Sebago® Rowing Cup: Preppy Heritage Takes on a New Dimension in Turin
Last weekend, the banks of the Po River in Turin transformed into a true Ivy League scene for the very first Sebago® Rowing Cup. This stylish sporting event brought the atmosphere of Oxford and Harvard to Italy, with mixed crews from some of Europe’s most prestigious universities: Oxford, Cambridge, HEC Paris, and Bocconi.
On Friday, September 19, the event kicked off with the official team presentation at the Sebago® flagship store on Via Carlo Alberto. Saturday was all about the regatta: morning training sessions followed by the race in the afternoon. Along the river, the public enjoyed a setting inspired by classic English regattas — deckchairs, nautical details, and a relaxed yet refined vibe. The day concluded with an aperitivo and award ceremony at the Murazzi.
According to Marco Tamponi, Global Brand Manager at Sebago®, the Rowing Cup was a natural next step:
“Sebago has always had a deep connection with water. With this project, we wanted to extend that link, moving it from the coast to the city. Rowing is the ultimate symbol of Ivy League culture, perfectly aligned with our preppy aesthetic and values of discipline, authenticity, and tradition." - Marco Tamponi
The choice of Turin was an obvious one. The city boasts a centuries-old rowing tradition and has been Sebago®’s home since 2017. But ambitions stretch well beyond Italy. “Our vision is to develop the Sebago® Rowing Cup into a traveling format,” Tamponi explains. “We want to host the event in a different city each year, bringing our international community together around shared values.”
Looking ahead to Sebago®’s 80th anniversary in 2026, more initiatives are in the pipeline. The brand aims to keep celebrating its heritage with original, community-driven events where sport, style, and culture meet.
The inaugural edition in Turin proved that the Sebago® Rowing Cup is much more than a sporting event: it’s an ode to preppy tradition, reinterpreted in a contemporary and international context.
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