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CUPRA and the America’s Cup join forces

CUPRA will partner with the 37th America’s Cup, one of the world’s biggest and most prestigious sporting events. For the first time ever, the sailing world has made Barcelona its home for what promises to be one of the most intense America’s Cup in the event’s 172-year history.

To mark the beginning of this partnership, the brand has revealed the ‘CUPRA Cube’ in la Barceloneta, Barcelona’s beachside neighbourhood. The innovative countdown timer in association with Omega, the Official Timekeeper of the 37th America’s Cup, features the claim “Two dreams. One countdown”. When the timer reaches zero, not only will it kick-off the Cup, but also release the first images of the new CUPRA Terramar, the Official Car of the competition. The brand’s electrified sporty SUV that pays homage to the birthplace of CUPRA will also be fully unveiled under the umbrella of the 37th America’s Cup, due to take place between August and October 2024.

As Global Partner, CUPRA will have a significant presence throughout the event, connecting with sailing performance enthusiasts worldwide and strengthening its brand visibility globally. CUPRA will be part of the fan zone in the Race Village to engage with fans, citizens from Barcelona and visitors.

Americas Cup

“At CUPRA, we believe our hometown is the ideal place to host the 37th America’s Cup and become the epicentre of sport on a global level,” said Wayne Griffiths, CEO at CUPRA. “As a sporty brand driven by emotion, we are proud to sponsor big-scale international events that closely align with our values and our ambition to inspire the world from Barcelona and to go out to win. This is also a great chance to relive that unforgettable spirit of the 1992 Olympics, with a truly international event that will show the best side of this vibrant city,” he added.

Next year’s event, for the first time in the competition’s history, will also feature the Puig Women’s America’s Cup. This initiative aims to provide female sailors with a platform to showcase their abilities and talent in a high-level race and offer them a way to develop their skills for the America’s Cup itself. Additionally, the Youth America’s Cup, a sailing race for contestants under 25, will serve as an opportunity for emerging talent. By sponsoring the 37th America’s Cup, CUPRA aims to support inclusivity in sports and to inspire the next generation. 

“We are very proud to have CUPRA join the family of sponsors for the 37th America’s Cup,” said Grant Dalton, CEO of the America’s Cup. “We know they are very proud and passionate about Barcelona, performance and obsession, all of which the America’s Cup is as well. CUPRA will help us to connect with the people of Barcelona and across the world, by bold activations that tell the story of the event, its innovation, its history and inspiration,” 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 170 years. Created in 1851, the competition has a large global footprint and a challenging and powerful essence. Its purpose to create synergies between design, performance and innovation are traits also deeply rooted in CUPRA’s DNA. The competition will take place around the Port Vell area of Barcelona and along the beach to the Port Olímpic.