37th AC Louis Vuitton BCN 2024: Louis Vuitton becomes Title Partner and returns to organise it's ICONIC qualifying 'Louis Vuitton Cup' ! - NAANII GLOBAL Luxury/Quality Family Lifestyle MAGAZINE 'en Vogue' - NAANII GLOBAL Quality & Luxury Family Lifestyle - MAGAZINE 'en Vogue'-

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37th AC Louis Vuitton BCN 2024: Louis Vuitton becomes Title Partner and returns to organise it's ICONIC qualifying 'Louis Vuitton Cup' !

Published by NAANII GLOBAL+AC com Team in Sailing, 37. Americas Cup, 2023-2024 · 30/10/2023 17:06:29
Tags: Sailing;America'sCup37thACBCN;LouisVuittonTitelSponsor;NGsailing;NGtv;PietroBeccari;CEOLouisVuitton;BrunoTroublé

LOUIS VUITTON and THE 37th AMERICA'S CUP Barcelona / SPAIN 2024!

Louis Vuitton becomes the Title Partner of the Louis Vuitton 37th America’s Cup Barcelona and returns to organise its legendary qualifying stages, the Louis Vuitton Cup, created years ago by french ICONIC  Bruno Troublé.

Louis Vuitton is delighted to announce its return to the America’s Cup as the Title Partner of this 37th edition, thus renewing its promise of a legendary journey.

An inexhaustible source of inspiration, the sea has always been where the greatest legends are born.
A new page in that history opens in Barcelona beginning on Thursday 29th August 2024 through to Monday 7th October where the
five Challengers of the Louis Vuitton Cup regatta :

Ineos Britannia, Alinghi Red Bull Racing, Luna Rossa Prada Pirelli, NYYC American Magic and french Orient Express Racing

are eager to face off with the Defender, Emirates Team New Zealand, at the 37th edition of the Louis Vuitton America’s Cup match.

Prestige, innovation, and performance since the Louis Vuitton Cup was founded in 1983

Louis Vuitton joins the America’s Cup to celebrate the meeting of two worlds: where the art of sailing mingles with refinement, where adventure is inextricable from elegance, and where innovation opens new horizons.
The two institutions share the same innovative vision combining performance improvement with the observance of centuries-old traditions. Both take the same approaches in areas such as 3D design and in combining sustainable, lightweight materials, whether in crafting Trophy Trunks or the foils which enable the AC40 and AC75 to glide ever more rapidly through the water.

Based on the strength of this vision, the French Maison will pick up the story which began in 1983 from where it left off, crafting the Louis Vuitton Cup trophy and two unprecedented Trophy Trunks for the Louis Vuitton Cup and the Louis Vuitton 37th America’s Cup.

The trunks will be made bespoke at the historical Louis Vuitton atelier in Asnières to respectively carry two trophies: the Auld Mug – the silver ewer awarded to the winner of the America’s Cup since 1851, considered the oldest international sports trophy in the world – and the Louis Vuitton Cup, a trophy created on the Maison’s initiative that has been presented to the winner of the eponymous competition since 1983.
Once again, the ‘Challenger’ who holds the Louis Vuitton Cup will get the opportunity to take to the Mediterranean waters to defy the ‘Defender’, winner of the previous edition: this year, the Emirates Team New Zealand.

“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.,”
states Pietro Beccari, President and Chief Executive Officer of Louis Vuitton / LVMH group.

Crafting a legendary journey through time

Louis Vuitton has been fuelling the legends of the America’s Cup for 40 years, from the United States to Australia to Bermuda, Hong Kong, Dubai, France and Spain: the legends of a centuries-old competition with fascinating codes, of its much-reinvented racing formats, of exceptional sailors and artisans, and of memorable performances all over the globe.

Founded just a few years apart – the America’s Cup in 1851 and Louis Vuitton in 1854 –, the two institutions have tracked parallel courses for 130 years.
In 1983, their paths crossed when Louis Vuitton offered to award a dedicated trophy for a face-off between the Defender of the competition and the ‘Challengers’.
Louis Vuitton went on, year after year, to considerably improve the visibility and prestige of the America’s Cup.

“We are working every day to make the Louis Vuitton 37th America’s Cup in Barcelona the most exceptional ever. By bringing its name and its spirit to the event, Louis Vuitton is once again part of our pursuit of excellence,”
states Grant Dalton, CEO of the America’s Cup Event.

The last of three Preliminary Regattas,
the Youth & Puig Women's America's Cup, the Louis Vuitton Cup, and the Louis Vuitton 37th America's Cup will take place from the end of August to the end of October 2024.

To many, the modern-day America’s Cup began with Australia II’s magnificent victory in Newport, Rhode Island in 1983, beating Dennis Conner’s Liberty and ending 132 years of the New York Yacht Club’s dominance of the event since the yacht ‘America’ won the inaugural race around the Isle of Wight in 1851.

Louis Vuitton’s involvement with the America’s Cup dates back to 1983, that most famous of regattas, when the company sponsored the challenger selection trophy and from there it grew into one of the greatest sports marketing associations of all time.

