Alpine Joins Forces with Orient Express Racing Team for America’s Cup 2024
Alpine and Orient Express Racing Team have officially declared their collaboration for the 37th edition of the America’s Cup in 2024. This strategic partnership between the renowned French entities is founded on a shared commitment to sporting principles, with a focal emphasis on technological, operational, and human excellence as pivotal elements in the pursuit of performance.
“The arrival of such an emblematic French brand such as Alpine is both an honor and an additional asset for Orient Express Racing Team. For the first time in history, a French challenger has managed to assemble all the national vital forces as well as exceptional French brands around one common goal: bringing the America’s Cup to France! With such prestigious sponsors – Orient Express, Accor, L’Oréal, Photomaton ME Group, K-WAY and now Alpine – and everything Orient Express Racing Team has put in place in the last two years, we can legitimately be ambitious,” said Stephan Kandler, CEO of Orient Express Racing Team.
The decision to align with the French team in the America’s Cup, a venerable competition in sailing boasting a 174-year history as the world’s oldest sporting trophy, underscores Alpine’s strategic objective of fortifying its international image and reputation. This collaboration represents a significant step for Alpine towards global recognition in the competitive arena of sailing.
“It was an obvious choice for a brand like Alpine to support the French crew Orient Express Racing Team in the Formula 1 Championship of the seas. The America’s Cup is a competition requiring agility, aerodynamics, team spirit and a constant quest for performance. It mobilises technological and human resources that echo the spirit of Alpine, perpetuated since its creation in 1955 by Jean Rédélé. Through this partnership, we hope to contribute to the performance of Orient Express Racing Team,” explains Philippe Krief, Alpine CEO.
Alpine is set to participate in the America’s Cup Opening Ceremony in Barcelona on 22 August 2024. The brand will be physically present at the event, showcasing a comprehensive 360° display to actively endorse the French team. The on-site presence will feature a designated area to welcome and engage with race enthusiasts, while also offering logistical support through the provision of a fleet of vehicles for the Orient Express Racing Team’s crew members. This multifaceted involvement underscores Alpine’s commitment to contributing substantively to the success and experience of the America’s Cup.
