The 36th America’s Cup took place in New Zealand in March 2021. (Clive Mason/Getty Images)

Louis Vuitton, the French luxury goods company, has signed up as title sponsor for the latest edition of sailing’s prestigious America’s Cup, to take place in Barcelona next year.

Louis Vuitton has been a sponsor of the America’s Cup since 1983, and as a brand is now putting its name to both the pre-America’s Cup challenger series (entitled the Louis Vuitton Cup) as well as the America’s Cup itself.

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The 2024 America’s Cup, the 37th edition of that iconic race, will be held in October next year.

For the previous America's Cup, held in New Zealand in 2021, fashion brand PRADA was the presenting sponsor.

Grant Dalton, chief executive of the America’s Cup, said: “We are working every day to make the Louis Vuitton 37th America’s Cup in Barcelona the most exceptional ever. By bringing its name and its spirit to the event, Louis Vuitton is once again part of our pursuit of excellence.”

Earlier this month, the race’s organizers announced a commercial deal with global drinks giant Coca-Cola, while in September a tie-up was struck with Italy-based banking and financial services firm UniCredit.

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Pietro Beccari, Louis Vuitton’s president and chief executive, added: “It’s with an immense sense of pride that we return to this historical competition as title partner. Port Vell of Barcelona will be the setting for a display of elegance and power, where teams will compete with boldness, talent, and mastery on increasingly innovative yachts. These values equally reflect the spirit of Louis Vuitton and its artisans.”

This deal renewal comes as Louis Vuitton continues to activate its deal as the official trophy travel case supplier of the ongoing 2023 Rugby World Cup in France.