Louis Vuitton returns to AC
28 May 2015
Ben Ainslie will introduce the America’s Cup World Series to the world in July at Portsmouth – photo: Mark Lloyd/Lloyd Images
AMERICA’S CUP: The America’s Cup was undoubtedly the loser in all the shenanigans that led to the Louis Vuitton’s withdrawal from the world’s oldest competition in 2007.
But now, Louis Vuitton is back. With an involvement throughout the entire series that obviously suggests the America’s Cup is back as a No 1 promotional method for one of the world’s top brands.
The French fashion brand has always been famous for its luggage and its involvement in the America’s Cup. But now the company has increased its involvement to include the America’s Cup Qualifiers and Challenger Playoffs.
In addition, Louis Vuitton will also be the presenting partner of the 35th America’s Cup Match and the America’s Cup World Series too. So Louis Vuitton will be at Portsmouth in July.
We wonder if the recent allocation of broadcast rights might have brought the AC to the attention of TV advertisers.
NBS has TV rights for the USA. Recently it was announced the French broadcaster Canal+ has captured the TV rights for over 50 territories, including France, Monaco and French speaking Switzerland.
And just recently, BT Sport beat Sky TV to the UK broadcast rights, starting with the America’s Cup World Series (ACWS) that will launch the entire America’s Cup towards the eventual 2017 dice in Bermuda.
“Since 1983, Louis Vuitton has continued to play a major role in the America’s Cup, but this agreement is the widest ranging yet,” said Harvey Schiller, the Commercial Commissioner of the America’s Cup. “Over time we have built a partnership that is quite unique in sports in terms of its longevity and our relationship is strengthened by more than 30 years of shared history. But now is the right time to take a major step forward. Under this agreement, Louis Vuitton is extending its involvement throughout the entire event.”
Michael Burke, CEO of Louis Vuitton said: “It is a great honour for us to be able to renew our partnership with the America’s Cup. Together, we are about to write a new chapter of our shared history.”
Louis Vuitton will assume a prominent role in all aspects of the event, said Mr Burke; ashore, on the water, in international television broadcasts and on online platforms.
The Louis Vuitton America’s Cup World Series begins in Portsmouth, from 23-26 July.