In Paris, Tudor’s High-Profile Entry Into The World of Sumo

Sumo made its grand return to Paris after a 31-year absence, captivating a large crowd that had come to admire the sport’s legendary figures. At the intersection of sports, live performance, and Japanese culture, and rooted in more than 1,500 years of history, sumo is currently experiencing a resurgence and aims to establish itself more firmly on the international stage.

This was a goal that French President Jacques Chirac, a great enthusiast of sumo and Japanese culture, had already championed in his day. Following the sport’s successful return in October 2025 to London’s Royal Albert Hall for an exhibition tournament, the Japan Sumo Association set out to sustain public interest across Europe by organizing two days of matches in Paris. And to repeat the event regularly.

Tudor, which has been rolling out partnerships since 2017—first with soccer legend David Beckham, who recently unveiled his star on the Hollywood Walk of Fame in Los Angeles, and then, that same year, with another rugby icon, the All Blacks—signed this new partnership in Japan a month ago. This marks a first, as no brand has ever before applied to become the official partner of the Japan Sumo Association.

It must be said that sumo, a veritable institution in Japan, remains relatively unknown abroad, at least in terms of its highly codified rules and practices dating back thousands of years. The wrestlers themselves—these gigantic rikishi, with their imposing muscles and stature, whose weight very often exceeds 150 kilograms—devote their lives to this art. Within a training stable called a heya, they train daily to face their opponent in a single bout. Worldwide, there are 600 rikishi, mainly Japanese, although Ukrainian, Mongolian, and Russian champions regularly win titles.

At the Paris Tournament at the Accor Arena, Kotozakura emerged as the weekend’s big winner. The Japanese wrestler won Saturday’s final against Kirishima, before cementing his dominance on Sunday by defeating the Mongolian yokozuna Hoshoryu. This double victory marked one of the highlights of sumo’s historic return to Paris.

While the decision to sponsor sumo may seem unusual, the idea of aligning with this national sport is a way for the brand to stand out in markets that embody boldness—and its slogan, “Born to Dare.” In the stands of the Accor Arena, the 25,000 people in attendance over the two days enthusiastically cheered on the rikishi’s performances. In the center of the arena, the wrestlers faced off through the preliminary rounds, all the way to the grand final, amid the cheers and encouragement of the crowd.

As a rather conservative sport open only to men, business and tournament winnings are not what drives the professionals. The 45 existing stables that train their champions are institutions that are not easy to own. According to our information, behind the tradition of sumo lies an extremely closed economic model. The toshiyori kabu is not a stable (heya), but a personal license allowing a former wrestler to become a coach and, eventually, to take over a stable. Limited to 105, these licenses are the true key to entering the Japanese professional system and can reach values estimated at several million euros on an unofficial market, making sumo one of the most exclusive sports worlds in the world.

According to a spokesperson for the Japan Sumo Association, «Japan has about 600 active sumo wrestlers, but strictly speaking, only 70 of them are considered top-level professionals receiving a full salary.» This professional elite (Sekitori) consists of two top divisions: Makuuchi (42 wrestlers) and Juryo (28 wrestlers).

«Grand Sumo is Japan’s national sport and a sacred tradition with a long and prestigious history,” explains Oyakata Dewanoumi, Director of Operations at the JSA. “Over the centuries, it has preserved and enriched traditions passed down from generation to generation. What has been carefully preserved throughout this history is, above all, the value of time itself. As we continue to ensure the proper and dynamic preservation and development of Grand Sumo for future generations, we believe that our partnership with Tudor—a brand defined by its unwavering convictions and pursuit of excellence—represents a significant step toward sharing the traditions and appeal of Grand Sumo with audiences around the world. We hope that this collaboration will help bring the timeless spirit, heritage, and cultural significance of Grand Sumo to an even wider global audience.»