North Sails keeps expanding its presence within the America’s Cup Two new partnerships spanning technical apparel and lifestyle
Ahead of the 38th Louis Vuitton America’s Cup, set to take place in Naples in 2027, North Sails continues to expand its presence both within and around the competition. While media attention in recent weeks had focused on the legal action launched by the US brand against Team New Zealand, the past few days have brought the announcement of two new partnerships with the America’s Cup and GB1.
North Sails & America's Cup
North Sails has announced that it has become the new Official Technical Apparel Sponsor of the competition taking place in Naples next year, extending a technical relationship – through the supply of sails to participating teams – that dates back to 1980. The partnership has already led to the creation of the “Road to Naples” capsule collection, inspired by the tradition of the America’s Cup and the heritage of North Sails. Featuring vests, polo shirts and technical accessories, the range includes garments designed for both on-water use and everyday lifestyle.
“As the Official Technical Apparel Sponsor of the 38th Louis Vuitton America’s Cup, we are proud to present the Road to Naples collection,” explained Sam Watson, CEO of North Technology Group. “The range reflects the style, tradition and innovation that define both North Sails and the America’s Cup.” Marzio Perrelli, CEO of the America’s Cup Partnership, also highlighted the long-standing relationship between the two organisations: “Since 1980, North Sails has been the leading sailmaker in the America’s Cup, supplying everyone from challengers to defenders: the synergies run deep.”
North Sails & GB1
North Sails Apparel has also announced a partnership with GB1, the British America’s Cup team and representative of the Challenger of Record, the Royal Yacht Squadron Racing Ltd. The brand will become the team’s exclusive supplier of technical sailing apparel, as well as the official partner of the GB1 Technical Clothing capsule collection.
North Sails will therefore supply garments developed specifically for the racing conditions in the Gulf of Naples, although the partnership will also have a lifestyle dimension. The capsule includes polo shirts, T-shirts and caps inspired by the team’s racing kit, with a second collection scheduled to launch in the months leading up to the Cup.
“Our partnership with GB1 brings together two brands united by a shared commitment to excellence and the relentless pursuit of performance,” said Cédric Georges, CEO of North Sails Apparel. “Great Britain is where the competition was born, and we are proud to support the team in its pursuit of the world’s oldest international sporting trophy.”
According to Sir Ben Ainslie, Team Principal of GB1, “North Sails is one of the most iconic names in our sport, with an incredible heritage in the America’s Cup and across sailing worldwide.” Ainslie added that having technical apparel designed to perform in the toughest conditions will allow their athletes “to focus on what matters most.” The partnership will also involve Athena Pathway, the British programme dedicated to its women’s and youth teams.
