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…
America’s Cup has named Marzio Perrelli as CEO of its newly established governance and commercial entity, the America’s Cup Partnership (ACP), as the competition moves toward a more centralized and long-term strategic structure. The ACP, created in October 2025, brings together all competing teams under a shared governance and commercial framework designed to stabilize operations,…
A new era begins for France’s America’s Cup ambitions as La Roche-Posay steps in as title partner, transforming K-Challenge into the La Roche-Posay Racing Team. The move marks a significant evolution in the project, with the L’Oréal-owned brand deepening its involvement after initially backing the initiative since 2023. From support role to center stage By…
