Puig has signed a deal to become a Global Partner of the 37th America’s Cup and be the Official Naming Partner of the inaugural Women’s America’s Cup.
The Spanish beauty brand owner aims to promote “gender equality within the sport of sailing” and will benefit from significant brand visibility throughout the regatta.
“This ground-breaking initiative aims to provide female sailors with a platform to showcase their skills and talent in the high-performance foiling AC40s [sailboats] and provide a skills pathway to the America’s Cup itself,” said a spokesperson for the brand.
The 37th America’s Cup will take place between August and October 2024 in Barcelona and see 12 teams compete for the top trophy.
The Catalonia-based company said it takes “immense pride” in supporting this historic competition.
"Puig's support will help inspire future generations of women to actively participate in competitive sailing", said Marc Puig, Chair and CEO.
"The America's Cup represents a glorious tradition of sailing excellence, and we are honoured to be associated.
“Through our sponsorship, we aim to enhance the experience for participants and spectators alike, and foster a sense of unity and camaraderie within the sailing community".
Puig has a long-standing history of sponsoring sailing events, including the Copa del Rey in Palma de Mallorca from 1984 to 2006.
"Puig's support will help inspire future generations of women to actively participate in competitive sailing"
Grant Dalton, CEO of the 37th America’s Cup event, commented: “Having a family company like Puig want to be the Naming Partner… really justifies the purpose and the vision of the event as a direct pathway for women into the America’s Cup.
“We will have the world’s best women sailors racing in prime time here in Barcelona.
“Showing the world the talent that exists and what the future of our sport looks like, supported by a company whose heritage is so deeply connected with sailing.”
This is the latest collaboration between the worlds of beauty and sport.
Unilever’s personal care brands were named the official sponsors of the FIFA Women’s World Cup 2023 last month.
While TV sports presenter and ex-Arsenal footballer Alex Scott has been appointed Garnier’s newest brand ambassador.
Viral make-up brand Il Makiage has also signed a multi-year beauty partnership deal with Arsenal Women.