Louis Vuitton is making a triumphant return to the world of competitive sailing, as the renowned French luxury brand secures the title sponsorship for the 37th America’s Cup. This prestigious sailing competition, recognized as the oldest in the world, last bore the Louis Vuitton banner in 2017, during which the Italian fashion giant Prada took the reins as the principal sponsor. Now, Vuitton is set to mark its comeback as the title sponsor for the 2024 edition of the race, rekindling a connection that spans nearly four decades.
The roots of Louis Vuitton’s association with this esteemed sailing event delve deep into history, with the inception of the Louis Vuitton Cup back in 1983. The Louis Vuitton Cup originally aimed to determine the “Challenger” for the America’s Cup, a quest that continued until 2021 when the Italian fashion powerhouse Prada took on the mantle of the main sponsor and the competition was renamed the Prada Cup. Now, in 2024, five formidable teams will once again vie for supremacy on the Mediterranean waters, battling for the privilege to challenge the reigning champions in the ultimate showdown.
The highly anticipated Louis Vuitton Cup is scheduled to unfold off the picturesque coast of Barcelona, spanning from August 29 to October 7. The participating teams include Ineos Britannia, Alinghi Red Bull Racing, Luna Rossa Prada Pirelli, NYYC American Magic, and Orient Express Racing. The victor of this intense contest will have the honor of confronting Emirates Team New Zealand, the victorious team of this year’s edition, who will return to defend their title in the coming year.
Louis Vuitton is poised to infuse an element of luxury into this exhilarating sporting event. The fashion house will design the Louis Vuitton Cup itself, along with crafting two bespoke trunks to house the two historic trophies at stake. The prestigious Auld Mug, awarded to the victor of the America’s Cup since 1851, and the Louis Vuitton Cup, presented to the winner of the eponymous competition since 1983, will find an opulent home in these custom trunks, meticulously created at Louis Vuitton’s renowned atelier in Asnières, France.
Pietro Beccari, the President and CEO of Louis Vuitton, expressed immense pride in their return to this historic competition as the title partner. He anticipates that the Port Vell of Barcelona will serve as a stage for an extraordinary spectacle, combining elegance and power. It’s a realm where teams will compete with audacity, talent, and exceptional seamanship, all aboard increasingly innovative and sophisticated yachts. These values, Beccari noted, align harmoniously with the spirit of Louis Vuitton and the dedication of its skilled artisans.
With Louis Vuitton at the helm of the 37th America’s Cup, sailing enthusiasts and aficionados of luxury can look forward to an event that seamlessly blends the finest traditions of yachting with the unparalleled craftsmanship and style for which Louis Vuitton is renowned. So, as the competition date draws near, it’s time to prepare for a sailing spectacle set against the stunning backdrop of Barcelona, where the spirit of competition and the essence of luxury will converge in a breathtaking display of talent and artistry.
