Louis Vuitton is making a grand return to the sailing world by sponsoring the upcoming America’s Cup, one of the most esteemed yacht racing competitions globally, set to take place in Barcelona in August 2024. Interestingly, this isn’t Louis Vuitton’s first foray into the America’s Cup; they last sponsored the event in 2017. Historically, the fashion brand has maintained a deep connection with the sailing world, even sponsoring the Louis Vuitton Cup, which determines the challenger for the America’s Cup, a coveted title in the sport.
This intriguing decision to rekindle their association with the America’s Cup comes after a hiatus during which the Italian fashion house Prada assumed the role of the race’s primary sponsor, leading to the rebranding of the Louis Vuitton Cup as the Prada Cup. Louis Vuitton has remained discreet about the exact reasons for this shift in sponsorship over the years. In a press release, Pietro Beccari, Chairman and CEO of the company, expressed immense pride in returning as the title partner of the America’s Cup. It’s important to note the historical synchrony between the two entities: the America’s Cup has been a prestigious sailing competition since 1851, while Louis Vuitton, a fashion house renowned for its luxury trunks, was founded in 1854.
From the perspective of Grant Dalton, the Chief Executive of the America’s Cup, this reunion between the America’s Cup and Louis Vuitton makes perfect sense, given their shared histories and the enduring legacy of both institutions. The America’s Cup, a longstanding competition with roots tracing back to the mid-19th century, and Louis Vuitton, a fashion powerhouse dating back to the same era, embody a sense of timeless tradition.
By partnering with Louis Vuitton, Mr. Dalton also envisions an opportunity to introduce the sport to a wider, perhaps younger, audience. This partnership is anticipated to attract more sponsors and enhance the recognition of sailing as a niche sport. Mr. Dalton aptly describes this reunion as a “very, very easy marriage” that aligns with the broader strategy to promote the sport among diverse demographics.
The forthcoming America’s Cup in Barcelona holds great significance. Taking place shortly after the LVMH-sponsored Summer Olympic Games in Paris, it promises to be a prominent event on the sporting calendar. For Louis Vuitton, the partnership with the America’s Cup aligns with its expanding involvement in the world of sports, evident in its creation of trophy trunks for various major sporting events such as the World Cup, NBA Finals, Formula 1 Grand Prix de Monaco, and the Rugby World Cup. It’s worth noting that, as part of its collaboration with the America’s Cup and the Louis Vuitton Cup, the brand will provide trophy trunks for these competitions.
This sponsorship extends Louis Vuitton’s commitment to sports, as its parent company, LVMH Moët Hennessy Louis Vuitton, announced a sponsorship deal with the 2024 Paris Olympics and Paralympics. This initiative supports individual athletes, including French swimmer Léon Marchand, gymnast Mélanie de Jesus dos Santos, and fencer Enzo Lefort, aiming to promote France worldwide. While the brand’s sponsorship of the Paris Olympics is a pivotal part of their sports involvement, it also stretches across borders. Louis Vuitton boasts star ambassadors from the world of sports, featuring notable figures such as Carlos Alcaraz, the Spanish tennis sensation, and Eileen Gu, a Chinese American skier, both of whom have actively participated in Louis Vuitton’s fashion endeavors.
In the sailing world, Grant Dalton unequivocally acknowledges the significance of the America’s Cup. He remarks that “the cup is the top of the food chain in our sport. And Louis Vuitton is on top of the fashion industry in the same way. There’s no doubt about that.” As the Barcelona America’s Cup approaches, this notable collaboration offers a dynamic intersection of sport, fashion, and tradition, echoing the enduring legacy of these two historic entities.
