F1, FIFA World Cup, Tour de France...: time for optical sponsorship!
Behind every Olympic podium, every Formula 1 corner, every Tour de France sprint, there are glasses. And behind those glasses, meticulously planned sponsorship strategies, colossal investments, and a battle for visibility that speaks volumes about the evolution of an industry… By 2026, optical and eyewear companies were present at virtually every major global sporting event. A look at optical sponsorship strategies that work…
Winter Olympics Milano Cortina 2026: EssilorLuxottica’s big coup
This is undoubtedly the most spectacular presence of the year. EssilorLuxottica has been named Official Supporter of the Milano Cortina 2026 Olympic and Paralympic Winter Games , which took place from February 6 to 22 at fifteen venues in Italy, bringing together more than 3,500 athletes from 93 countries.
The group also launched "Skier's Eye" technology at the event, developed in partnership with Racing Force Group and Oakley: a camera integrated into alpine ski goggles that transmits a live view of the athlete's perspective. It's both an event visibility tool and a technological innovation.
In this context, Oakley served as the Official Eyewear Partner of Team USA , also marking the first official sponsorships for the Canadian and Finnish snowboard teams. More than 600 athletes have competed wearing Oakley products, resulting in 108 medal wins across all Olympic Games.
Among the iconic figures who have worn the brand are Japanese snowboarder Kokomo Murase, Brazilian skier Lucas Pinheiro Braathen, and French skier Mathilde Gremaud. But it was Mikaela Shiffrin 's historic slalom victory—her most anticipated gold medal—that gave Oakley its greatest global exposure.
Tour de France 2026: Oakley exclusive collection, Krys official sponsor, Rudy Project strategy
Cycling remains one of the historical playgrounds of sports eyewear. Oakley has launched an exclusive " Tour de France™ 2026 " collection, including the Sutro Lite Sweep and Velo Kato models, available in colors inspired by the route and the finish on the Champs-Élysées. Each pair features a Tour de France engraved lens and a stylized detail.
A major partner of the Tour de France since 2015, Krys continues its commitment in 2026 as the official sponsor of the White Jersey , awarded to the best young rider, and also supports the Women's Tour de France with Zwift . To mark this anniversary edition (the brand's 60th year), Krys is leveraging this visibility to promote visual and hearing health, while also undertaking charitable initiatives such as L'Étape en Blanc , organized with AFEV to support young people.
For Rudy Project , 2026 marks a strategic reorganization in France: the Italian brand has entrusted exclusive distribution through the cycling channel to Royal Vélo France (RVF) , a network of specialized retailers whose models are featured in the Tour de France, while retaining direct management of its optical stores. This is a strong signal from a company that is focusing on the sports segment to fuel its growth in the French market, moving away from solely optical distribution.
Roland-Garros 2026: Lacoste on the court, but not the optical giants
Roland-Garros remains a premium showcase—but unfortunately, major eyewear brands are not directly featured as official sponsors. Lacoste, however, is a long-standing partner of the tournament, with an exclusive collection including eyewear, but the brand positions itself there as a fashion and sportswear brand in the broadest sense, not as an optician. The major players in the eyewear industry—EssilorLuxottica, Safilo, Zeiss—are, on the other hand, very present behind the scenes, through the frames worn by players and technical staff, without any official brand activation at the tournament.
FIFA World Cup 2026: Sponsorship out of reach?
The 2026 FIFA World Cup (USA, Canada, Mexico) is the most-watched event of the year, reaching 5 billion fans worldwide. But FIFA jealously guards its official sponsors , going so far as to mandate the renaming of all host stadiums and crack down on any non-partner brand activations . As a result, no eyewear brands are among the official partners and sponsors of FIFA 2026. The industry is instead focused on sports equipment manufacturers who outfit the national teams and on on-field activations through player ambassadors.
Formula 1 and the NFL: long-term partnerships
Two worlds where optics has a long-standing presence. Ray-Ban remains the official eyewear partner of Scuderia Ferrari in Formula 1 — a multi-year agreement signed in 2022 and renewed, which places the Ray-Ban logo on the single-seaters, the suits of the official drivers, and in Ferrari's GT competitions, including the World Endurance Championship.
Across the Atlantic, Oakley is also an official partner and licensee of the NFL (National Football League), the American football championship that draws the largest television audiences in the United States each season. This partnership, in place since 2022 and subsequently renewed, allows the brand and the EssilorLuxottica group to reach an audience of several hundred million fans.
Second half of 2026: another date not to be missed
The sporting calendar for the second half of the year is just as packed, and several events represent additional visibility opportunities for the industry. The UTMB Mont-Blanc (August 24-30, 2026, Chamonix) is shaping up to be one of the most electrifying trail running events of the decade. After a four-year absence, Kilian Jornet has officially announced his return to the 174km course—he co-holds the record for the event with François D'Haene (19h49'30 in 2022). And Julbo has just forged an official partnership with him for 2026 around a " Kilian Jornet Series " collection focused on photochromic lenses and eco-design. The convergence between the ambassador, the event, and the brand is perfect — and global visibility is guaranteed.
Sponsorship in optics: what these strategies say about the sector
The presence of optical brands in global sports follows a clear logic: elite sports are the best testing ground for technology. Oakley at the Olympics, Ray-Ban in Formula 1, Julbo on the peaks of the UTMB with Kilian Jornet — each partnership validates a product promise in the most visible extreme conditions imaginable.
For independent opticians, these strategies are a signal to decode: when athletes equipped with Oakley win 108 medals at the Winter Olympics , the entire category of sports eyewear benefits from a resurgence of interest.
Post-event demand exists. Knowing how to capture it, explain it, and convert it into personalized advice is precisely where the optician makes the difference…
Featured photo credits: Christian Palau and Darius
