IMG Licensing Appointed Global Agent for Louis Vuitton 38th America’s Cup

The organisers of the Louis Vuitton 38th America’s Cup have announced the appointment of IMG Licensing as the exclusive global licensing agency for the prestigious yachting competition.

The agreement comes as momentum builds toward the 38th edition of the Cup, which is scheduled to take place in Naples, Italy, in July 2027.

Under the multi-year mandate, IMG Licensing will develop and manage a comprehensive global program encompassing consumer products, publishing, and premium collectibles. The partnership aims to translate the “Auld Mug’s” unique intersection of elite athleticism and luxury lifestyle into a world-class retail experience.

Highligting the event’s status as a global symbol of prestige, chairman of the America’s Cup Partnership, Grant Dalton, said: “Partnering with IMG Licensing allows us to extend that legacy into a world-class consumer experience, offering fans and audiences meaningful ways to connect with the event.” 

President of IMG Licensing, Bruno Maglione, expressed the agency’s goal to build a “sophisticated and aspirational” program.

The strategy focuses on engaging both traditional sailing enthusiasts and new global audiences attracted by the event’s luxury associations.

Key categories for development include:

• Apparel and Accessories: High-performance and lifestyle collections.
• Premium Collectibles: Limited-edition items that celebrate the Cup’s 176-year history.
• Home Goods and Publishing: Strategic partnerships to broaden the event’s cultural footprint.

Retail Rollout: From Cagliari to Naples

The activation of the partnership will begin almost immediately, with the first range of merchandise set to debut in Cagliari.

• Preliminary Regatta: The first America’s Cup Official Shop will open in the Race Village during the Preliminary Regatta from 21-24 May 2026.
• Digital Presence: A dedicated online store will launch concurrently, offering event-specific collections and official team merchandise.
• Naples 2027: The program will culminate in a massive retail presence against the historic backdrop of Naples, focusing on premium apparel, accessories, and high-end memorabilia.

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