PRADA steps up marketing in sailing

After pledging 40 million euros for a ”challenge” campaign with its boat, the Luna Rosa, to the current holders of America’s Cup Trophy, the team of American billionaire Larry Ellison, Italian luxury house of PRADA signed this week a sponsorship agreement with the Italian Sailing Federation to provide exclusive equipment to the Italian teams participating at the upcoming Summer Olympics in London.

Prada is thus following in the footsteps of its direct rival, Louis Vuitton which has been the main sponsor for over two decades of America’s Cup, the most prestigious international sailing event. Prada’s Luna Rossa won the Louis Vuitton Cup in 2000, New Zealand in the sea, thanks to the performance of Francesco De Angelis. The challenge campaign will run from December to September 2013, with the final taking place in San Francisco’s bay in 2013.