JL Racing has become official performance wear sponsor for the annual televised boat race between Oxford University and Cambridge University.

The US-owned rowing apparel specialist has signed an agreement with the event’s organisers to supply custom performance apparel for both training and racing.

Both teams will wear JL Racing’s sustainable and ethically sourced performance kit, the maker noted.

The race, which now spans nearly 200 years of rivalry and is one of the world’s oldest and most famous amateur sporting events, will be staged on 13 April on the River Thames. The event is attended by over 250,000 spectators along the 4.25 miles of riverbank between Putney and Mortlake and is watched by millions more on television.

The California-based apparel brand, which recently launched JL Racing UK to extend the brand’s reach to directly serve its UK customer base, said: “The Boat Race’s dedication to the athletes, spectators and operations is a monumental undertaking and we are honoured to work with them to expand viewership and provide the athletes with top-tier apparel. This partnership upholds the strong traditions in rowing while combining our expertise and passion to advance the sport worldwide.”