IMG Licencing appointed as global agent for 38th America's Cup

Naples Fanzone - Louis Vuitton America's Cup Venue - Naples - September 2025 © America's Cup Media

The organisers of the Louis Vuitton 38th America’s Cup, the world’s most prestigious and historic yachting competition, have announced (on Wednesday) the appointment of IMG Licensing as the exclusive global licensing agency for the event ahead of the highly anticipated 38th America’s Cup to be held in Naples, Italy in July 2027.

Under the terms of the agreement, IMG Licensing will develop and manage a comprehensive global licensing program spanning consumer products, publishing, collectibles, and memorabilia. The program will be designed to capture the spirit, heritage, and innovation of the America’s Cup while creating premium offerings for fans, spectators, and partners around the world.

The first range of merchandising will be on sale in Cagliari with both an online store and the first America’s Cup Official Shop opening in the Race Village of the Louis Vuitton 38th America’s Cup Preliminary Regatta, 21-24 May 2026, offering an exciting range of merchandise from event collections to team merchandise.

Going forward, against the iconic backdrop of Naples - one of Europe’s most glamorous and historic coastal cities - the 2027 America’s Cup promises to be a landmark edition of the competition. Renowned for its blend of cutting-edge technology, elite athleticism, and timeless elegance, the America’s Cup occupies a unique position at the intersection of sport, luxury, and lifestyle.

IMG Licensing, a global leader in brand licensing, brings deep expertise in building world-class programmes for major international sporting events. The agency has successfully developed licensing strategies for some of the most celebrated properties in global sport, including the Rugby World Cup, the UEFA EURO Championship, and the legendary 24 Hours of Le Mans endurance race.

Through this partnership, IMG Licensing will curate a best-in-class portfolio of licensees across key categories including apparel, accessories, home goods, publishing, and premium collectibles. The initiative will emphasise design excellence, authenticity, and innovation—reflecting both the heritage of the America’s Cup and the forward-looking nature of competitive sailing.

Grant Dalton, Chairman of the America’s Cup Partnership commented: “The America’s Cup is more than just a sporting event - it is a global symbol of excellence, innovation, and prestige. Partnering with IMG Licensing allows us to extend that legacy into a world-class consumer experience, offering fans and audiences meaningful ways to connect with the event.”

Bruno Maglione, President of IMG Licensing added: “We are honoured to be entrusted with the America’s Cup, one of the most iconic properties in global sport. Our goal is to build a sophisticated and aspirational licensing programme that reflects the event’s unique blend of heritage, performance, and luxury - while engaging both long-time enthusiasts and new global audiences.”

With Naples poised to host a spectacular edition of the America’s Cup in 2027, the partnership marks a significant step in expanding the event’s global footprint and cultural resonance through premium, design-driven products.

For those interested in TV and other Rights deals handled by IMG going back to Fremantle in 1984 click here.