Sponsorship and the America’s Cup

by Craig Leweck, Scuttlebutt Sailing News
Providing focused and concise event reports is a challenge with the inclusion of sponsors in event names. There is nothing concise about 2024 Helly Hansen Sailing World Regatta Series – St. Petersburg. Where brands once bought advertising, now we’re promoting them for free…ugh!

The America’s Cup in 2024 has a lot of events with sponsor names in the titles. Here’s our guide:

Louis Vuitton 37th America’s Cup Barcelona
A luxury brand and the venue got dibs on this umbrella term for all the competitions from August through October.

UniCredit Youth America’s Cup
Started at the 34th America’s Cup in 2013, this youth event has latched on to the iconic event name to heighten relevance, and in 2024 got a European bank to fund the fun.

Puig Women’s America’s Cup
This inaugural event has been termed the ‘America’s Cup for women’ to gain notoriety where there is none. As with the youth event, it comes with a hefty entry fee for four crew to ride the AC40, with the women promoting a fashion and fragrance business in Barcelona.

Louis Vuitton Cup
The French fashion house anticipates that people who like the America’s Cup can afford $2,000.00 handbags, and have prominently secured the Challenger selection series naming rights.

Louis Vuitton America’s Cup Match
It is an important distinction as no team is competing in the America’s Cup unless they are competing in the ‘match’. Aside from New Zealand, the other five teams are just trying to get to the dance. And while the America’s Cup Store does not list Louis Vuitton gear, it’s coming if ebay listings are an indication.

Following the publication of the AC37 Protocol and AC75 Class Rule on November 17, 2021, the AC75 Class Rule and AC Technical Regulations were finalized on March 17, 2022. The entry period opened December 1, 2021 and runs until July 31, 2022, but late entries for the 37th America’s Cup may be accepted until May 31, 2023. The Defender was to announce the Match Venue on September 17, 2021 but postponed the venue reveal, confirming it would be Barcelona on March 30, 2022. The 37th America’s Cup begins October 12, 2024.

Teams revealed to challenge defender Emirates Team New Zealand (NZL):
• INEOS Britannia (GBR)
• Alinghi Red Bull Racing (SUI)
• Luna Rossa Prada Pirelli Team (ITA)
• NYYC American Magic (USA)
• Orient Express Racing Team (FRA)

2023-24 Preliminary Regattas
September 14-17, 2023 (AC40): Vilanova i la Geltrú, Spain
November 30-December 2 (AC40): Jeddah, Saudi Arabia
August 22-25, 2024 (AC75): Barcelona, Spain

2024 Challenger Selection Series
August 29-September 8: Double Round Robin
September 14-19: Semi Finals (Best of 9)
September 26-October 5: Finals (Best of 13)

2024 America’s Cup
October 12-21: 37th Match (Best of 13)

For more schedule details, click here.
Additionally, 12 teams will compete in the 2024 Youth & Women’s America’s Cup.

Noticeboard: https://ac37noticeboard.acofficials.org/
Additional details: www.americascup.com/en/home