Louis Vuitton renews its 35 year partnership with the America's Cup
by Richard Gladwell/Sail-World.com/nz 24 Oct 2023 11:25 UTC
24 October 2023
Emirates Team New Zealand win the Louis Vuitton America's Cup Challenger Playoffs © ACEA 2017 / Gilles Martin-Raget
Louis Vuitton the French fashion house formed in 1854, has renewed its 35 year partnership with the America's Cup.
For the 2024 event, it becomes the Title Partner of the Louis Vuitton 37th America’s Cup Barcelona and returns to organise its legendary qualifying stages of the Challenger Selection Series, the Louis Vuitton Cup.
Founded just a few years after the first the America’s Cup in 1851, the two institutions have tracked parallel courses for 130 years.
1980 French America's Cup skipper, Bruno Trouble, frustrated with the Defenders having a very competitive selection series to take on a less organised Challenger group, conceived the idea for the Louis Vuitton Cup to be awarded to the winner of the Challenger Selection Series.
In 1982, Henry Henry Racamier, Chairman of Louis Vuitton agreed to sponsor the Challenger Selection Series for the 25th America’s Cup in Newport, Rhode Island.
Their vision was realised in the first year of its competition, when Australia II became the first winner of the Louis Vuitton Cup in 1983,
and went on to break New York Yacht Club's 132 year winning streak to uplift the most prestigious trophy in sailing.
Seven Challengers from five countries - Italy, Australia, France, Canada and United Kingdom contested the first Louis Vuitton Cup, which in turn
went on to become one of the longest running sponsorships in sport.
Louis Vuitton went on, year after year, to considerably improve the visibility and prestige of the America’s Cup, to the point where the Louis Vuitton Cup generated such momentum, that it outshone the Main Event. Racamier handed over the corporate reigns Yves Carcelle, who was Chairman and CEO of Louis Vuitton from 1990 to 2012. Carcelle along with Bruno Trouble and Christine Belanger took over the organisation of the shore side of the Louis Vuitton Cup in a relationship that worked well for both challengers and series sponsor.
In a rare award, in the 2010 New Zealand Queen's Birthday Honours, Carcelle was appointed an honorary Member of the New Zealand Order of Merit, for services to yachting.
Louis Vuitton were instrumental in keeping the Challengers alive in the three year hiatus when the America's Cup was locked up in the New York Supreme Court, driving the Louis Vuitton Pacific Cup sailed between ten teams using four IACC yachts supplied by BMW Oracle Racing and Emirates Team New Zealand.
A second Louis Vuitton Series was sailed Europe across three venues. However when the Louis Vuitton Cup was revived and contested in 2013 in San Francisco, just three teams participated in a very one-sided contest won by Emirates Team New Zealand.
At the 2017 America's Cup event in Bermuda, Louis Vuitton had a series sponsor only role, and rival Italian fashion house took over the naming rights sponsorship of the Challenger Selection Series and America's Cup in Auckland.
“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.,” said Pietro Beccari, President and Chief Executive Officer of Louis Vuitton.
"We are working every day to make the Louis Vuitton 37th America’s Cup in Barcelona the most exceptional ever. By bringing its name and its spirit to the event, Louis Vuitton is once again part of our pursuit of excellence,” said Grant Dalton, CEO of the America’s Cup Event.
The last of three Preliminary Regattas, but the first to be sailed in AC75 raceboats, along with the Youth & Puig Women's America's Cup which have each attracted 12 teams, to be sailed in AC40 one designs, along with the Louis Vuitton Cup, and the Louis Vuitton 37th America's Cup will take place in Barcelona from the end of August to the end of October 2024.
Not announced is whether the Royal New Zealand Yacht Squadron will re-purpose the Louis Vuitton Cup, which carries 30 years of Challenger Selection Series winners, including four who went on to win the America's Cup - Australia II (1983), Stars and Stripes (1987), Team New Zealand (1995), and Alinghi (2003).
Of the current Cup teams, Emirates Team New Zealand won the trophy, now on display at RNZYS, in 2007 and 2013. Luna Rossa won the closest series of all eight editions in 2000.
About Louis Vuitton
Since 1854, Louis Vuitton has been offering unique creations combining technical innovation with exacting style, striving for the greatest quality in the respect of biodiversity. The Maison remains loyal to the spirit of its founder, Louis, who invented the ‘Art of Travel’. His luggage, bags and accessories were both elegant and ingenious. Boldness still sets the pace for the history of Louis Vuitton today. In keeping with its heritage, the Maison opens its doors to architects, artists and designers while investing in new fields of expression such as ready-to-wear, shoes, accessories, watches, jewellery, and perfume. These products are made with great care, demonstrating the Louis Vuitton commitment to high-quality craftsmanship.
For more information: www.louisvuitton.com
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