In Pretty Woman, a corporate polo match was shown. Tag Huer sponsors golf tournaments. LVMH is signing a sponsorship deal in cricket in India. Omega and Rolex sponsor polo in India. Cartier SA too promotes polo internationally. DLF and Emmar promote golf. In Mumbai, luxury brands associate themselves with a boat show. Internationally, Oscars and Cannes lend themselves to associations with luxury brands. As in India such sponsorship opportunities are less, most of the promotion of luxury brands is directed to advertising in fashion magazines and in – store events. Sponsorships provide a tool to bring the truely memorable experience of the luxury brand to the consumer. Here the consumers get a participatory experience. Women’s golf has received a boost on account of sponsorships. Luxury brands are going beyond traditional events to art and architecture.