BREAKING NEWS: Louis Vuitton Reestablishes Its Role as Title Sponsor for the 38th America’s Cup
PARIS — Louis Vuitton, the renowned luxury brand, is reaffirming its dedication as the title partner for the upcoming America’s Cup, a prestigious sailing competition that is undergoing significant transformations to enhance its appeal to a worldwide audience.
The 38th iteration of this esteemed event, often likened to Formula 1 racing on water, is set to unfold in Naples between May and July 2027, marking a historic first for Italy as the host nation.
In what is arguably one of the most groundbreaking changes in the competition's 175-year history, the America’s Cup is embracing a new governance and commercial framework called the America’s Cup Partnership. This innovative approach allows all participants to share in the management of the event, moving away from the traditional model that focused heavily on the defending champion.
Additionally, the race will now follow a more regular biennial schedule, and for the first time ever, teams will be allowed to enter two boats: one captained by their main America’s Cup crew and another that highlights emerging talents from their youth and women’s squads.
Currently, five teams have registered to compete in various preliminary regattas this year: Emirates Team New Zealand, GB1, Luna Rossa, Tudor Team Alinghi, and K-Challenge.
Louis Vuitton’s association with the America’s Cup dates back to 1983, when the iconic French luxury brand transformed the competition by introducing the Louis Vuitton Cup, which featured elimination rounds for challengers, thereby allowing a greater number of teams to participate.
"Louis Vuitton has become synonymous with the contemporary America’s Cup," stated Grant Dalton, a professional sailor and CEO of both the America’s Cup event and Emirates Team New Zealand, which celebrated its third consecutive victory in Barcelona in 2024.
"We are thrilled to support the America’s Cup as it embarks on this new journey, heralding a more modern and inclusive era," remarked Pietro Beccari, chairman and CEO of Louis Vuitton, part of the esteemed LVMH Moët Hennessy Louis Vuitton group.
"We experienced the cup’s first major transformation in 1983 with the inception of the Louis Vuitton Cup, and today we are proud to be part of this historic new chapter," he added.
The official logo for the Louis Vuitton 38th America’s Cup Naples 2027 features a vibrant blue, white, and red design by Gaston-Louis Vuitton, the grandson of the brand's founder. It includes a prominent "V" representing Vuitton along with the silhouette of the iconic America’s Cup trophy, affectionately referred to as the Auld Mug.
The "V" also serves as a symbol of triumph, resonating with the brand’s famous tagline: "Victory Travels in Louis Vuitton."
In addition, the brand is set to create the trophy for the Louis Vuitton Cup, designed by esteemed silversmith Thomas Lyte, alongside crafting two exquisite trunks intended for both the Louis Vuitton Cup and the America’s Cup.
In recent years, Louis Vuitton has extended its partnerships to encompass other significant sporting events, including the FIFA World Cup, Ballon d’Or, Rugby World Cup, Australian Open, and the upcoming 2024 Olympic and Paralympic Games.
