Louis Vuitton has entered into a sports partnership to become the Principal Partner for the 37th edition of the America’s Cup

Louis Vuitton is making a comeback as the Principal Partner for the 37th America’s Cup in Barcelona in August 2024, supporting the elite sailing yacht competition.

Louis Vuitton has returned as the official Principal Partner for the 37th edition of the America’s Cup. The prestigious luxury house will support the elite sailing yacht competition, scheduled to commence in Barcelona in August 2024, shortly after the conclusion of the Summer Olympics (also sponsored by LVMH) in Paris.

Previously, Louis Vuitton had already served as the Principal Partner of the America’s Cup in 2017. Additionally, the brand has been the host of the Louis Vuitton Cup, the competition that determines which teams will compete in the America’s Cup, since 1983. It’s worth noting that the America’s Cup pits only two teams against each other: the winner of the Louis Vuitton Cup and the champions from the previous year.

In the 2024 Louis Vuitton Cup, Ineos Britannia, Alinghi Red Bull Racing, Luna Rossa Prada Pirelli, NYYC American Magic, and Orient Express Racing will compete to enter the America’s Cup against the defending champions, Emirates Team New Zealand.

“We are immensely proud to return to this historic competition as the Principal Partner,” stated Pietro Beccari, President and CEO of Louis Vuitton. “Port Vell in Barcelona will be the stage for an exhibition of elegance and power, where teams will compete with bravery, talent, and mastery on increasingly innovative yachts. These values equally reflect the spirit of Louis Vuitton and its artisans.”

As the Principal Partner, Louis Vuitton will create two trunks for the trophies of the Louis Vuitton Cup and the 37th America’s Cup in Barcelona. These trunks will safeguard two coveted racing trophies: the Auld Mug, the silver jug awarded to the winner of the America’s Cup, and the Louis Vuitton Cup, created for the winner of the eponymous house competition.

Grant Dalton, CEO of the America’s Cup, added that Louis Vuitton’s involvement in the 37th edition of the event is “once again part of our pursuit of excellence.”