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Midwest beer and the America’s Cup

Published on September 13th, 2023

When race fans follow New York Yacht Club American Magic, the U.S. challenger for the 37th America’s Cup, the familiarity of the massive FOUNDERS logo on their sails will depend on your passion for beer. Born on 1997 in Michigan, a partnership in 2014 with Spanish brewer Mahou now finds the suds involved in yachting’s biggest prize.

The sponsorship is Founders’ first foray into international sports competition, expanding on its existing agreements with the NHL’s Detroit Red Wings, the NBA G-League’s West Michigan Drive, and MiLB’s West Michigan Whitecaps. Since acquiring Founders, Mahou Group has aimed to introduce the beloved Midwestern craft brewery to a global stage, and the America’s Cup provides an ideal opportunity to reach a worldwide audience.

“The 37th America’s Cup is a chance to celebrate the connection between our Spanish and American entities and link the Great Lakes with the Mediterranean Sea,” said Elton Andres Knight, Mahou USA’s CEO. “Our sponsorship of American Magic is a milestone in Mahou USA’s vision to build on the incredible foundation of these craft breweries, break new ground together, and introduce more people to our beloved and awarded beers.”

Coincidentally, Scuttlebutt Sailing News was also born in 1997, and while it would have far cooler to see the Scuttlebutt Brewing logo on their sails, this should still get some beer drinkers and bar televisions pointed toward the event.

Following the publication of the AC37 Protocol and AC75 Class Rule on November 17, 2021, the AC75 Class Rule and AC Technical Regulations were finalized on March 17, 2022. The entry period opened December 1, 2021 and runs until July 31, 2022, but late entries for the 37th America’s Cup may be accepted until May 31, 2023. The Defender was to announce the Match Venue on September 17, 2021 but postponed the venue reveal, confirming it would be Barcelona on March 30, 2022. The 37th America’s Cup begins October 12, 2024.

Teams revealed to challenge defender Emirates Team New Zealand (NZL):
INEOS Britannia (GBR)
Alinghi Red Bull Racing (SUI)
Luna Rossa Prada Pirelli Team (ITA)
NYYC American Magic (USA)
Orient Express Racing Team (FRA)

2023-24 Preliminary Regattas
September 14-17, 2023 (AC40): Vilanova i la Geltrú, Spain
November 30-December 3 (AC40): Jeddah, Saudi Arabia
August 2024 (AC75): Barcelona, Spain

2024 America’s Cup
September: Challenger Selection Series
October 12 – ?: 37th Match (Best of 13)

Additionally, 12 teams will compete in the 2024 Youth & Women’s America’s Cup.

Additional details:

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