Louis Vuitton latches on to the real thing

The eagerness of sailing to capture commercial attention has led marketers toward car racing comparisons:
• SailGP is the NASCAR of sailing
• America’s Cup is the F1 of sailing

“We have always said SailGP is for the racing fan — not your typical sailing fan,” said SailGP CEO Russell Coutts. “This is the very best of high-speed, high-tech racing, but on water.”

For Louis Vuitton, a supporter of the America’s Cup since 1983, they have now latched on to the real thing, joining Formula 1 in 2025 as a Global Partner for the next 10 years.

The French House will be immersed in F1 weekends, including prominent trackside signage, and will have a key role in celebratory moments such as the opening ceremony and on the podium, where their famous Louis Vuitton Trophy Trunks will be presented to celebrate the top three drivers’ achievements.