Make the America's Cup commercially viable
Although no one has fared better under the patronage-driven traditions of the America’s Cup, five-time winner Sir Russell Coutts is doing his damnedest to drag sport’s oldest contest into the 21st century by extending the definition to include “commercially viable" and really take the America's Cup mainstream.
But in order to create a commercially viable event, first you need to be able to provide a sponsor with basic facts, such as where, when and in what kind of boat the next cup is going to take place.
Even with Oracle Team USA successfully defending in San Francisco 2013, America's Cup fans waited 18 months before learning that Bermuda would be hosting in 2017. And the boat has changed twice since then.
Words by Andy Rice