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Prada becomes main sponsor of America’s Cup

Italian fashion house Prada has agreed a deal to become the new main sponsor of the America’s Cup sailing event.

Prada has secured the right to be the exclusive naming and presenting sponsor of all events comprising the 36th America’s Cup including the Challenger Selection Series, which will officially be named the Prada Cup.

Prada is set to replace French fashion house Louis Vuitton, a long-time partner of the America’s Cup, in the role. The Italian firm is a sponsor of Luna Rossa, the Challenger of Record for the 36th America’s Cup. Patrizio Bertelli, president of Luna Rossa, is also chief executive of Prada.

The deal was revealed today (Friday) as the protocol establishing the parameters for the 36th America’s Cup was unveiled. 

Bertelli said: “The new Protocol has been negotiated bearing in mind the founding principles of the Deed of Gift, but with a strong innovative approach towards technical and sporting evolution of the Cup and the sport of sailing.

“Because of this new promising trend, the management of Prada Group has decided to assume the prestigious yet demanding role of title and presenting sponsor of the whole AC 36.”