American Marketer


Louis Vuitton expands partnership with America’s Cup yachting race

May 28, 2015

Louis Vuitton sponsors the America's Cup Louis Vuitton sponsors the America's Cup


French leather goods house Louis Vuitton is continuing its support of the America’s Cup yachting race by sponsoring the World Series, Qualifiers and Challenger Playoffs, in addition to presenting the 35th America’s Cup Match itself.

Louis Vuitton has sponsored the America’s Cup since 1983, and over the years it has become an integral element in the prestigious race. Maintaining its dedication to this event allows Louis Vuitton to form long-lasting relationships with yachting enthusiasts around the world.

Winner takes all

The Louis Vuitton America’s Cup World Series will begin on July 23 in Portsmouth, United Kingdom. The series will last two years, and the America’s Cup Qualifiers, Challenger Playoffs and the presentation of the America’s Cup Match is scheduled for June 2017 in Bermuda.

While Louis Vuitton has been involved in the event for 32 years, the expanded partnership marks a significant turning point for the brand. The new commitment ensures that Louis Vuitton will feature prominently in the 2017 races, both on the shore and in the water.

This is not the first time that Louis Vuitton has been involved in professional sports sponsorship. In 2014, the French apparel and leather goods house paid homage to its heritage as a maker of steamer trunks in an unexpected place.

Louis Vuitton was commissioned by FIFA to create a leather case for the World Cup trophy that was then presented to the winners of the international football matches in Brazil. As the World Cup wound down, brands were presented with a few more opportunities to be involved in the sporting event that attracted worldwide attention for months (see story).