Breitling's significant new multi-year global sponsorship deal with the NFL positions the luxury watchmaker as the league's first official timepiece partner.

This strategic move, estimated at up to $30 million annually, aims to broaden Breitling's appeal beyond its traditional aviation heritage, targeting younger and more diverse global audiences through high-impact cultural moments like the Super Bowl and NFL Honors.

To mark the partnership, Breitling has launched two new watch collections, the Chronomat Automatic GMT 40 and the Endurance Pro 44, each featuring designs tailored to all 32 NFL teams.

The announcement itself was a star-studded event in New York, emphasising Breitling's intent to intertwine luxury, sport, and lifestyle.

This partnership signals a bold reinvention of Breitling's brand strategy, focusing on global activations and custom timepieces for NFL award winners.