Louis Vuitton announces its return to the America’s Cup

Louis Vuitton is delighted to announce its return to the America’s Cup as a Title Partner for the 37th America’s Cup, renewing its promise of a legendary voyage.

An inexhaustible source of inspiration, the sea has always been the birthplace of the greatest legends. A new page of that history will open in Barcelona on Thursday 29th August 2024 until Monday 7th October, where the five Louis Vuitton Cup challenger teams – Ineos Britannia, Alinghi Red Bull Racing, Luna Rossa Prada Pirelli, NYYC American Magic and Orient Express Racing – will take on the Defender, Emirates Team New Zealand, in the 37th edition of the Louis Vuitton America’s Cup.

Prestige, innovation and performance

Louis Vuitton joins forces with the America’s Cup to celebrate the confluence of two worlds: the meeting point where the art of sailing meets refinement, where adventure is inseparable from elegance, and where innovation opens new horizons. The two institutions share the same innovative vision that combines performance enhancement with respect for centuries-old traditions. Both adopt the same approaches in areas such as 3D design and the combination of sustainable and lightweight materials, whether in the manufacture of the Trophy Trunks or the hydrofoils that allow the AC40 and AC75 to glide faster and faster through the water.

Building on the strength of this vision, the French Maison will pick up the story it began in 1983 from where it left off, creating the Louis Vuitton Cup trophy and two brand new Trophy Trunks for the Louis Vuitton Cup and the 37th America’s Cup. The boots will be custom made in Louis Vuitton’s historic workshop in Asnières to carry two trophies respectively: the Auld Mug – the silver ewer awarded to the winner of the America’s Cup since 1851, considered the oldest international sporting trophy in the world – and the Louis Vuitton Cup, a trophy created at the initiative of the Maison and awarded to the winner of the competition of the same name since 1983. Once again, the ‘Challenger’ that lifts the Louis Vuitton Cup will have the opportunity to sail the waters of the Mediterranean to challenge the ‘Defender’, the winning team of the previous edition: this year, Emirates Team New Zealand.

A legendary journey through time

For 40 years, Louis Vuitton has nurtured the legends of the America’s Cup, from the United States to Australia, via Bermuda, Hong Kong, Dubai, France and Spain. Legends of a century-old competition with fascinating codes, of its many reinvented race formats, of exceptional sailors and craftsmen, and of memorable performances across the globe.

Founded just a few years apart – the America’s Cup in 1851 and Louis Vuitton in 1854 – the two institutions have followed parallel trajectories for 130 years. In 1983, their paths crossed when Louis Vuitton offered to award a specific trophy for a match between the Defender of the competition and the “Challengers”. Louis Vuitton continued, year after year, to greatly enhance the visibility and prestige of the America’s Cup.

The last of the three Preliminary Races, the Youth & Puig Women’s America’s Cup, the Louis Vuitton Cup and the 37th Louis Vuitton America’s Cup will take place in Barcelona from the end of August to the end of October 2024.

Louis Vuitton’s new handbag is actually a porcelain vase.