MSC Cruises has added another major sports partnership to its global marketing calendar, this time at sea level.
The cruise line announced on September 24, 2026, that it will be the Global Cruises Partner of the 38th America’s Cup, the world-famous sailing competition scheduled for Naples, Italy, in 2027.
For MSC fans, this is not a new ship announcement or an itinerary change. It is still worth watching because it shows where MSC is putting brand energy: high-profile global sports, Mediterranean identity, and events that connect naturally to travel by sea.
What MSC Announced
According to MSC Cruises, the partnership gives the cruise line worldwide rights and visibility across the full America’s Cup program. That includes the Preliminary Regattas, the Youth and Women’s America’s Cup Regattas, the Challenger Selection Series, and the final Match events.
The 38th America’s Cup is set for Naples in 2027, putting the event in one of MSC’s most important home regions. Naples is also a familiar cruise port for Mediterranean itineraries, although MSC has not announced any cruise-specific guest programming tied to the partnership.
MSC Cruises Executive Chairman Pierfrancesco Vago said the partnership gives MSC a platform to connect with guests, partners, and global audiences through the sea, performance, and innovation.
Why The America’s Cup Fits MSC
The America’s Cup is not just another sports logo placement. It is a maritime event with international reach, technical storytelling, and a Mediterranean setting. That makes it a cleaner fit for MSC than many generic sponsorships would be.
MSC’s announcement also points to a longer relationship between MSC Group’s Cruise Division and the America’s Cup. Explora Journeys, MSC Group’s luxury ocean travel brand, was a Global Partner of the Louis Vuitton 37th America’s Cup in Barcelona and a partner of Emirates Team New Zealand in 2024.
That matters because MSC is positioning the partnership as part of a broader cruise-division connection to elite sailing, not a one-off campaign.
How This Compares With MSC’s Formula 1 Push
This America’s Cup announcement follows another recent official MSC sports story: MSC Cruises will title sponsor three Formula 1 races in 2027.
Together, the two moves show a clear pattern. MSC is using global sports partnerships to keep the cruise brand visible in premium, international settings. Formula 1 gives MSC speed, glamour, and huge media reach. The America’s Cup gives MSC a more direct sea-based connection, especially in the Mediterranean.
For readers, the practical takeaway is simple: do not assume every MSC sponsorship immediately changes the onboard experience. These deals usually start as brand partnerships. Guest-facing activations, themed events, excursions, or loyalty tie-ins only matter once MSC announces them separately.
What MSC Cruisers Should Watch For
The most interesting next question is whether MSC turns the Naples event into anything cruisers can actually book or experience.
Things to watch for include Naples calls during race periods, shore excursions tied to the event, onboard viewing parties, Yacht Club or loyalty activations, and travel packages that combine a cruise with America’s Cup programming.
None of those have been announced in the September 24 release. For now, this is best understood as official MSC brand news with possible travel relevance later.
The Bottom Line
MSC Cruises becoming Global Cruises Partner of the 38th America’s Cup gives the line another high-profile sports platform for 2027 and reinforces its Mediterranean roots.
It does not change any cruise itinerary or onboard offering by itself. The story becomes more practical for MSC cruisers if the company later announces Naples sailings, excursions, event access, or shipboard programming connected to the America’s Cup.
