IDEAS home Printed from https://ideas.repec.org/h/pal/pscchp/978-3-031-96676-7_6.html
   My bibliography  Save this book chapter

Luxury Branding in Sport: The Evolution of Louis Vuitton’s America’s Cup Sponsorship

Author

Listed:
  • Mario Nicoliello

    (University of Brescia)

Abstract

The chapter explores Louis Vuitton’s long-term partnership with the America’s Cup, examining how the collaboration has been used to enhance brand image and reach new markets. It discusses the challenges luxury brands face in balancing heritage with modern marketing strategies, emphasising the importance of authenticity and consistent brand positioning in new domains, such as sports sponsorship. The methodology involves an in-depth analysis of official press releases and financial statements of Louis Vuitton and America’s Cup, in order to understand the strategic decisions behind the sponsorship. The findings illustrate how luxury brands can evolve and remain relevant in a rapidly changing market by strategically participating in prestigious events, ultimately reinforcing their prestige and market positioning in the global luxury landscape.

Suggested Citation

  • Mario Nicoliello, 2025. "Luxury Branding in Sport: The Evolution of Louis Vuitton’s America’s Cup Sponsorship," Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business,, Palgrave Macmillan.
    • Handle: RePEc:pal:pscchp:978-3-031-96676-7_6
    DOI: 10.1007/978-3-031-96676-7_6
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:pscchp:978-3-031-96676-7_6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: https://link.springer.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.