Pirelli comes on board with Luna Rossa for America’s Cup challenge

Tyre company joins Prada as co-title sponsor of Italian sailing team.

Pirelli comes on board with Luna Rossa for America’s Cup challenge

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Pirelli, the multinational tyre company, has signed a deal with Italian sailing outfit Luna Rossa to support their America’s Cup challenge in New Zealand in 2021.

As part of the multi-year project, Pirelli and Prada, the luxury fashion house, will act as co-title sponsors of the team. Prada was announced as a sponsor of the outfit back in January as part of a reported NZD$109 million (US$80 million) deal.

Between 2018 and 2021, the two brands will lead in a series of regattas, events and activities. In 2019, the first two regattas of the America’s Cup World Series will take place in the Mediterranean; in 2020 another three World Series regattas will be held in Europe, the United States of America and Asia.

From January 2021, there will be the Prada Cup and Challenger selection regattas, followed by the 36th edition of the America’s Cup. The 2021 race will be Luna Rossa’s fifth attempt at winning sport’s oldest trophy.

Patrizio Bertelli, chairman of Luna Rossa Challenge, said: “Pirelli is the ideal partner for this new America’s Cup challenge. With over half a century’s experience at the highest levels of high technology world sports, it will be an important asset at the heart of our project. In this sense it is correct to speak of a real and true collaboration between the Team and Pirelli.”

Marco Tronchetti Provera, executive vice president and chief executive of Pirelli, added: “Pirelli chose to be a part of this project because it represents both a sporting and technological challenge, able to bring Italy and the Pirelli brand to the attention of the entire world.

“The America’s Cup, as Formula One is to motorsport, is the most prestigious sailing competition, with a great history and tradition. It embodies values and is for a public of impassioned fans that perfectly match Pirelli’s, enabling the company to continue enriching its brand, reinforcing its positioning in high technology with clients around the world and its relationship with consumers through traditional channels and all the new digital platforms.”