Louis Vuitton Is Back as the Official Sponsor of the America’s Cup Sailing Championship
Louis Vuitton is diving back into competitive sailing.
The French maison has been named the title partner of the 37th America’s Cup. The world’s oldest sailing competition was last sponsored by LV in 2017, after which Italian rival Prada took the helm. Vuitton will make its return as sponsor for the 2024 edition of the race.
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The house’s ties to the prestigious sailing event actually stretch back some 40 years. In 1983, the Louis Vuitton Cup was created to determine the “Challenger” of the America’s Cup. (It later became the Prada Cup when the Italian house became the main sponsor in 2021.) In 2024, five teams will once again fight it out in the waters of the Mediterranean for a chance to compete against the defending champions in the big race.
The Louis Vuitton Cup will take place off the coast of Barcelona from August 29 to October 7. The teams participating include Ineos Britannia, Alinghi Red Bull Racing, Luna Rossa Prada Pirelli, NYYC American Magic, and Orient Express Racing. The winner will take on Emirates Team New Zealand, which won this year’s edition, and will defend its title next year.
Vuitton is set to bring a good dose of luxury to the races, too. The house will craft the Louis Vuitton Cup itself and a pair of bespoke trunks to carry the two historic trophies. (The Auld Mug has been awarded to the winner of the America’s Cup since 1851, while the Louis Vuitton Cup has been presented to the winner of the eponymous competition since 1983.) The trunks will be made at LV’s atelier in Asnières, France.
“It’s with an immense sense of pride that we return to this historical competition as title partner,” Louis Vuitton president and CEO Pietro Beccari said in a statement. “Port Vell of Barcelona will be the setting for a display of elegance and power, where teams will compete with boldness, talent, and mastery on increasingly innovative yachts. These values equally reflect the spirit of Louis Vuitton and its artisans.”
Pack your bags for Barcelona, folks.
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