UBS & Alinghi: Redefining America’s Cup Sponsorship Success
Smart rights acquisition = de-risked sponsorship
Let’s build what’s next – together.
Let's begin
Key Takeaways for Brands
- Smart rights acquisition = de-risked sponsorship
- Integrated campaigns drive global engagement
- Internal activation boosts brand loyalty
The UBS & Alinghi partnership proves that with the right strategy, sponsorships can transcend uncertainty and deliver world-class impact.
Interested in redefining your sponsorship strategy? Let’s talk.
Inside this story
Jump to
- The Challenge: Navigating Sponsorship Risks in Yacht Racing.
- The Strategy: How UBS & Alinghi Achieved Sponsorship Success
- The Results: A Sponsorship That Delivered
When UBS partnered with the Swiss challenger team Alinghi, led by sailing legends Ernesto Bertarelli and Sir Russell Coutts, the goal was clear: redefine sponsorship success in the high-stakes world of the America’s Cup. Through a strategic collaboration with Living Lab rights holder team, UBS, and media agency Starcom Worldwide, the campaign transformed traditional sponsorship into a high-impact, de-risked investment, delivering global visibility, brand engagement, and measurable ROI.
The Challenge: Navigating Sponsorship Risks in Yacht Racing
Sponsoring a yacht racing team comes with inherent unpredictability—weather conditions, race outcomes, and global visibility are never guaranteed. For UBS, the challenge was to:
Minimize financial and reputational risks
Maximize brand exposure
Engage global audiences and internal stakeholders
The Strategy: How UBS & Alinghi Achieved Sponsorship Success
1. Securing Global Media Rights
To ensure maximum visibility, Living.Lab helped UBS acquire:
Exclusive global TV and digital rights for the America’s Cup & Louis Vuitton Challenge
Broadcast distribution through leading networks like ESPN, Star Sports, and Eurosport
Embedded UBS branding in all race broadcasts, ensuring consistent exposure
2. Integrated Multi-Channel Marketing
The campaign went beyond traditional sponsorship with:
Custom UBS-branded content for global broadcasts and digital platforms
Real-time race analytics displayed on UBS trader screens worldwide, engaging employees
On-ground activations at yacht clubs and trading desks, fostering client interaction
3. Employee & Stakeholder Engagement
UBS didn’t just target external audiences—they brought the race to their teams:
Live race feeds in offices, boosting morale and brand alignment
Exclusive client events, deepening relationships through unique experiences
The Results: A Sponsorship That Delivered
The partnership between UBS and Alinghi wasn’t just successful—it was transformational.
✔ Alinghi’s America’s Cup Victory – A historic win that amplified UBS’s sponsorship impact
✔ Unprecedented Global Coverage – Secured broadcast in 100+ countries
✔ Enhanced Brand Positioning – Strengthened UBS’s reputation as an innovative, global leader
✔ Internal & External Engagement – Boosted employee pride and client relationships
Legacy: A Blueprint for Future Sponsorships
The UBS & Alinghi partnership set a new standard for sports sponsorships by proving that:
✅ Strategic rights acquisition minimizes risk and maximizes ROI
✅ Multi-channel marketing ensures engagement across audiences
✅ Internal activation amplifies brand value and team alignment
Russell Coutts: A Lasting Partnership in Sailing Excellence
Sir Russell Coutts, KNZM CBE, is a five-time America’s Cup winner and a pioneer in modern sailing. Twenty years after first collaborating on the America’s Cup, Living Lab continues to work with Coutts in his role as CEO of SailGP, shaping the future of sailing through:
Sustainability-driven events
Cutting-edge technology
As the representative of SailGP in the Middle East and Italy, Living Lab remains committed to elevating sailing—just as we did with UBS and Alinghi.
Dig deeper
Lamborghini Aventador LP 780-4 Ultimae Coupé
Living.Lab joined forces with Automobili Lamborghini, Krista Kim, and Steve Aoki to create the last Lamborghini Aventador LP 780-4 Ultimae Coupé, paired with the world’s first one-of-one NFT. Sold for $1.6...
Formula 1’s Digital Strategy
Living.Lab undertook a project that would lay the foundation for the digital transformation of Formula 1, redefining the sport’s relationship with its fans
Emirates Group and AWS
Pioneering Employee Experiences with iXR
TAG Heuer F1 Partnership | A Smart Move In A Tough Market?
TAG Heuer F1 Partnership. TAG returns as F1’s timekeeper - $1B deal. Can it sustain growth in a slowing market? We analyse the brand’s F1 strategy and impact.
Vanguart: The New Icons of Luxury Watchmaking | Living Lab
Discover how luxury watchmaker Vanguart is redefining haute horology through scarcity, innovation, and cultural relevance.
Nike, Athlete power and the Olympics help make Jacquemus fashion’s top breakout brand
Jacquemus has built a brand story that’s nothing short of remarkable. In 2018, they posted €11.8 million in revenue. They are aiming for €500 million by 2025.
Your audience expects magic.
Let’s give them a reason to believe
Send us a Message
FaqS
What is Jacquemus brand identity?
Jacquemus’ brand identity is like Provencal remixed sun-drenched minimalism with a wink. It’s memory made fresh, where runway shows become shareable fantasies and every store feels like a holiday home. Playful and human yet precise, the aesthetic turns heritage into hype while staying rooted in real emotion.
What is Jacquemus brand STRATEGY?
Jacquemus serves dreamy romance with must share fun. Stores become Instagram stages, runways transform into visual spectacles, and €250 sunglasses fuel cult demand for €2,000 bags. It’s nostalgia engineered for the feed – where every touchpoint prioritizes cultural cachet over sales. Result? 4.7% engagement (3x luxury avg.) and sold-out drops in minutes.
Locations
- London
- Dubai
- Milan
- Email us