Louis Vuitton becomes the Title Partner of the Louis Vuitton 37th America’s Cup

Louis Vuitton is delighted to announce its return to the America’s Cup as the Title Partner of this 37th edition, thus renewing its promise of a legendary journey.

An inexhaustible source of inspiration, the sea has always been where the greatest legends are born. A new page in that history opens in Barcelona beginning on Thursday 29th August 2024 through to Monday 7th October where the five Challengers of the Louis Vuitton Cup regatta – Ineos Britannia, Alinghi Red Bull Racing, Luna Rossa Prada Pirelli, NYYC American Magic and Orient Express Racing – are eager to face off with the Defender, Emirates Team New Zealand, at the 37th edition of the Louis Vuitton America’s Cup match.


Prestige, innovation, and performance since the Louis Vuitton Cup was founded in 1983.

Louis Vuitton joins the America’s Cup to celebrate the meeting of two worlds: where the art of sailing mingles with refinement, where adventure is inextricable from elegance, and where innovation opens new horizons. The two institutions share the same innovative vision combining performance improvement with the observance of centuries-old traditions. Both take the same approaches in areas such as 3D design and in combining sustainable, lightweight materials, whether in crafting Trophy Trunks or the foils which enable the AC40 and AC75 to glide ever more rapidly through the water.

Based on the strength of this vision, the French Maison will pick up the story which began in 1983 from where it left off, crafting the Louis Vuitton Cup trophy and two unprecedented Trophy Trunks for the Louis Vuitton Cup and the Louis Vuitton 37th America’s Cup. The trunks will be made bespoke at the historical Louis Vuitton atelier in Asnières to respectively carry two trophies: the Auld Mug – the silver ewer awarded to the winner of the America’s Cup since 1851, considered the oldest international sports trophy in the world – and the Louis Vuitton Cup, a trophy created on the Maison’s initiative that has been presented to the winner of the eponymous competition since 1983. Once again, the ‘Challenger’ who holds the Louis Vuitton Cup will get the opportunity to take to the Mediterranean waters to defy the ‘Defender’, winner of the previous edition: this year, the Emirates Team New Zealand.

“It’s with an immense sense of pride that we return to this historical competition as Title Partner. 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.,” states Pietro Beccari, President and Chief Executive Officer of Louis Vuitton.


Crafting a legendary journey through time

Louis Vuitton has been fuelling the legends of the America’s Cup for 40 years, from the United States to Australia to Bermuda, Hong Kong, Dubai, France and Spain: the legends of a centuries-old competition with fascinating codes, of its much-reinvented racing formats, of exceptional sailors and artisans, and of memorable performances all over the globe.

Founded just a few years apart – the America’s Cup in 1851 and Louis Vuitton in 1854 –, the two institutions have tracked parallel courses for 130 years. In 1983, their paths crossed when Louis Vuitton offered to award a dedicated trophy for a face-off between the Defender of the competition and the ‘Challengers’. Louis Vuitton went on, year after year, to considerably improve the visibility and prestige of the America’s Cup.

“We are working every day to make the Louis Vuitton 37th America’s Cup in Barcelona the most exceptional ever. By bringing its name and its spirit to the event, Louis Vuitton is once again part of our pursuit of excellence,” states Grant Dalton, CEO of the America’s Cup Event.

The last of three Preliminary Regattas, the Youth & Puig Women’s America’s Cup, the Louis Vuitton Cup, and the Louis Vuitton 37th America’s Cup will take place from the end of August to the end of October 2024.


About Louis Vuitton

Since 1854, Louis Vuitton has been offering unique creations combining technical innovation with exacting style, striving for the greatest quality in the respect of biodiversity. The Maison remains loyal to the spirit of its founder, Louis, who invented the ‘Art of Travel’. His luggage, bags and accessories were both elegant and ingenious. Boldness still sets the pace for the history of Louis Vuitton today. In keeping with its heritage, the Maison opens its doors to architects, artists and designers while investing in new fields of expression such as ready-to-wear, shoes, accessories, watches, jewellery, and perfume. These products are made with great care, demonstrating the Louis Vuitton commitment to high-quality craftsmanship.

For more information: www.louisvuitton.com


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