After making a big splash at the Olympics, Louis Vuitton is moving on as title sponsor of the 37th America's Cup Barcelona, an elite sailing race.
is moving on to bigger waters as the title sponsor of sailing’s most prestigious race, the America’s Cup, which gets underway in earnest this week in Barcelona., whose connection to the America’s Cup dates back to 1983. “But I think we are in a very strong position to reinforce this position.”
In an interview, he credited such huge audiences to the free-to-air policy of America’s Cup, rare at most sporting events, where broadcast rights rank as a chief revenue stream. “TV is a 20 million euro cost for us to help build the sport,” Dalton said. Also, “we needed to be in a time zone and a population base is infinitely bigger than New Zealand,” he said. “We needed to move it into a bigger market from a sponsorship point of view.”
Dalton described yacht sailing as a “technology sport,” analogous to Formula 1, since only a dozen members of each 150-strong team are sailors. “So if you can’t be a significant player in the technology race, you will get beaten,” he said. Vuitton has also recently run ad campaigns featuring iconic duos, such as soccer stars Lionel Messi and Cristiano Ronaldo, or tennis legends
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