Bermuda Tourism Authority comes on-board as America’s Cup sponsor

12th Aug 2015
Bermuda Tourism Authority comes on-board as America’s Cup sponsor

The Bermuda Tourism Authority has become an Official Partner of the 35th America’s Cup.

This will significantly boost the island’s tourism effort over the two years of America’s Cup racing around the world during the “Race to Bermuda,” where the final weeks of America’s Cup competition will be held in May/June of 2017.

Sailing is foundational to Bermuda’s heritage and hospitality is core to its people.

Both attributes will be exhibited to America’s Cup fans the world over as a result of the official partnership.

“The Bermuda Tourism Authority’s strength as a sales and marketing organisation was evident during the bid process and its efforts were a significant contributing factor to Bermuda coming out on top,” said Harvey Schiller, commercial commissioner of the America’s Cup.


“We are pleased to work in partnership with the BTA over the next two years to help reach a new generation of travellers and grow the tourism economy in Bermuda.”

The official partnership agreement includes prominent branding and activation space at each America’s Cup venue in 2015, 2016 and 2017, as well as commercial airtime promoting Bermuda on US TV broadcasts on NBC Sports of the America’s Cup in 2017.

“The America’s Cup Event Authority is engaging the next generation of sailing enthusiasts with its powerful foiling boats, while at the same time the BTA is reaching a generation of travellers focused on adventure and experiential travel,” said Bermuda Tourism Authority chief executive Bill Hanbury.

“The target audiences are perfectly aligned.

“We were thrilled to launch the #RacetoBermuda in Portsmouth last month and look forward to building greater momentum on the way to 2017 and beyond.”

Additional partnership benefits for marketing Bermuda will be realised on the AC35 website, app and on social media.

Bermuda Tourism Authority has plans to work with other ACEA brand partners to leverage exposure and increase demand.

Hanbury said: “The previous America’s Cup was broadcast to over 200 territories worldwide and we are already seeing better distribution this time around.

“We are pleased to have secured significant exposure for Bermuda on the international broadcasts for every event in 2015, 2016 and 2017 for the ‘Race to Bermuda.’”


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