Louis Vuitton Returns as Title Sponsor for 37th America's Cup in Barcelona 2024

Louis Vuitton's return signifies the reinstatement of the Louis Vuitton Cup, which selects the challenger in the America’s Cup, and engagement in craftsmanship of the trophy and trophy trunks at the historic Louis Vuitton atelier in Asnières.

Louis Vuitton is the title sponsor for the 37th America's Cup, taking place in Barcelona from August 22 to October 27, 2024. This is a significant return for the brand, which last sponsored the event in 2017.
In this event, five challengers: Ineos Britannia, Alinghi Red Bull Racing, Luna Rossa Prada Pirelli, NYYC American Magic, and Orient Express Racing, will compete in the Louis Vuitton Cup to challenge the current defender, Emirates Team New Zealand.
The Louis Vuitton Cup, the eponymous qualifying-stage competition, has been traditionally presented to the winner since 1983. It was not presented in the most recent 2021 America’s Cup, which was called the Prada Cup.
In the historic Louis Vuitton atelier in Asnières, the luxury brand will craft the Louis Vuitton Cup trophy and two trunks for both the Louis Vuitton Cup and the 37th America’s Cup, reflecting a shared innovative vision of performance improvement with observance of traditions.
This title sponsorship is part of Louis Vuitton's larger initiative in the world of sports. The brand has been increasingly associating with sports, through ambassadorships and its parent company LVMH's sponsorship of the 2024 Paris Olympics, among other moves.