Land Rover ended its sponsorship deal with the Duke and Duchess of Sussex, Harry and Meghan. The deal had been in place since 2018, and Land Rover had provided the couple with a Range Rover Vogue as their official car.
The decision to end the deal was reportedly made by Land Rover after the Sussexes embarked on their controversial tour of Africa in 2019. During the tour, the couple made a number of critical comments about the British royal family, and their behavior was widely seen as disrespectful
In the wake of the tour, Land Rover reportedly felt that the Sussexes were no longer a good fit for the brand. The company also wanted to distance itself from the couple's increasingly negative public image.
Shortly after ending its deal with the Sussexes, Land Rover announced a new sponsorship deal with Prince William and Catherine, the Duke and Duchess of Cambridge. The deal reportedly includes providing the couple with a Range Rover as their official car.
The decision to sign a deal with the Cambridges was seen as a way for Land Rover to repair its image after the controversy surrounding the Sussexes. The Cambridges are seen as more popular and well-respected than the Sussexes, and their association with Land Rover is likely to be seen as a positive thing for the brand.
The end of Land Rover's deal with the Sussexes is a sign of the changing relationship between the British royal family and the corporate world. In recent years, there has been a growing trend of companies distancing themselves from the royal family due to concerns about their negative public image. This trend is likely to continue in the years to come.