Louis Vuitton spokesman Bruno Trouble told The Associated Press that it might not renew its sponsorship because the event has become too commercialised.
"We're in the America's Cup because it's much more than sport: it's elegance, tradition...” he said, “If the game is to take the Cup to new grounds to make it just another sporting event to be commercial, then I think not only Vuitton, but most of the luxury good companies, would be willing to quit."
“The audience of sailing is not as wide as soccer or rugby," he added. "I think the Swiss did very well by picking Valencia and by building up the event ... but the whole duration of this Cup they've talked about money. We don't like this very much."
Vuitton has been a main sponsor of the America's Cup since 1983, when the challengers' series became known as the Louis Vuitton Cup.
Louis Vuitton, the main sponsor of the America's Cup Challenger Series, could quit the event if the Swiss Team Alinghi retains the trophy.
