Longtime sponsor LVMH has dropped its support for the Louis Vuitton Cup, formerly the elimination round for would-be challengers.

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The Louis Vuitton Cup, the America's Cup Challenger Series, starts on July 7 and the America's Cup Finals on September 7.

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The Louis Vuitton Cup, the America's Cup Challenger Series, starts on July 7 and the America's Cup Finals begin on September 7.

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The Louis Vuitton Cup will decide which of the 11 challengers will sail against America's Cup holders Alinghi in the finals from 23 June-4 July.

BBC: SPORT | Other Sport... | Sailing | Kiwis make challenger semi-finals

Williams says OLN drew a North American audience of 100, 000 to 150, 000 homes for the Louis Vuitton Cup last winter, versus an OLN average of 75, 000 to 100, 000.

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But ESPN ended up with the finals and OLN with the elimination races known as the Louis Vuitton Cup--and fans were left trying to figure out which channel to watch.

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Not to be outdone, Louis Vuitton is sponsoring the 150th anniversary of the America's Cup in Cowes, England, which will draw most of the Cup boats still in existence.

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America's Cup holders Alinghi, of Switzerland, will race off against the winner of the Louis Vuitton Challenger Series in Spain.

BBC: SPORT | Other Sport | Germany make America's Cup debut