The genesis of the company’s involvement was the arrival in 1970 of multiple international challengers all wishing to take on the defender of the America’s Cup, the New York Yacht Club, with entries from France, Australia, Great Britain and even a non-starter from Greece.
That regatta prompted much interest in France with the swash-buckling Baron Bich spearheading what would become multiple French challengers over the next decades.

The Australians dominated the challenger selections from 1970 through to 1983, first with Sir Franck Packer’s Gretel II and then a series of Alan Bond-backed yachts culminating in Australia II, the famous winged-keel yacht, designed by Ben Lexcen, that would go on to victory in 1983.

For 1983, the Royal Sydney Yacht Squadron, in conjunction with the New York Yacht Club created ‘The Challenger’s Cup’ and it was French yachtsman, Bruno Troublé, himself a skipper of a succession of French America’s Cup challengers, that was widely viewed as the go-between between the America’s Cup and Louis Vuitton to adopt the title sponsorship.

The regatta that captured the world’s attention in a time of grainy television, print newspaper, and the internet merely a dream some 20 years away from reality, was the springboard for Louis Vuitton to build a global powerhouse fashion brand, itself with a history like the America’s Cup that stretched back to 1854, and the eponymous house of Louis Vuitton’s creation.  

Louis Vuitton’s involvement with the America’s Cup and the Challenger Selection Series ran from 1983 through to 2003 and with the exception of the 1988 and 2010 ‘Deed of Gift’ challenges where no international multiple challenges could be received in those one-on-one Matches, although the company did sponsor both the Louis Vuitton Pacific Series and the Louis Vuitton Cup whilst the future direction of the America’s Cup was decided.

The company’s support has been peerless in world sport and after a brief hiatus after the America’s Cup in 2007, Louis Vuitton returned for the 34th America’s Cup in San Francisco before going on to sponsor the World Series regattas leading up to both the 2013 and 2017 America’s Cup regattas as well as the Challenger Selection Series for both.

Apart from their magnificent support over the decades, Louis Vuitton also is synonymous with the America’s Cup trophy having crafted a stunning, bespoke travel case in the brand’s iconic gold monogram and deep brown leather that ages spectacularly enhancing its lustre with brass appointments for the clasps that keep the trophy safe when it travels the globe.

The safety of the trophy that dates back to 1848 when it was purchased from the stock of R&S Garrard of Panton Street, the Crown Jewellers of the day, by the 1st Marquess of Anglesey, Henry William Paget, is thus assured.

Louis Vuitton’s return for the 37th America’s Cup is a welcome addition to the Challenger Selection Series as Grant Dalton, CEO of America’s Cup Event confirmed: “We welcome Louis Vuitton back to the heart of the America’s Cup as the Official Title sponsor of the Louis Vuitton Challenger Selection Series- once again to be affectionately known as The Louis Vuitton Cup.

The Louis Vuitton Cup will run from
Thursday 29 August 2024 through to the final day for racing on Monday 7 October 2024, when the winner of the Louis Vuitton Cup will be decided

and have 5 days to prepare to meeting Emirates Team New Zealand in the
Louis Vuitton America’s Cup Match RACE starting on October 12th.

The Barcelona Official Race Village will be the beating heart but stroll along to the Port Olímpic and the vibe of the Youth & Puig Women’s America’s Cup events in the AC40 class – the world’s most exciting new foiling monohull class - will be in full flight.
This time next year we will know the Youth America’s Cup champions with their deciding Match to be held during the Challenger Selection Series Final and their pathway to the America’s Cup will be set.

Waiting in the wings for the glory will be the finest female athletes competing for the inaugural Puig Women’s America’s Cup – a highlight of the 37th America’s Cup and a further pathway to the very future of the competition – with the Final being held between races of the Match.

Their involvement over the decades since 1983 has been a masterclass in sports sponsorship, helping to grow out the America’s Cup to the widest international audience all over the globe. Their support is key to the success and prestige of the 37th America’s Cup here in Barcelona in 2024 and we are delighted to partner with Louis Vuitton in making this the most successful and competitive America’s Cup of all time.”

And for fans of past editions of the America's Cup, the J Class (yachts from the 1930's) will be hosting their World Championships in Barcelona and the 12 Meters (Cup boats from 1958-1987) will be in town competing at the 17th Regatta Puig Vela Classica regatta.
The Port Vell will be a lively and engaging spectacle for all to enjoy.


Whilst the sailors and teams prepare, - 1 year to go - so too do the people of Barcelona and its vibrant society who have taken the America’s Cup to their hearts with recent events including the opening of the 37th America’s Cup Official Exhibition Centre in the Port Vell which also hosted the Opening Ceremony of the 61st Barcelona International Boat Show, and a glittering ‘Reception for the Teams’ organised by the City Council in the presence of all the administrations.

The glittering opening of the America’s Cup Experience was attended by nearly 300 authorities and guests, including Jaume Sabater, representative of America's Cup Experience, Anna Erra, President of the Parliament of Catalonia, Víctor Francos, President of the Spanish Higher Sports Council, David Escudé, Sports Councillor of Barcelona Regional and City Council, Marta Domènech, General Director of Tourism of the Government of Catalonia and Lluís Salvadó, President of the Port of Barcelona.

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