UBS and Alinghi: Redefining Sponsorship Success in America’s Cup
Introduction: A Winning Collaboration
Living.Lab helped UBS promote, and derisk a new partnership with a new Swiss Challenger team Alinghi led by Ernesto Bertarelli and Russell Coutts. In partnership with UBS and media agency Starcom Worldwide we helped redefine sponsorship success in the high-stakes world of America’s Cup yacht racing. The campaign leveraged innovative rights acquisition, global rights distribution, branding strategies, and integrated marketing to deliver global visibility and measurable impact.
The Challenge: Navigating Sponsorship Risks
Sponsorship in yacht racing is inherently unpredictable, with success often dependent on uncontrollable factors like weather and competition results. UBS faced the challenge of de-risking its engagement with Alinghi while maximising return on investment.
Strategic Approach: De-Risking the Investment
- Securing Global Visibility: Acquired global TV and digital rights for the America’s Cup and Louis Vuitton Challenge.
- Global Distribution: Redistributed content to leading broadcasters, including Star Sports, ESPN, and Eurosport.
- Embedded Branding: UBS branding is featured in all broadcasts, ensuring consistent visibility across market
Integrated Marketing Programme
- Customised Content: Developed UBS-branded content for global feeds, seamlessly integrating broadcast and online sponsorship.
- Engaging Employees: Displayed live race visuals and analysis directly on UBS trader screens worldwide, aligning internal teams with the campaign.
- On-Ground Activation: Executed dynamic marketing campaigns at yacht clubs and trading desks, fostering client and community engagement.
Achieving Results: Winning On and Off the Water
- Victory: Alinghi’s America’s Cup triumph brought significant attention to UBS’s sponsorship.
- Global Reach: Secured unprecedented worldwide broadcast coverage for the America’s Cup and Louis Vuitton Challenge.
- Brand Impact: Strengthened UBS’s global brand positioning and engaged internal stakeholders through innovative activations.
Legacy and Impact: A Blueprint for Sponsorship Success
UBS and Alinghi’s partnership set a new standard for sponsorship in yacht racing. The campaign demonstrated the power of strategic rights acquisition, creative branding, and integrated marketing to achieve measurable results and leave a lasting legacy.
Key Takeaways
- Smart rights acquisition maximises sponsorship ROI.
- Multi-channel marketing ensures audience engagement across platforms.
- Internal activation amplifies the brand value and staff morale.
UBS and Alinghi proved that, with the right strategy, sponsorships can transcend unpredictability and deliver world-class impact.
Russell Coutts: Enduring Values
Sir Russell Coutts, KNZM CBE, is a legendary figure in the world of sailing. From his Olympic gold medal in 1984 to his five America’s Cup victories and his transformative leadership in the sport, Coutts has consistently set the standard for excellence and innovation.
Twenty years after first collaborating on the America’s Cup, Living. Lab is proud to continue working with Russell Coutts, now the Founder and CEO of Rolex SailGP. As the exclusive representative of SailGP in some of the Middle East and its host cities partner in Italy, Living. Lab aligns with Coutts’ vision of elevating sailing through sustainability, cutting-edge technology, and unforgettable fan experiences.
Our enduring partnership is built on shared values and a commitment to excellence. Together with SailGP, we’re shaping the future of sailing, delivering world-class events, and connecting global audiences to the sport’s most thrilling stories.
