Hublot, the Swiss watchmaker, has some singular ideas about sports sponsorship.
You might expect a luxury brand whose products have an average retail price of SFr23,000 to take an interest in, say, polo. Or top-end sailing, or maybe Formula One.
And, indeed, Hublot is involved with some of these.
But football? Well, let’s just say it would not be at the top of my list.