For the second edition of its Rowing Cup, the brand born 80 years ago in New England brought together university crews from five countries in Turin, between a sporting regatta and a tribute to preppy aesthetics.
A subtle thread links the banks of the Po to those of the Charles River. It is along this thread that Sebago returns to its roots, celebrating the authentic spirit of the American Ivy League universities and bringing it to Turin, the brand’s adopted city since 2017, which hosted the second Sebago Rowing Cup on 18 and 19 September 2026. The event is intended to be both a sporting occasion and a tribute to the preppy aesthetic, to the discipline of uniforms and to the nobility of rowing’s collective, perfectly synchronised movement — a sport that embodies both a certain cultural elitism and a strong team spirit.
This same state of mind gave birth to Sebago 80 years ago in the heart of New England, among the impeccably kept lawns of Harvard, the polo matches of Yale, and silhouettes pairing baseball caps with penny loafers, in the purest preppy style. With its centuries-old history tied to rowing and its close link with the Po, where some of Italy’s oldest rowing clubs are based, Turin once again proved to be the natural setting for this event, held along the Murazzi.
The second Sebago Rowing Cup brought together mixed crews, men and women, representing some of the most prestigious universities in Europe: BSP RZ/HH in Germany, the Escuela de Ingeniería de Bilbao in Spain, the Club Aviron ESCP Business School in France, Oxford in the United Kingdom, and, for Italy, teams from LUISS, Bocconi Sport Team – Rowing, Società Canottieri Firenze, CUS Bari and Young Stars Torino.
The event unfolded in two stages: an invitation-only ceremony on Friday 18 September at the Sebago store on Via Carlo Alberto, to present the participating teams, the official outfits and the concept of the regatta, followed the next day by official training sessions on the river and then the regatta itself at 3 p.m. Organised in collaboration with the City of Turin and under the patronage of CONI (Piedmont regional committee) and the Federazione Italiana Canottaggio, the day continued with the Sebago Village along the Murazzi, where food trucks inspired by American culinary traditions and moments of conviviality accompanied the public.
The Sebago Boat Tour, the emblematic boat shaped like a boat shoe that had travelled across Italy and Europe for the brand’s 80th anniversary, also returned to Turin for the occasion — thus closing a journey that tells the identity of Sebago through water, style and the people who share its values. More than a sporting competition, this Rowing Cup is a meeting point between the brand’s origins, rooted in New England, and its new Turin story, unfolding along the banks of the Po.
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