America’s Cup Success | What’s next?

Emirates Team New Zealand have completed one of the most successful America’s Cup campaigns in history by winning the America’s Cup three times in a row! With the dust barely settled, the question is now, what’s next?  Their success presents an unprecedented opportunity for the continued growth of the America’s Cup.

Barcelona again for the Cup – or new venues?

Three days after winning the Louis Vuitton 37th America’s Cup, Emirates Team New Zealand CEO Grant Dalton provided insight into the early stages of a vision of continued growth, given the early media speculation about future venue opportunities.

“The Louis Vuitton 37th America’s Cup has confirmed the America’s Cup as one of the unique properties in international sport. So, it is our objective to build on the success of AC37 and continue the growth we have been seeing since we first won the America’s Cup in 2017. We are looking to increase audience and engagement across different regions, territories and demographics.” said Dalton

Through the hosting of the event in Barcelona, the America’s Cup has seen significant growth across many fronts via the success of the Puig Women’s America’s Cup, the Unicredit Youth America’s Cup as well as the AC Sailing E-Sport World Championship.  Huge strides have also been made in the innovation and development of sustainable marine power with the hydrogen powered foiling chase boats.

“As a result of these successes we know we have a number of valuable properties that we wish to continue building on. We are keeping an open mind on how best to achieve this with a venue, or different venues, that can super-charge the 38th America’s Cup –  with increased global footprint, more teams and increased overall expansion opportunities. It would be difficult to expand the number of teams based on the available infrastructure space in Barcelona”, he continued.

“Furthermore, from initial discussions with teams, there is a collective desire to see continued commercial growth of the America’s Cup, in line with what is seen in other leading global sports.” Explained Dalton

Pics credit: Ivo Rovira / America’s Cup

Record spectator support for the America’s Cup

The Louis Vuitton 37th America’s Cup event attracted 2.56 million attendees between 22 August and 19 October 2024, over the 59 days of the event. Attendees and people enjoying the event were from the local community, as well as national and international visitors coming into Barcelona from either within Spain or from around the world. The attendees were counted on a daily basis by the Host Partners Group with ACE Barcelona SL and the host partners across the America’s Cup venues. These include the race village and fan-zones, Team bases, hospitality areas, as well as the attendance of 243 super-yachts, on-water guests and on-water race viewing experiences.

“These numbers are well aligned with those that were projected and estimated before the event, and from initial indications we know we are well on track to reaching our growth targets of a 50% increase on total broadcast and media audience from the 36th America’s Cup.” explained Dalton.

Watch Matt Sheahan from Planet Sail interview Robert Bicket, Royal Yacht Squadron Ltd. Chairman as he outlines the future for the Official Challenger of Record, INEOS Britannia in the 38th America’s Cup.