A new edition of America’s Cup is coming soon.
America’s Cup is a world-class event, celebrated every four years approximately. It is the biggest competition in sailing, and one of the most important sports events in the whole world, with a huge media impact.
The figures and budgets handled are comparable and in some cases even higher than those of Formula 1.
35th America’s Cup, celebrated in Bermuda in 2017, had a total broadcast time of 6,678 hours reaching an audience of 814 million viewers. It was broadcast in over 36 TV markets around the world
Key coverage included NBC Sports, Network, BBC, Sky Germany and Sports 5 China.
Returns on Invest are very important, as an example, Land Rover received an Advertising Equivalent Value of USD$100,179,704 in the last edition, AC35.
Award-winning 3D computer-generated scenes changed the way people view sailing:
Every new edition takes the technology a step forward, in terms of materials, yacht design, simulation, sails, foils, electronics, and any subject related to sailing. the new boat concept, AC75, takes yacht design to the limit, again. (https://www.youtube.com/watch?v=rx2qG_YMrDs) A new generation of “flying boats” is coming.
The 36th edition took place at the beginning of 2021 in New Zealand, after previous events across the World in 2020, with similar results in terms of ROI and media impact.
This time, America’s Cup was celebrated in Auckland, New Zealand, with several teams registered from different countries: USA, UK, Italy, as well as the Defender, from New Zealand, of course.
Prior to this race, the Prada Cup was held in January 2021, also in Auckland, where PRADA Luna Rossa was qualified as Challenger, to compete for America’s Cup against the Defender, Emirates Team New Zealand.
Before these events, what is known as the “America’s Cup World Series”, was held, consisting of several regattas organized in different parts of the World, usually at the headquarters of some of the participating Teams.
In sports terms, these races give the teams a chance to compare their boats, and see how competitive they are, so that details can be optimized before the decisive competition.
In economic terms, these races allow the sponsors to optimize their investments, having more opportunities to interact with the audience and greater geographical distribution.
Initially, there were some “World Series” scheduled for October 2019, in Sardinia, Italy. Also some races in Newport, Rhode Island in June; Long Beach, California in August; And also somewhere else in China or Japan in 2020, and Christmas Cup in December 2020, previous to the Prada Cup. All of them should provide a huge opportunity, in terms of Branding and Guest Hospitality for sponsors. Finally, the global situation limited these global events to only some of them.
America’s Cup is a very interesting event for companies, in terms of Branding, Customers Attraction and Customers Engagement, either by sponsoring any of the events that will be held in the USA, Europe or New Zealand or by sponsoring one of the participating teams.
Inviting your special customers to such an event as America’s Cup can convert them into “friends forever” as this is the kind of “one in a lifetime” experience that money can´t buy.
With millionary budgets required, Teams are open to considering new proposals from sponsors to optimize the ROI.
We are working with different Teams to give “Hospitality” a new definition. We want to move options to optimize the return on investment a step forward, giving a bespoke approach to each sponsor, from ideas like involving VIP Guests in the Team’s daily activities, getting some guests on board for training races, or even “Be an America’s Cup sailor for one day” Experience; The kind of experiences that make your guest fall in love with your brand forever, the kind of experiences that can never be forgotten.
