Louis Vuitton 37ª America’s Cup Trophy Tour

Louis Vuitton 37ª America’s Cup Trophy Tour was an immersive event in 7 Catalan cities, targeting all ages, aimed at connecting communities with the competition’s history.

This year, Barcelona has become the world capital of sailing thanks to the 37th edition of the Louis Vuitton America’s Cup, which began on August 22nd. The arrival of the ‘Auld Mug,’ the century-old silver ewer around which the world’s oldest sporting event revolves, offered an extraordinary opportunity to expand the visibility of this prestigious competition and create an emotional connection with local communities. The main objective was to inspire future sailors, raise awareness of the sport, and bring the excitement of the America’s Cup to Catalonia. The creation of the first America’s Cup Fan Team aimed to foster a dedicated fan base, with a network of local ambassadors. To achieve this, a Trophy Tour was planned across Catalonia, culminating in Barcelona.

The Louis Vuitton 37ª America’s Cup Trophy Tour was far more than just a display of the trophy; it was designed as an immersive and educational experience that connected local communities with the rich history and future of this legendary competition. Creativity was evident in every aspect of the event, from the selection of iconic coastal locations to the inclusion of interactive activities, such as sailing simulators, which allowed visitors to experience the thrill of sailing firsthand and feel like part of a crew. Additionally, a key objective was to create the first America’s Cup Fan Team, encouraging attendees to actively engage with the various informational zones and become part of this historic event. Each city hosted parallel activities both on and off the water, such as local regattas, exhibitions, and talks, fostering a unique connection between the competition and the communities visited.