America’s Cup appoints agency to boost sales

Organisers of the America’s Cup in San Francisco have appointed Front Row Marketing Services to ‘increase sponsorship sales and commercial’ rights ahead of this September’s competition. Although several commercial agreements were reached towards the end of last year, with the likes of Charles Schwab, Lexus and Kaiser Permanente, Cup organisers have struggled to generate the revenue necessary to cover the estimated US$350 million cost of staging sailing’s most prestigious event. – Full report