As the Event’s Sponsor, the House Is Launching Major Activations in Barcelona and Online to Increase Yacht Racing’s Visibility
After its major activations at the Olympics, Louis Vuitton is now set to push further into the world of sports as the official sponsor of sailing’s prestigious race, the America’s Cup. The event kicks off this week in Barcelona.
“Our proximity to sports is not new,” said Pietro Beccari, chairman and CEO of Louis Vuitton. “But I think we are in a very strong position to reinforce this position.”
The Louis Vuitton 37th America’s Cup is set to begin with the Louis Vuitton Cup round robins, and will run until the end of October. The event has already gained significant attention, with qualifying races in Barcelona amassing 714 million online views.
As part of the sponsorship, the house is also working on a documentary to increase the sport’s popularity – similar to what “Formula 1: Drive to Survive” did for F1 racing. Efforts are being made to engage new fans through live streams and innovative projects like an e-series competition.
The Louis Vuitton Cup regattas will feature five challengers competing to face off with Emirates Team New Zealand for the coveted prize. The brand’s involvement is seen as a prestigious addition to the event, enhancing its visibility and appeal.
Yacht sailing remains an “emerging” sport, according to Beccari, who noted its sophistication and relevance to Louis Vuitton’s travel heritage. The brand has also launched a nautical-themed capsule collection to coincide with the event, as well as crafting trophies and bespoke trophy cases at its atelier in Asnières.
