LOUIS VUITTON AND THE AMERICA’S CUP REVEAL STRIKING ‘V’ LOGO AS TITLE PARTNER OF THE LOUIS VUITTON 38TH AMERICA’S CUP
In a stunning ceremony in the historic Palazzo Reale in Naples, the CEO and Chairman of Louis Vuitton, Pietro Beccari, announced not only Louis Vuitton’s unwavering commitment as Title Partner of the 38th America’s Cup, but also that the ‘V’ logo will become the official logo of the Louis Vuitton 38th America’s Cup Napoli along with the Louis Vuitton Cup, symbolising victory and the spirit of the competition.
The America's Cup and Louis Vuitton Cup trophies photographed along the waterfront of Naples.
Pietro Beccari, speaking about Louis Vuitton’s continued involvement said: “We are delighted to support the America’s Cup in its new transformation, ushering in an even more modern and inclusive era. Together, we experienced the Cup’s first major transformation in 1983 with the creation of the Louis Vuitton Cup, and today we are honored to be present for this new historic edition, the first to take place in Italy, once again demonstrating that ‘Victory Travels in Louis Vuitton’.”
The ‘V’ is inspired by Gaston-Louis Vuitton’s graphic signature which redesigned the ‘V’ of Vuitton to create his personal mark. His visionary approach to personalisation inspired this iconic ‘V’. Enhanced with three blocks of navy, white, and red, Vuitton’s ‘V’ resembles a coat of arms, allowing Gaston-Louis Vuitton to identify his luggage at a glance. The ‘V’ is also the emblem of Victory, symbolising triumph and the competitive spirit of the America’s Cup, echoing the Louis Vuitton signature tagline that ‘Victory Travels in Louis Vuitton’.
The House’s continued support, as the America’s Cup enters a new era with the historic America’s Cup Partnership (ACP), is significant and reaffirms a sense of unity that began in 1983. Back then, Australia II who represented the Royal Perth Yacht Club not only won the inaugural Louis Vuitton Cup in Newport, Rhode Island, but went on to win the America’s Cup, ending what had been a 132-year winning streak of the New York Yacht Club—the longest winning streak in international sports.
In Naples, Italy in 2027, the Challenger Selection Series for the Louis Vuitton Cup will be held for the eleventh edition. Since its inception in 1983, the series has been won by teams representing yacht clubs from Australia, USA, Italy, New Zealand, Switzerland and Great Britain. Over that period, five Louis Vuitton Cup winners have gone on to claim the America’s Cup itself, reinforcing the enduring legend : “To win the America’s Cup, first you must win the Louis Vuitton Cup.”
The trophies in their bespoke trunks: Louis Vuitton Cup and the America's Cup.
Speaking about Louis Vuitton’s Title Partnership, Grant Dalton CEO of the current Defender, Emirates Team New Zealand, said: “Louis Vuitton is synonymous with the modern America’s Cup, they were there in 1983 when the America’s Cup went through one of the biggest transformations in its history by introducing the Louis Vuitton Cup with multiple international Challengers, and are here again today with the formation of the America’s Cup Partnership. A shared journey rooted in excellence and transformation for over 40 years.”
Louis Vuitton and the America’s Cup form a long-standing and legendary partnership united by common values and a relentless pursuit of excellence, shaping a partnership and an inseparable bond that spans decades. The introduction of the new governance model, the ACP, marks an historic turning point, bringing greater openness and modernisation to the competition—an evolution Louis Vuitton is proud to support.
Furthermore, Louis Vuitton’s relationship with Naples is deeply intertwined with the city’s cultural vibrancy and Mediterranean identity. The House established its presence in Naples in 1993 with the opening of its first store on Via Calabritto, marking a milestone in Louis Vuitton’s expansion in Southern Italy.
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