Louis Vuitton becomes Title Partner to America's Cup - the oldest trophy in international sport | SENATUS

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Louis Vuitton becomes Title Partner to America's Cup - the oldest trophy in international sport

26 October 2023

By Kien Lee

The upcoming 37th America's Cup taking place in 2024 in Barcelona, continues the long tradition of the oldest trophy in international sport.

The America's Cup first began in 1851, pre-dating the modern Olympics by 45 years, and is yachting's most coveted, prestigious prize.

Louis Vuitton, which last sponsored the competition in 2017, returns with aplomb. Taking over the naming of the challenger competition from Prada, the Louis Vuitton Cup winner will line-up against the defending champion.

For Louis Vuitton, the partnership marks the march of the brand's efforts into sports, alongside its mothership LVMH sponsoring the 2024 Olympics in Paris. Louis Vuitton now provides the trunk cases for many notable sporting competitions, from the FIFA World Cup, the NBA Finals, the Formula 1 Grand Prix de Monaco and the Rugby World Cup. As part of its sponsorship of the America’s Cup and Louis Vuitton Cup, it will provide trophy trunks, too.

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