Louis Vuitton Sets Sail with America’s Cup: Barcelona Welcomes the Iconic Partnership

October 24, 2023


In a stirring revelation from Paris on 24th October 2023, Louis Vuitton announced its grand return to the America’s Cup as the Title Partner for its 37th iteration, rekindling its iconic association with this revered maritime event. From 29th August to 7th October 2024, the shores of Barcelona will resonate with the spirited clash for the Louis Vuitton Cup. Titans like Ineos Britannia, Alinghi Red Bull Racing, and Luna Rossa Prada Pirelli prepare to face the Defender, Emirates Team New Zealand.

Yachts adorned with the Louis Vuitton emblem sail the vibrant waters of Barcelona, while the illustrious America’s Cup trophy stands proudly next to its bespoke Louis Vuitton Trophy Trunk.

A Partnership Steeped in Tradition and Innovation

Tracing back to 1983, the bond between Louis Vuitton and the America’s Cup epitomizes the fusion of prestige and performance. This collaboration mirrors a mutual passion for innovation, evident in the nuanced blend of sailing artistry and exquisite craftsmanship. Sustainable materials and 3D design are pivotal in the creation of Louis Vuitton's Trophy Trunks and the revolutionary sailing foils enabling yachts to glide seamlessly.

Auckland 2000 (c) Guillaume Plisson

Time-Honored Craftsmanship Meets Sporting Excellence

In the esteemed Louis Vuitton atelier at Asnières, master craftsmen are meticulously shaping bespoke trunks to enshrine the sport's twin crowns: the age-old Auld Mug and the Louis Vuitton Cup. While the Auld Mug, with its roots in 1851, is the globe's most ancient international sports accolade, the latter has been the pride of the victor in the Louis Vuitton-led competition since 1983.

25/06/17 Louis Vuitton America's Cup Match Racing Day 4. Emirates Team New Zealand vs. Oracle Team USA races 7 & 8. Copyright: Richard Hodder / Emirates Team New Zealand

Barcelona's Nautical Stage Awaits

Pietro Beccari, the President and CEO of Louis Vuitton, accentuates the brand's profound bond with the America’s Cup. "Port Vell in Barcelona," he remarks, "will witness a ballet of might and elegance. Teams, with their audacity, prowess, and unparalleled skill, will vie on state-of-the-art yachts, embodying the ethos of Louis Vuitton."

The maritime rendezvous in Barcelona is anticipated with bated breath, perpetuating the saga of a contest that has enthralled for nearly two centuries. This alliance ensures the America’s Cup remains in the limelight, basking in renewed splendor.