MSC Cruises Expands Mediterranean Travel Profile With 2027 America’s Cup Partnership

MSC Cruises has announced a global sponsorship agreement with the 38th America’s Cup, linking the cruise company with one of the world’s most established international sailing competitions ahead of its 2027 finale in Naples, Italy. The partnership is expected to place the cruise brand prominently across the tournament’s programme while strengthening the connection between Mediterranean cruising, maritime heritage and major sporting events.

The 38th America’s Cup will bring international sailing attention to the Bay of Naples in 2027, creating an important opportunity for the destination to showcase its coastal setting and Mediterranean tourism appeal. For travellers, the event adds another major attraction to a city already known for its historic centre, waterfront, nearby islands and access to the wider Campania region. The partnership also reflects the growing relationship between travel brands and globally recognised sporting events, particularly where destinations, maritime culture and international audiences overlap.

MSC Cruises Brings Mediterranean Focus To Major Sailing Event

The new agreement gives MSC Cruises global visibility and brand presence throughout the various stages of the America’s Cup programme. This includes the preliminary regattas, the Challenger Selection Series and the official youth and women’s America’s Cup competitions.

For the cruise sector, the partnership provides a platform to connect the experience of travelling by sea with a major sailing competition. Both activities place strong emphasis on maritime environments, international destinations and access to coastal cities, although they serve different travel and sporting purposes.

Naples will become the focal point of the 2027 final stage, placing the city at the centre of global sailing attention. The destination offers a particularly relevant setting because of its long relationship with the Mediterranean Sea and its position as a gateway to several well-known destinations in southern Italy.

Naples Gains Added International Travel Visibility

The arrival of the America’s Cup in Naples is significant from a destination tourism perspective because international sporting events can introduce host cities to audiences beyond conventional leisure travel markets.

Naples already attracts visitors for its historic heritage, cuisine, coastal setting and proximity to destinations such as Capri, Ischia, Pompeii and the Amalfi Coast. The 2027 sailing competition adds a sporting dimension to the city’s international tourism profile.

For cruise travellers, Naples also represents an established Mediterranean port of call. The combination of cruise activity and a major maritime event could strengthen the city’s identity as a destination where visitors can experience both cultural tourism and large-scale international sailing.

The wider Campania region may also benefit from increased visitor interest around the competition. Travellers attending the event could extend their stays to explore nearby attractions, while cruise passengers may encounter additional promotional activity connected with the tournament.

Global Partnership Covers Multiple Stages

The agreement is not limited to the final races. MSC Cruises will have visibility throughout several stages of the competition, allowing the partnership to remain active across the wider America’s Cup calendar.

The Challenger Selection Series is particularly important because it determines the challenger that will compete for the America’s Cup. The programme therefore creates several opportunities for international audiences to follow the competition before the final contest takes place in Naples.

The inclusion of the Youth and Women’s America’s Cup also broadens the partnership beyond the principal competition. These events provide additional platforms for emerging sailors and female competitors while extending the sporting programme to different audiences.

From a travel-media perspective, the expanded programme also creates opportunities to connect sporting coverage with destination storytelling, particularly around Naples and the Mediterranean.

MSC Cruises Strengthens Its Sports Strategy

The America’s Cup partnership forms part of a broader sports marketing strategy for MSC Cruises. The company has developed relationships with several high-profile sporting properties, using international competitions to increase exposure among global audiences.

The wider MSC Group has also been associated with the luxury cruise brand Explora Journeys, which served as a global partner of the 37th America’s Cup in Barcelona in 2024. Explora Journeys also worked with Emirates Team New Zealand, which won the competition.

MSC Cruises currently has additional sports partnerships involving Formula 1 and professional cycling. Its Formula 1 portfolio includes global partnership activity, while the company is also associated with BWT Alpine F1 and Tudor Pro Cycling Team.

This pattern demonstrates how the company is using sport as an international communications platform rather than focusing exclusively on traditional cruise advertising.

Maritime Heritage Meets Modern Travel

The partnership has particular relevance because both cruising and competitive sailing are closely connected with the Mediterranean’s maritime identity. However, the two experiences appeal to different types of travellers.

Cruise holidays provide structured journeys between multiple destinations, while sailing competitions create a sporting spectacle centred on speed, strategy, technology and crew performance. Bringing the two together allows MSC Cruises to associate its travel proposition with themes of innovation, navigation and the sea.

For Mediterranean tourism, such partnerships can also help reinforce the region’s position as a year-round destination for leisure, culture, sport and events.

The 2027 America’s Cup therefore has significance beyond the competition itself. Its presence in Naples is expected to create a high-profile international platform for the city while giving participating travel companies an opportunity to engage audiences interested in maritime experiences.

Travel Opportunities Around The 2027 Event

Visitors travelling to Naples for the America’s Cup can potentially combine the sporting programme with broader sightseeing across Campania. Naples provides access to archaeological attractions, historic neighbourhoods, museums and coastal experiences, while nearby destinations offer further opportunities for extended holidays.

The city’s location makes it possible to build a wider itinerary around the competition rather than treating the event as a standalone visit. Travellers can explore the region before or after attending races, depending on their schedules and transport arrangements.

For cruise passengers, the partnership also highlights the growing relationship between port destinations and international events. Major sporting competitions can provide additional reasons for visitors to spend time in destinations that are already integrated into cruise itineraries.

What The Partnership Means For Mediterranean Tourism

The agreement demonstrates how major sporting events can intersect with destination marketing and the international travel industry. Naples will receive global exposure through the America’s Cup, while MSC Cruises gains visibility through an event closely connected with the maritime environment.

The partnership could also support broader interest in Mediterranean travel by placing a major European coastal destination at the centre of an internationally followed sporting programme.

For travellers, the 2027 competition provides another reason to consider Naples as part of a Mediterranean holiday. Its combination of history, food, coastal scenery, cultural attractions and access to surrounding destinations makes it suitable for itineraries that extend beyond the sporting calendar.

The partnership between MSC Cruises and the 38th America’s Cup consequently places Naples, maritime tourism and international sailing at the centre of a major 2027 travel story.

Frequently Asked Questions

What is the 38th America’s Cup?

The 38th America’s Cup is the next edition of the historic international sailing competition, with its final phase scheduled for Naples, Italy, in 2027.

Where will the 2027 America’s Cup take place?

The final phase is scheduled to take place in the Bay of Naples in Italy.

What is MSC Cruises’ role in the event?

MSC Cruises has become a global sponsor of the 38th America’s Cup, receiving visibility across different stages of the competition.

Will MSC Cruises be involved only in the final races?

No. The partnership covers multiple phases, including preliminary regattas and the Challenger Selection Series.

Will the Youth America’s Cup be included?

Yes. The partnership includes visibility connected with the official Youth America’s Cup programme.

Is the Women’s America’s Cup also part of the partnership?

Yes. The agreement includes the official Women’s America’s Cup competitions.

Why is Naples important for the 2027 event?

Naples will host the final phase of the competition, giving the city an international platform to showcase its maritime setting and tourism attractions.

Has the MSC Group previously been involved with the America’s Cup?

Yes. Explora Journeys, the luxury cruise brand within the MSC Group, was a global partner of the 37th America’s Cup in Barcelona in 2024.

Does MSC Cruises have other major sports partnerships?

Yes. The company has partnerships and sponsorship activities involving Formula 1 and professional cycling in addition to its America’s Cup relationship.

What could the event mean for travellers visiting Naples?

The America’s Cup adds a major international sporting attraction to Naples’ existing tourism offering and could encourage visitors to combine the event with cultural and coastal experiences across Campania.