Louis Vuitton renews sponsorship of America's Cup Challenger Series

by Richard Gladwell, Sail-World.com on 28 May 2015 In a very significant move, the America's Cup Events Authority has announced that Louis Vuitton has renewed its sponsorship of the full Challenger Selection Series, extending the longest sponsorship in international sport.

Louis Vuitton has become the title partner of the America’s Cup World Series, the America’s Cup Qualifiers and Challenger Playoffs as well as the presenting partner of the 35th America’s Cup Match.

It had been expected that Louis Vuitton would walk away from the event after their involvement had become watered down beginning with the 2007 America's Cup regatta. Previously Louis Vuitton had a very hands-on role with the Challenger Selection Series, known as the Louis Vuitton Cup, and was heavily involved in the media centre and off the water organisationsation.

In Valencia, the French luxury goods house, was put into a more conventional sponsorship role, whilst retaining their naming rights. Additionally the Louis Vuitton involvement was very personally supported by CEO the late Yves Carcelle who was a very visible presence at the Louis Vuitton Cup.

It is not clear from the announcement as to whether Louis Vuitton will return in their earlier role, or latter role, however the fact that Louis Vuitton is back on board with the America's Cup is very significant for the America's Cup and credibility of the events which will be staged around the world, as well as Bermuda.

The re-signing of Louis Vuitton was first tipped by leading international yachting correspondent, Stuart Alexander, writing in The Independent, UK. The full story published can be read by clicking here

Alexander claimed that the way into the 2017 America's Cup Regattas was made easier by the withdrawal of Italian challenger Luna Rossa, backed by Italian fashion house and Louis Vuitton rival, Prada. However the two have co-existed in the America's Cup context for years with Luna Rossa lifting the trophy sponsored by their sponsor's commercial rival, in Auckland in 2000.

“There is some negativity in some quarters, but a lot of that negativity said we’d never sign Louis Vuitton again,” said Russell Coutts in an interview with Christopher Clareys of the New York Times. “And a lot of that negativity said some other things that are frankly going to be proven wrong in the coming weeks as well.”

“Since 1983, Louis Vuitton has continued to play a major role in the America’s Cup, but this agreement is the widest-ranging yet,” said Harvey Schiller, the Commercial Commissioner of the America’s Cup, in a written statement. “Over time we have built a partnership that is quite unique in sports in terms of its longevity and our relationship is strengthened by more than 30 years of shared history. But now is the right time to take a major step forward. Under this agreement, Louis Vuitton is extending its involvement throughout the entire event.”

“Louis Vuitton has been proud to partner with the America's Cup over the years. Today we are making a more comprehensive commitment, one that will allow us to work together on this mythical race.

“The America’s Cup, the holy grail of yachting, that sees challengers racing across the oceans becomes a life long quest. The freedom, courage, skill and competence that it requires reflect the true spirit of Louis Vuitton. Sailing, exploration, technology and design are part of our heritage that continues to push boundaries further.

“It is a great honor for us to be able to renew our partnership with the America's Cup. Together, we are about to write a new chapter of our shared history,” said Michael Burke, CEO of Louis Vuitton.

For Louis Vuitton, this partnership represents more than simply supporting a great sporting event, it also reflects the trailblazing spirit that has characterized Louis Vuitton from its beginnings and still holds true today.

Louis Vuitton will assume a prominent role in all aspects of the event, ashore, on the water, in international television broadcasts and on online platforms.

The Louis Vuitton America’s Cup World Series begins in Portsmouth, UK, from July 23rd to 26th 2015.

The Louis Vuitton America’s Cup Qualifiers and Playoffs and the America’s Cup Match presented by Louis Vuitton will take place in Bermuda in June 2017.

For Christopher Clarey's take on the announcement including comments from ACEA CEO Russell Coutts click here

About Louis Vuitton
Since 1854, Louis Vuitton has brought unique designs to the world, combining innovation with style, always aiming for the finest quality. Today, the Maison remains faithful to the spirit of its founder, Louis Vuitton, who invented a genuine “Art of travel” through luggage, bags and accessories which were as creative as they were elegant and practical. Since then, audacity has shaped the story of Louis Vuitton. Faithful to its heritage, Louis Vuitton has opened its doors to architects, artists and designers across the years, all the while developing disciplines such as ready-to-wear, shoes, accessories, watches, jewelry and stationery. These carefully created products are testament to Louis Vuitton’s commitment to fine craftsmanship.