Louis Vuitton & Sport: Instinct, Sponsorships & Expansion

Louis Vuitton & Sport: Instinct, Sponsorships & Expansion

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The campaign for the 38th edition of the Louis Vuitton America’s Cup — scheduled for Naples in 2027 and in which Team France, led by Quentin Delapierre, will participate — is officially launched. The opportunity for the LVMH group brand (also owner of Le Parisien – Today in France) to renew, this Wednesday, its partnership with the oldest sporting competition in the world. Its CEO Pietro Beccari deciphers the challenges for the luxury brand of investing in the world of sport.

Louis Vuitton has chosen to continue the partnership with the America’s Cup, which is the oldest sporting competition in existence. For what reasons?

Aiko Tanaka

Aiko Tanaka is a combat sports journalist and general sports reporter at Archysport. A former competitive judoka who represented Japan at the Asian Games, Aiko brings firsthand athletic experience to her coverage of judo, martial arts, and Olympic sports. Beyond combat sports, Aiko covers breaking sports news, major international events, and the stories that cut across disciplines — from doping scandals to governance issues to the business side of global sport. She is passionate about elevating the profile of underrepresented sports and athletes.

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