CUPRA WELCOMES THE AMERICA’S CUP, THE OLDEST TROPHY IN INTERNATIONAL SPORT AT CASA SEAT
The iconic trophy has arrived at CASA SEAT today accompanied by Grant Dalton, CEO of the America’s Cup Event, welcomed by Ignasi Prieto, CUPRA’s Chief Brand Officer. The event served as a prelude to the official Trophy Tour of the Louis Vuitton 37th America’s Cup, set to take place along the Catalan coast from June 25th to July 1st. In December 2023, the brand announced its partnership with the America’s Cup and unveiled the ‘CUPRA Cube’ in la Barceloneta, the countdown timer that will kick-off the Cup. The new CUPRA Terramar, the Official Car of the competition, will also be fully unveiled under the umbrella of the 37th America’s Cup As Global Partner of the competition, CUPRA will have a significant presence throughout the event and will be part of the Fan Zones and the Race Village to engage with fans and visitors.
As Global Partner of the competition, CUPRA welcomed the trophy at CASA SEAT, serving as a prelude to the start of the ‘Trophy Tour’ of the competition, set to take place along the Catalan coast from June 25th to July 1st. The iconic trophy, the oldest actively contested prize in international sports, was on display at CASA SEAT from morning until noon, drawing the attention of the public and visitors alike, who seized the opportunity to witness a piece of competition’s history.
“We are very proud of our alliance with the America’s Cup, a competition that inspires us on many levels: from the design and performance of the boats to the ambition and spirit of the teams,” said Ignasi Prieto, Chief Brand Officer at CUPRA. “It is an event that shares our values of innovation, disruption and talent, and the America’s Cup trophy is undoubtedly an example of design that transcends history and becomes a reference and an icon. We believe the brands are a perfect match and we are happy to welcome this historic trophy at CASA SEAT,” he added.
In December 2023, CUPRA and the America’s Cup joined forces in a strategic alliance to inspire the world from Barcelona and unveiled the ‘CUPRA Cube’ in la Barceloneta, Barcelona’s beachside neighbourhood, an innovative countdown timer that when it reaches zero, will kick-off the Cup. The new CUPRA Terramar, the brand’s electrified sporty SUV that pays homage to the birthplace of CUPRA and the Official Car of the competition, will also be fully unveiled under the umbrella of the Louis Vuitton 37th America’s Cup.
As a brand with a strong passion for performance, sports and the sea, CUPRA will have a significant presence throughout the event and will be part of the Fan Zones and the Race Village, connecting with sailing performance enthusiasts worldwide and strengthening its brand visibility globally with emotional experiences.
“CUPRA helps us connect with the people of Barcelona and around the world, through shared core values and bold activations that tell the story of the event. Our partnership is built on innovation, history and inspiration,” said Grant Dalton, CEO of the America’s Cup Event. “The Louis Vuitton 37th America’s Cup is expected to have the largest audience in the event’s 173-year history, anticipated to be over 1.5 billion viewers” he added.
The America’s Cup is the race with no second place. Either you win or you lose, and it has been like that for over 173 years. Since 1851, the America’s Cup has passed hands between the victors who show the best of their talent to win a competition with no second place and no prize money, simply the honour of holding the trophy and the right to host the next Cup.
This edition of the America’s Cup, due to take place between August and October 2024 around the Port Vell area of Barcelona and along the beaches to the Port Olímpic, marks a new era for the competition. For the first time, the event will also feature an all-female competition: the Puig Women’s America’s Cup. Additionally, the UniCredit Youth America’s Cup, a sailing race for young sailors under 25, will serve as an opportunity for emerging talent.
By sponsoring the Louis Vuitton 37th America’s Cup, CUPRA aims to support new talent and inclusivity in sports and to inspire the next generation of gamechangers.
