These are the luxury brands that support the Copa América in Barcelona and its economic impact of 1.2 billion euros

Considered the pinnacle of international regattas, the America’s Cup dates back to 1851, when the schooner ‘America’ —designed and built for Prince Albert’s Great Exhibition— crossed the Atlantic from New York as a representative of American ingenuity. The ‘America’ caused a sensation by winning the 100-pound Cup —annual regatta in the waters of the Isle of Wight (United Kingdom)— against the best sailing ships in the British fleet.

Exceptional spectators of that feat were Queen Victoria, Prince Albert and the Prince of Wales. When the event was over, the queen asked: “Which one is first? The ‘America’.” And the second? Your Majesty, there is no second.” And that’s still the case today: in the America’s Cup sailing glory goes exclusively to the winner.

Everyone wants the cup with the most pedigree. (Courtesy)

This 37th edition of the Louis Vuitton America’s Cup Barcelona The race officially started on Thursday 29th August after the relevant preliminary races. With the teams’ bases spread out in Port Vell, The competition is taking place in front of the beach of the City of Counts, up to the Olympic Port, offering enthusiasts and curious onlookers the best views of the action.

But, Who supports this immense sporting phenomenon in which sportsmanship and elitism prevail? The combination of public funds (Government of Spain, Generalitat de Catalunya and Barcelona City Council), private funds from sponsors and business partners, tickets, merchandising and the participating teams themselves.

Ineos Britannia, the great challenger. (Courtesy)

Let’s look at the sponsors of this planetary event in which major super-luxury brands stand out, starting with the one that gives the competition its name: Louis Vuitton, the inventors of the ‘art of travel’.

Louis Vuitton’s relationship with the America’s Cup dates back to the edition of 1983, when the Louis Vuitton Cup was awarded to the winner of the Challenger Selection Series —the selection phase of the ‘Challenge’—. Since then, It is one of the largest luxury-sports alliances of all time.

The genesis of Louis Vuitton’s full involvement was the arrival in 1970 of multiple international challenges that the Defender wanted to face from the America’s Cup, el New York Yacht Club, with participation from France, Australia, Great Britain and Greece.

The America’s Cup trophy and the Louis Vuitton trunk he travels the world with. (Courtesy)

Louis Vuitton is also synonymous with the America’s Cup trophy, as has custom-crafted the stunning trunk from the iconic Monogram canvas. With brass details for the closures, it remains in perfect condition on your multiple trips. a trophy dating back to 1848, when the Marquis of Anglesey bought it from R&S Garrard, de Panton Street, the British Crown Jewellery in London.

More luxury sponsors

To the all-powerful presence as official sponsor of Louis Vuitton we must add the decisive role of watches. Omega, official timekeepers of the events. How powerful is the presence of Dubai airline Emirates or that of the Catalan group Puig, the multinational fashion and perfume company, both as ‘global partners’. There are many more collaborating firms, but they do not fit into our concept of luxury, but rather into the mass consumption category.

Omega Seamaster Diver 300M America’s Cup. (Courtesy)

Another different thing are the big firms in the luxury sector. involved in the maintenance of each piece of equipment. On the sails of the boats we will see the logos of Prada, Panerai, Toyota, Belstaff, Tudor o L’Oreal, among many others.

All against the reigning champion, Emirates Team New Zealand. (Courtesy)

It is estimated that this America’s Cup sailing will generate an economic impact of 19,000 jobs y 1.2 billion euros for Barcelona, According to a report by the Pompeu Fabra University commissioned by the Barcelona Capital Nautica Foundation. Not in vain, this is the most important nautical competition in the world and the third sporting event with the greatest economic impact after the Olympic Games and the World Cup.

All against Emirates Team New Zealand

The 37th Louis Vuitton America’s Cup will consist of several tests that will culminate in the Match (duel) of October between the Defender (defender), Emirates Team New Zealand, and the Challenger (challenger), to be determined. The challengers of this 2024 are Ineos Britannia (Great Britain), Alinghi Red Bull Racing (Swiss), Luna Rossa Prada Pirelli (Italia), NYYC American Magic (United States) and Orient Express Racing Team (France).

High technology, luxury and plenty of fair play at the Louis Vuitton America’s Cup. (Courtesy)

The Louis Vuitton America’s Cup is the oldest trophy in international sport. That I won the best because here, as they told Queen Victoria of the United Kingdom, there is no room for seconds.

Considered the pinnacle of international regattas, the America’s Cup dates back to 1851, when the schooner ‘America’ —designed and built for Prince Albert’s Great Exhibition— crossed the Atlantic from New York as a representative of American ingenuity. The ‘America’ caused a sensation by winning the 100-pound Cup —annual regatta in the waters of the Isle of Wight (United Kingdom)— against the best sailing ships in the British fleet.