The 37th America's Cup with CUPRA
CUPRA has entered into a strategic alliance with the 37th America’s Cup, one of the world’s most prestigious sporting events.
The partnership marks Barcelona’s first time in the America’s Cup 172-year history that it will be hosted in the cosmopolitan city and it’s expected this will be one of the most thrilling yet.
Unveiling the ‘CUPRA Cube’ in La Barceloneta
To inaugurate the partnership, CUPRA unveiled the striking ‘CUPRA Cube’ in La Barceloneta, an emblematic neighbourhood of Barcelona. The meticulously designed countdown timer, developed in collaboration with Omega – the official Timekeeper of the 37th America’s Cup – showcases the slogan “Two dreams One countdown”. When the timer hits zero, it will kick off the event and reveal images of the new CUPRA Terramar, designated as the Official Car of the competition. The electrified sporty SUV, paying homage to CUPRA’s roots, will be fully unveiled during the 37th America’s Cup scheduled between August and October 2024.
CUPRA at the Race Village
As a Global Partner, CUPRA will prominently feature throughout the event, connecting with high-performance sailing enthusiasts globally. Engaging with fans, residents of Barcelona and visitors, CUPRA will be part of the fan zone within the Race Village (Port Vell along the Moll de la Fusta).
At CUPRA, we view our hometown as the ideal venue for hosting the 37th America’s Cup and becoming a hub for global sports. As an emotionally driven sporty brand, we take pride in sponsoring large-scale international events that mirror our values and our aspiration to inspire the world from Barcelona, aiming for victory. This event also presents an excellent opportunity to relive the spirit of the 1992 Olympics, through a truly international event that will show the best side of this vibrant city.
Inclusivity: Youth & Puig Women’s America’s Cup
The upcoming edition of the event will introduce the Puig Women’s America’s Cup for the first time, an opportunity for female sailors to display their skills and talents in a high-calibre race. This initiative aims to offer them a way of developing their capabilities for participation in the America’s Cup itself. Additionally, the Youth America’s Cup, a sailing race for competitors under 25, will serve as an opportunity for emerging talent. CUPRA’s sponsorship of the 37th America’s Cup aligns with our commitment to promoting inclusivity in sports and inspiring the upcoming generation.
Words from Grant Dalton, CEO of the America’s Cup
As recently highlighted by the CEO of America’s Cup, Grant Dalton, who is “very proud” to have CUPRA join their “family of sponsors”, our passion for Barcelona, performance and commitment resonates deeply with the ethos of the America’s Cup. Through bold activations, CUPRA is connecting America’s Cup with “the people of Barcelona and across the world” telling the event’s story, sharing its innovation, rich history and inspiration.
The America’s Cup is renowned for its uncompromising spirit – there is no second place, either you win or lose. Founded in 1851, the competition holds a significant global influence, epitomising sailing excellence. The events focus on fostering synergies between design, performance and innovation aligns seamlessly with CUPRA’s core values. The 37th America’s Cup is set to unfold in the Port Vell area of Barcelona, spanning along the coastline to the Port Olímpic. We look forward to seeing you there!