The 37th America’s Cup and Louis Vuitton have announced that the French brand will attend the event in Barcelona as a “Title Partner”. This agreement means that the brand will once again give its name to the Challenger Selection series, which will bring back the nomenclature Louis Vuitton Cup.

In addition, “name” 37th America’s Cup Louis Vuitton for the America’s Cup match, grand final. It is one of the most important sporting competitions, which in its last edition (2021) attracted 941 million viewers, breaking all previously set records.

Louis Vuitton has been associated with this competition for many years. In fact, it began its alliance with the America’s Cup in 1983, giving its name to the Challenger Selection Series until 2017. For the 2024 edition, the competition that will decide who challenges Emirates Team New Zealand in the grand final will once again be known as the Louis Vuitton Cup, starting on 29 August 2024 and concluding on Monday 7 October.

The legendary Parisian brand will once again offer its iconic suitcases, custom-made in the historic Asnières workshop, to transport the two trophies that will be awarded in this competition: the Hundred Guineas Jug and the Louis Vuitton Cup. guards other legendary trophies in sports history, such as the FIFA World Cup, League of Legends World Cup, Roland Garros or the NBA’s Larry O’Brien Trophy.

“We are extremely proud to return to this historic competition as title partner. Barcelona will be a showcase of elegance and power, where teams will compete in boldness, talent and skill on increasingly innovative sailboats. These values ​​also reflect the spirit of Louis Vuitton and its artisans,” said Pietro Beccari, President and CEO of Louis Vuitton.

Coca-Cola will also participate

On October 6, it became known that Coca-Cola Europacific Partners had reached an agreement to become the official sponsor of the 37th America’s Cup. In particular, the American company becomes the global soft drink partner of one of Anus’ sporting events. .

He the agreement is not purely commercial, as the new partner wanted to demonstrate its commitment to the environment by helping one of the America’s Cup causes – caring for the marine environment. During the regatta, Coca-Cola will promote the use of returnable glass as a more environmentally friendly and reusable container. It will also develop beach clean-up activities as part of its Circular Seas programme, which began in 2018 and has already managed to dispose of more than 1,800 tonnes of waste in Spain.

In this agreement, Coca-Cola stated that his connection with Barcelona strengthenssince it has been in the Catalan capital since 1953, when it opened its first plant in Spain on Almogavers Street, where the first bottle of this legendary drink was produced in the entire country.

“This agreement allows us to strengthen our commitment to Barcelona, ​​supporting the local economy and bringing positive change to Catalan society,” commented Francesc Cosano, CEO of Coca-Cola Europacific Partners Iberia, highlighting the importance of this new agreement.