets.
This is just the beginning
Here’s what this partnership really shows you about the NFL’s strategy.
They’re not content to just dominate American sports – they want to own the luxury sports merchandise market too.
Breitling will have brand activations across key NFL events, including Super Bowl LX throughout the 2025 season.
They’re even presenting custom timepieces to select winners at the 2026 NFL Honors.
Think about that for a second.
The NFL has created a revenue stream where fans can spend luxury car money on a watch that shows their team loyalty.
Kyle Smith, the NFL’s fashion editor summed up the strategy: "At the NFL, precision and performance live on and off the field. Partnering with Breitling and developing the NFL Team Editions will allow fans to incorporate that spirit into their look with a statement that’s bold, personal and unmistakably tied to their favorite team."³
Yes you read that right – the NFL has a fashion editor. But that would be par for the course now since it’s a league where the Vikings have some special new cheerleaders.
This isn’t Breitling’s first rodeo with the NFL either.
They collaborated with the Baltimore Ravens back in the 1990s with a limited-edition Chronomat.
But this time they’re going all-in with every single team.
Thierry Prissert, president of Breitling US, knows exactly what they’re selling: "The NFL is an unmatched force in American culture, and this partnership strengthens Breitling’s connection to that audience in an authentic way."⁴
And you know what the best part is?
Fans are going to line up to buy these things.
Because when you combine America’s most popular sport with Swiss luxury craftsmanship, you’ve got a winning formula that writes its own marketing copy.
The NFL just figured out how to turn team loyalty into luxury purchases.
That’s not just smart business – that’s genius-level marketing.
¹ Scott Thompson, "NFL announces multi-year partnership with Breitling as official timepiece of the league," FOX Business, August 27, 2025.
² Ibid.
³ Ibid.
⁴ Ibid.
