As Luna Rossa sharpens its challenge for the 38th America’s Cup in Naples, one of its most steadfast allies is once again on board. Italian luxury watchmaker Panerai has renewed its sponsorship of the team, marking the third consecutive campaign the two iconic brands will race together in pursuit of sailing’s most coveted prize.
The announcement confirms Panerai’s return as Official Sponsor of the Luna Rossa campaign, continuing a relationship that began with Auckland 2021 and carried through Barcelona 2024. As the countdown to the 2027 America’s Cup ticks on, Panerai’s involvement brings more than just marketing muscle — it symbolises shared values of innovation, precision, and a distinctly Italian approach to pushing boundaries.
Time as a tactical weapon
While sailing campaigns are often defined by hull design, crew dynamics, and weather calls, the Luna Rossa–Panerai partnership underscores the often-overlooked role of time in high-performance sport. In the AC75 era — where races can be won or lost in the blink of an eye — precision is everything.
“Continuing our partnership and standing beside Luna Rossa for a third consecutive America’s Cup was a natural decision,” said Emmanuel Perrin, CEO of Panerai.
“Our watches represent technological innovation, high performance, and Italian spirit. The sea is where we come from, and we’re proud to sail it alongside these modern-day heroes, equipping them with precision instruments for the ultimate challenge.”
From chronographs to countdowns, Panerai’s timepieces are crafted with the kind of reliability and resilience that resonates with a team navigating the edge of foiling flight and fluid chaos. Onboard, seconds aren’t just measurements — they’re tactical assets.
A shared pursuit of excellence
For Max Sirena, Luna Rossa’s Skipper and Team Director, the extended partnership reinforces the consistency and strength of the challenger’s support network.
“With Panerai we have embarked on a shared journey in the name of boundary-pushing performance and an endless pursuit of excellence in our endeavours,” said Sirena.
“We are excited to extend our partnership, cementing further our bond in view of the 38th America’s Cup — the third consecutive we will be experiencing together as a team.”
The announcement comes as Luna Rossa resumes development and testing, expected to ramp up their on-water programme following the team’s strong showing in Barcelona. With major rivals including Emirates Team New Zealand, Alinghi Red Bull Racing, and American Magic all in early phases of reconsolidation or design, continuity in sponsorship and philosophy could be a key strategic edge.
Momentum builds for Naples
Over the past few weeks, several of Luna Rossa’s key sponsors have renewed their support for the next campaign, reinforcing the team’s foundation heading into the 2027 contest. Among the most talked-about developments is the recent signing of Peter Burling, who joins the Italian outfit not only as a member of the sailing team, but also as part of the management and development group.
It’s a significant move that adds both talent and depth, bringing one of the sport’s sharpest minds into the Luna Rossa inner circle. Combined with sponsor confidence and a renewed sense of purpose, the signing marks a new phase for the Italian syndicate — one that blends seasoned loyalty with bold reinvention.
More than branding — a cultural fit
For both Panerai and Luna Rossa, the partnership is built on more than sponsorship exposure. The collaboration reflects a deep cultural synergy, uniting maritime tradition with forward-thinking design.
Both brands operate at the intersection of craftsmanship and science. Luna Rossa’s America’s Cup yachts are among the most technically advanced sailing machines ever built, while Panerai’s timepieces blend heritage naval design with contemporary materials and mechanical engineering.
For Panerai, the America’s Cup offers a global showcase — not just for logo visibility, but for aligning the brand with innovation on the water. For Luna Rossa, Panerai represents a level of support that brings with it precision, prestige, and a public-facing Italian identity — qualities that matter as much in the public arena as they do on the racecourse.
Looking ahead to Naples 2027
With the 38th America’s Cup set to be staged in Naples, Italy, Luna Rossa Prada Pirelli will be racing in front of a home crowd for the first time in the team’s history. For Panerai, the home regatta adds further meaning to the partnership — connecting the brand more intimately with its Italian roots.
As preparations intensify and design work continues behind the scenes, expect to see more integrated campaigns between Panerai and Luna Rossa, as the team builds momentum toward the selection series and eventual face-off with the Defender.
An alliance of precision, power and pride
In a sport where fractions of a second determine outcomes and national pride rides on carbon foils, partnerships like that of Luna Rossa and Panerai are far more than symbolic. They are part of the architecture that underpins a world-class campaign. With sponsor confidence high and sailing talent like Peter Burling now in the mix, Luna Rossa’s 38th America’s Cup campaign is shaping up to be one of its most compelling yet.
