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Distinctive Living: Morocco
Morocco is working hard to attract tourists and international property investors
Principal content
The Business of the America’s Cup
Old trophy, new money: How yacht racing became a big deal - -
Wealth on the water
The America’s Cup, the oldest trophy in sport, has had close links with business throughout its long history.
Viva Valencia
The competition to host the event was the first stage of the race.
Branding the fleet
Sponsoring an America’s Cup team can help companies to change public perceptions of their brands, as well as boost sales.
High-tech for high seas
To be competitive, yacht-racers need cutting-edge technology, both in the factory and on the water.
The value of hospitality
For New Zealand, the America’s Cup is seen as a sufficiently strong business opportunity that the government is committing public money to the cause.
Team building
Despite the media hype and publicity over billionaire sailors and technology, racing still relies on good management and effective teamwork.
Swiss success
Ernesto Bertarelli, head of Alinghi, uses his business acumen and management skill to achieve success on the water.
American woman
A sailor overcomes the cultural challenges of being a foreigner leading a French team.
A special relationship
How Louis Vuitton has benefited greatly from 24 years of Cup sponsorship.
The 18th man
All America’s Cup yachts must carry a passenger, or the equivalent weight up to 100kg. It’s the most valued perk in a sport where money talks.
