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At tennis’s US Open in New York this week, luxury brands and their sponsored athletes take the court: Rolex is the official timekeeper as well as sponsoring a lengthy roster of top players. Players’ benches are branded Polo Ralph Lauren (a sponsor of the tournament since 2005), with logos for Audemars Piguet, Louis Vuitton and Miu Miu and more also visible on the athletes, who sign endorsement deals for everything from tennis shoes and travel bags to perfumes and deodorant.
Long prized…
