The America’s Cup has strengthened its commercial strategy by appointing IMG as its exclusive global licensing partner, marking a significant step in expanding the event’s merchandising ecosystem.
The agreement will see IMG Licensing develop and manage a comprehensive global licensing program covering consumer products, collectibles, publications, and official memorabilia tied to the America’s Cup brand and the wider sailing industry.
Building a global licensing network
Under the partnership, IMG Licensing will oversee the rollout of official merchandise across multiple channels, including both online platforms and physical retail locations. An initial launch is planned in Cagliari, where a dedicated store will open ahead of the Preliminary Regatta scheduled between May 21 and May 24.
This dual-channel approach aims to maximize accessibility for fans while aligning with key moments in the competition calendar.
A proven licensing operator in sports
IMG Licensing brings extensive experience managing commercial rights across major sporting properties. The company has previously worked with events such as the Rugby World Cup, the UEFA European Championship, and the 24 Hours of Le Mans.
This track record positions IMG as a key partner in scaling the America’s Cup’s commercial footprint, particularly in markets where sailing has traditionally had limited mainstream penetration.
Strengthening the commercial model
The licensing agreement complements broader structural changes around the competition, including the creation of new governance frameworks and cost controls for participating teams. These developments aim to enhance the long-term sustainability and commercial viability of the event.
By leveraging IMG’s global network and expertise, the America’s Cup is seeking to broaden its audience, increase merchandise revenues, and build stronger connections with fans beyond traditional sailing communities.