CUPRA AND THE AMERICA’S CUP JOIN FORCES IN A STRATEGIC ALLIANCE TO INSPIRE THE WORLD FROM BARCELONA

To mark the beginning of this partnership, the brand has revealed the ‘CUPRA Cube’ in la Barceloneta, Barcelona’s beachside neighbourhood. The innovative countdown timer in association with Omega, the Official Timekeeper of the 37th America’s Cup, features the claim “Two dreams. One countdown”. When the timer reaches zero, not only will it kick-off the Cup, but also release the first images of the new CUPRA Terramar, the Official Car of the competition. The brand’s electrified sporty SUV that pays homage to the birthplace of CUPRA will also be fully unveiled under the umbrella of the 37th America’s Cup, due to take place between August and October 2024.

As Global Partner, CUPRA will have a significant presence throughout the event, connecting with sailing performance enthusiasts worldwide and strengthening its brand visibility globally. CUPRA will be part of the fan zone in the Race Village to engage with fans, citizens from Barcelona and visitors.

“At CUPRA, we believe our hometown is the ideal place to host the 37th America’s Cup and become the epicentre of sport on a global level,” said Wayne Griffiths, CEO at CUPRA. “As a sporty brand driven by emotion, we are proud to sponsor big-scale international events that closely align with our values and our ambition to inspire the world from Barcelona and to go out to win. This is also a great chance to relive that unforgettable spirit of the 1992 Olympics, with a truly international event that will show the best side of this vibrant city,” he added.

Next year’s event, for the first time in the competition’s history, will also feature the Puig Women’s America’s Cup. This initiative aims to provide female sailors with a platform to showcase their abilities and talent in a high-level race and offer them a way to develop their skills for the America’s Cup itself. Additionally, the Youth America’s Cup, a sailing race for contestants under 25, will serve as an opportunity for emerging talent. By sponsoring the 37th America’s Cup, CUPRA aims to support inclusivity in sports and to inspire the next generation.

“We are very proud to have CUPRA join the family of sponsors for the 37th America’s Cup,” said Grant Dalton, CEO of the America’s Cup. “We know they are very proud and passionate about Barcelona, performance and obsession, all of which the America’s Cup is as well. CUPRA will help us to connect with the people of Barcelona and across the world, by bold activations that tell the story of the event, its innovation, its history and inspiration,” he added.

The America’s Cup is the race with no second place. Either you win or you lose, and it has been like that for over 170 years. Created in 1851, the competition has a large global footprint and a challenging and powerful essence. Its purpose to create synergies between design, performance and innovation are traits also deeply rooted in CUPRA’s DNA. The competition will take place around the Port Vell area of Barcelona and along the beach to the Port Olímpic.

CUPRA is the unconventional challenger brand that brings together emotion, electrification, and performance to inspire the world from Barcelona. Launched in 2018, CUPRA has its corporate headquarters and CUPRA Racing division in Martorell (Barcelona), in addition to a global network of specialised points of sale.

CUPRA proves that electrification and sportiness are a perfect match, and in 2022 the brand hit new heights with over 150,000 vehicles delivered. Each successive launch of a model has marked a new milestone in defining the brand’s character, with a challenging and original design: the CUPRA Ateca, a unique model in its segment; the CUPRA Leon, its first electrified model thanks to a plug-in hybrid electric engine; the CUPRA Formentor, the first model to be developed exclusively by the brand and the company’s best-selling vehicle to date; and the CUPRA Born, the brand’s first 100% electric vehicle.

CUPRA is FC Barcelona's official automotive and mobility partner, the World Padel Tour's premium sponsor and the official sponsor of the eSports Club Finetwork KOI. CUPRA is the only automotive brand that participates in the EXTREME E and Formula E racing competitions. The CUPRA Tribe is made up of a team of ambassadors who want to be the driving force of change. Among its members are Street Artist TvBoy, Olympic gold medalists Adam Peaty and Saul Craviotto, the German goalkeeper Marc ter Stegen, and two-time Ballon d'Or and Best FIFA Award-winning footballer Alexia Putellas.