Gucci’s 1984 Sponsorship of Italy’s America’s Cup Challenge

Gucci at the America’s Cup

In 1984, Maurizio Gucci decided to take on the challenge of the America’s Cup (the most prestigious sailing competition in the world) by sponsoring an Italian boat.

Twelve Italian companies participated in the project, including Montedison and Buitoni, each contributing 1 billion lira.

The boat, named Italia, sank at Perth (in Australia, where the first races of the Cup would take place) immediately after being launched into the water.