Case Studies
21's work in the international sports & entertainment industry is unparalleled.
America’s Cup – Partnership Sales
The 34th defense of America’s Cup will be held in San Francisco in September 2013. ORACLE Racing, representing the Golden Gate Yacht Club, is led by Larry Ellison who successfully brought the oldest trophy in sport back to America in 2009. The America’s Cup Final and the Louis Vuitton Cup, the series that will determine the challenger to ORACLE Racing, will take place between the Golden Gate and Bay Bridges, along San Francisco’s famed Embarcadero, in front of seven to ten million spectators. NBC will be the broadcast partner in the US and the competition will be broadcast live in over 200 countries. 21 Sports has been retained by the America’s Cup Event Authority to represent the commercial rights to the America’s Cup competition in the United States. This assignment continues a long-standing association with 21, who also represented the rights for the 1991 and 1995 America’s Cup that were held in San Diego, California. 21’s experience with America’s Cup also includes representing American Airlines’ relationship with the America’s Cup defense in San Diego as a lead sponsor with Stars and Stripes and Dennis Connor in San Diego.