HAVING BEEN established a mere three years before the birth of Louis Vuitton in 1854, the America’s Cup is considered the oldest international sporting competition. Centred around the art of sailing, the tournament will take place in Barcelona from Thursday the 29th of August 2024 to Monday 7th of October.
America’s Cup
In 1983, Louis Vuitton offered to create a trophy for a face-off between the Defender of the competition and the ‘Challengers’.
Jumping forward to now, Louis Vuitton has been named as the official title partner of the Louis Vuitton 37th America’s Cup Barcelona. In 2024, the Emirates Team New Zealand are the Defender and will have to go up against some tough competition in the hazardous Mediterranean waters.
Speaking on the partnership, President and CEO of Louis Vuitton Pietro Beccari said: “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.”
Louis Vuitton America’s Cup 2024
The Maison plans to carefully create the Louis Vuitton Cup trophy alongside two Trophy Trunks. Louis Vuitton has always been renowned for their incredibly refined travel trunks – and these will be no exception.
The trunks will be made at the Maison’s historic atelier in Asnières and will carry the Auld Mug and also the Louis Vuitton Cup. The Auld Mug perpetuates traditional values of the tournament having been awarded to the winner of the America’s Cup since 1851.
Louis Vuitton America’s Cup 2024
By joining forces for the enigmatic tournament, the 37th edition of the America’s Cup will certainly be an unmissable sporting event.
by Sophie Richardson