Louis Vuitton Anchors Itself as Lead Partner in the America’s Cup Revival

Louis Vuitton sets sail once again. The luxury brand has announced its commitment as a partner of the 38th edition of the America’s Cup, reaffirming its historic relationship with the renowned sailing competition. The elite regatta will take place in July next year in Naples, Italy.

Along with this announcement, the competition has also redesigned other aspects of its organization by creating the America’s Cup Partnership. For the first time since 175 years of competition, the competing teams will be united under one internal and commercial structure with a new governing board composed of one member from each team, thus eliminating the individual management of the winning team as it has functioned until now.

The fashion house has already collaborated as a sponsor for decades, since 1983, and was also the creator of the Challenger Selection Series, or Louis Vuitton Cup, a series of competitions to choose the official opponent of the defending champion.

The French luxury brand once again takes center stage at the event with the iconic ‘V’ in navy blue, white and red as the emblem of the 38th edition of the America’s Cup in Naples. Louis Vuitton has been present in the two great changes of the challenge, in 1983 and today, with the appearance of the America’s Cup alliance.

Louis Vuitton has sponsored several international sporting competitions, such as the Formula 1 Monaco Grand Prix

Louis Vuitton has also acted as a major partner in other global sporting competitions, including its sponsorship of the Formula 1 Monaco Grand Prix, Fifa, the Ballon d’Or, the Rugby World Cup, the Australian Open and the 2024 Olympic and Paralympic Games.

The sailing America’s Cup originated in 1851, on the Isle of Wight (England), with a race between Americans and British. This first American victory gave the event its name and was the origin of the famous There is no second. The competition is considered one of the oldest trophies in international sport.

In 2021 the competition took place in Auckland, New Zealand and had another big firm as sponsor, Prada, naming the initial races of the competition as Prada Cup.

LVMH, which owns Louis Vuitton, ended the first nine months of 2025 with revenue of €58.09 billion, down 4% from the same period in 2024 and down 2% organically, after posting a 1% increase in the third quarter driven by an improvement in Asia and the pull of Sephora.