America’s Cup Barcelona: Louis Vuitton returns as Title Partner for 37th edition

Fashion & Leather Goods


Louis Vuitton becomes the Title Partner of the America’s Cup for the 37th edition of the sailing race, set for 2024 in Barcelona.  

Ahead of the final series of races, the Louis Vuitton Cup regattas from August 29th to October 7th, 2024, will see five Challengers – Ineos Britannia, Alinghi Red Bull Racing, Luna Rossa Prada Pirelli, NYYC American Magic, and Orient Express Racing – who will compete for the right to face off with the Defender, Emirates Team New Zealand.

Louis Vuitton and the America’s Cup celebrate the melding of two worlds where the art of sailing comes together with refinement, where adventure is inseparable from elegance, and where innovation opens exciting new horizons. The two share the same vision of innovation, combining ever-evolving performance with deep respect for preserving heritage.


The French Maison will once again craft the Louis Vuitton Cup Trophy, reprising a partnership that dates back to 1983, as well as two bespoke Trophy Trunks made in the historic Louis Vuitton atelier in Asnières. The first trunk will welcome the Auld Mug, the silver ewer considered the world’s oldest international sports trophy, awarded to the winner of the America’s Cup since 1851. The second will encase the Louis Vuitton Cup, created as the initiative of the Maison and presented to the winner of the Challenger’s competition since 1983.

“It’s with an immense sense of pride that we return to this historical competition as Title Partner. Port Vell of Barcelona will be the setting for a display of elegance and power, where teams will compete with boldness, talent and mastery on increasingly innovative yachts. These values equally reflect the spirit of Louis Vuitton and its artisans.,” states Pietro Beccari, President and Chief Executive Officer of Louis Vuitton.