HomeBusinessSailingCaribbean
Premium

America’s Cup | Blowing tradition out of the water

America’s Cup sailing is 164 years old and proud of its traditions, but the 90km-per-hour catamarans contesting the latest edition have added a new dimension and opened up fresh commercial opportunities for a property focused on building for a new generation without losing sight of its past. Kevin Roberts reports.

You need a Premium subscription to access this content

Upgrade now to enjoy unlimited access to all our articles, insights, features and more

Already a subscriber? Sign in here

Most recent

While a 'typical' fan doesn't exist, most of the audiences today have a growing digital appetite, crave personal experience, counter conventional beliefs, and want to be engaged on their terms

Recent changes in Malaysian club football include league restructure and major new commercial deals

One of the major misconceptions about women’s sport is that it is essentially men’s sport played by women. Wh