The Sebago Rowing Cup embodies an important cultural meaning Serving as a bridge between the East Coast and Italy

There is a thin thread that connects the banks of the Po River to those of the Charles River. It is along this thread that Sebago returns to its roots, celebrating the authentic spirit of American Ivy League universities and bringing it to Turin: the brand’s city of adoption since 2017, but also the new setting for the first edition of the Sebago Rowing Cup. A sporting event that is also a tribute to preppy aesthetics, the rigor of uniforms, and the noble, coordinated athletic gesture of rowing—a sport symbolic of cultural elite and team spirit. The same spirit that, almost 80 years ago, saw Sebago born in the heart of New England, among Harvard’s manicured lawns, Yale’s polo matches, and outfits composed with nonchalance, between a baseball cap and a penny loafer, in full preppy style.

Turin, with its centuries-old rowing history and strong connection to the Po, is the perfect setting to host the event. Some of Italy’s oldest rowing clubs operate here, and right here, along its Murazzi, Sebago brings to life an event that looks to its roots but also to the future. The Sebago Rowing Cup in Turin was a regatta with mixed male and female crews, coming from some of Europe’s most prestigious universities: Oxford University Boat Club, Cambridge University Boat Club, HEC Paris Rowing Club, Bocconi Sport Team – Rowing, CUS Rome Rowing, CUS Bari Rowing.

The event opened on Friday, September 19, at the Sebago store on via Carlo Alberto 11, with a public ceremony presenting the teams, official uniforms, and the concept of the regatta. The following day, Saturday, September 20, the Po riverbanks became the stage for the sporting event. In the morning, official river trainings were held, while at 3 PM the regatta began. On the banks, among deck chairs and details in English regatta style, the audience could enjoy the spectacle and atmosphere up close. Afterwards, an aperitif and awards ceremony took place at Capodoglio, a strategic venue along the Murazzi that also hosted the hospitality area throughout the day.

A sporting event that was once again told as a true celebration of Sebago’s identity: a bridge between its American origins, nurtured in the heart of New England, and a Turin future flowing along the banks of the Po, yet always with the same unmistakable American attitude.