Louis Vuitton Sails into America’s Cup Hall of Fame with Prestigious Sutton Medal
October 15, 2024
Luxury powerhouse Louis Vuitton has anchored its place in sailing history, receiving the esteemed Sir Richard Francis Sutton, 5th Baronet Medal and securing entry into the America's Cup Hall of Fame. Bestowed in Barcelona on October 14, this honor recognizes the Maison’s enduring commitment to the oldest international sporting competition.
The Sutton Medal, an award from the America’s Cup Hall of Fame, celebrates individuals or entities embodying the spirit of sportsmanship. Its presentation to Louis Vuitton acknowledges the brand's four-decade partnership with the America's Cup, a relationship that has redefined luxury's role in elite sailing.
Pietro Beccari, Chairman and CEO of Louis Vuitton, expressed his sentiments in a heartfelt video message screened at the ceremony and expressed his gratitude to Grant Dalton, CEO of the America’s Cup: "I am very honored, humbled and proud to receive the Sutton Medal in the name of Louis Vuitton and personally. We are proud to have accompanied the history of this legendary trophy, sharing the same values as the America's Cup: the ambition to surpass oneself and the continuous quest for innovation."
The alliance between Louis Vuitton and the America's Cup, both entities born in the mid-19th century, officially began in 1983. This partnership has been marked by a shared passion for adventure, excellence, and innovation—values central to both the luxury house and the sailing competition.
Louis Vuitton's involvement with the America's Cup extends beyond mere sponsorship. The brand has become an integral part of the competition's identity, crafting bespoke travel trunks for the trophy and elevating the event's global prestige. This relationship has enhanced the Cup’s allure and reinforced Louis Vuitton’s association with elite sports and adventure.
As the sailing world prepares for the 37th America's Cup in Barcelona from August to October 2024, Louis Vuitton's induction into the Hall of Fame serves as a testament to the enduring power of partnerships that transcend traditional boundaries. With six teams vying for victory in what promises to be one of the most intense competitions in the Cup's 174-year history, Louis Vuitton's presence will undoubtedly add an extra layer of prestige to the event.
The recognition of Louis Vuitton by the America's Cup Hall of Fame not only celebrates the past but also sets the stage for future innovations in the intersection of luxury and sporting excellence. As both entities evolve, their commitment to pushing boundaries ensures this partnership will remain a beacon of innovation and style.
