L’Oréal partners with the women’s edition of the 37th America’s Cup

Eva Morletto

By Eva Morletto20 septembre 2023

L'Oréal has become the official sponsor of the French team Orient Express Racing, competing in the women's edition of the 37th America's Cup. This marks a first in this nautical competition, which is heading towards innovation.

The America's Cup, created in 1851, symbolizes human and technological sailing achievements (America's Cup)

The French cosmetics giant, L'Oréal, has officially announced its partnership with the women's edition of the America's Cup. It will be the official sponsor of the Orient Express Racing team, the French Challenger, in this 37th edition. This alliance goes even further: L'Oréal and Orient Express are also co-sponsors of the French Youth and Women's teams, marking a first in the history of the America's Cup, which is embracing innovation. The renowned sports competition has indeed decided to refresh its image by introducing a race exclusively contested by women's teams.

Nicolas Hieronimus, CEO of L'Oréal, expressed his enthusiasm: "Proud of our French heritage, we are honored to partner with Orient Express to support the entire French team participating in this competition. A unique opportunity to strengthen our common values of diversity, innovation, and teamwork in the pursuit of excellence."

The America's Cup, in existence since 1851, symbolizes human and technological achievements in the world of sailing. Under the banner of Orient Express – L'Oréal Racing Team, the Youth and Women's teams will sail on an AC40 monohull. The Challenger teams, on the other hand, will use the AC75 models, introduced in 2021 during the most-watched edition in America's Cup history, captivating 941 million viewers worldwide.

Sébastien Bazin, Chairman and CEO of Accor, the owner of Orient Express, also praised this partnership: "Beyond our shared passion for sports and sailing, we share values of excellence and innovation. Our respective commitments to diversity, equity, inclusion, and sustainability are in perfect alignment and will be the hallmark of an emblematic collaboration," he said.

The next preliminary event will take place from November 29 to December 2, 2023, in Jeddah, Saudi Arabia. With a revenue of €38.26 billion in 2022 and a workforce of 87,400 employees, L'Oréal provides significant support to French sailing teams.

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