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Louis Vuitton is putting up its sails again and becoming the title partner of the next America’s Cup, the sport’s biggest event, and organizing once again the Louis Vuitton Cup.

The 37th edition of the elite sailing race — often described as the Formula 1 of the sea — is scheduled for Aug. 22 to Oct. 27, 2024, in Barcelona, Spain.

There, five challengers in the Louis Vuitton Cup regattas — Ineos Britannia, Alinghi Red Bull Racing, Luna Rossa Prada Pirelli, NYYC American Magic and Orient Express Racing — will battle it out on the water to face off with “defender” Emirates Team New Zealand for the Louis Vuitton 37th America’s Cup Barcelona.

“We are working every day to make the 37th edition of the America’s Cup in Barcelona the most exceptional ever,” said Grant Dalton, chief executive officer of the America’s Cup event.

“By bringing its name and its spirit to the event, Louis Vuitton is once again part of our pursuit of excellence,” he added.

“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,” commented Pietro Beccari, president and chief executive officer of Louis Vuitton. “These values equally reflect the spirit of Louis Vuitton and its artisans.”

The French luxury maison is to craft the Louis Vuitton Cup trophy and — at the historical Louis Vuitton atelier in Asnières — two trunks for the Louis Vuitton Cup and the America’s Cup.

The Auld Mug is the silver trophy handed to the winner of the America’s Cup since 1851, considered the oldest international sports trophy in the world. Meanwhile, the Louis Vuitton Cup has been presented to the winner of the eponymous qualifying-stage competition since 1983.

According to Vuitton, it shares with the famous regattas “the same innovative vision combining performance improvement with the observance of centuries-old traditions.” Both utilize 3D design and sustainable, lightweight materials — one to craft trophy trunks, and the other foils which enable the AC40 and AC75 boat to slice more rapidly through the water.

Vuitton has played a role in America’s Cup races in the United States, Australia, Bermuda, Hong Kong, Dubai, France and Spain, burnishing the regattas’ visibility and prestige.

The New York Yacht Club held the trophy for 132 years before losing it to an Australian team in 1983. Since then, the America’s Cup has only ever been held by three other nations: the United States, Switzerland and New Zealand.

The Barcelona races are to take place around Port Vell and along the beach to Port Olímpic.

The complete slate of events includes several preliminary regattas, the Youth & Puig Women’s America’s Cup, and the main events: the Louis Vuitton Cup, and the 37th Louis Vuitton America’s Cup.

Vuitton was last the title partner of the America’s Cup in 2017 in Bermuda. The brand has recently ramped up its links to sports ahead of the 2024 Olympic Games in Paris, signing up a clutch of high-profile ambassadors including Spanish tennis star Carlo Alcaraz, French champion swimmer Léon Marchand and fencing champion Enzo Lefort.