Capgemini on board as sixth global partner for 37th America’s Cup

French IT services and consulting firm Capgemini has been announced as the sixth global partner for the upcoming 37th America’s Cup.

The deal, struck with America’s Cup Event (ACE), the organisation established by Emirates Team New Zealand, will see Capgemini contribute its expertise in digital innovation, sustainability, data and artificial intelligence to the prestigious sailing competition set to take place in Barcelona, Spain from August to October this year.

As the official data provider, Capgemini aims to elevate the fan experience by providing insights and analysis throughout the series, leveraging its technological capabilities.

The decision to revamp the sponsorship structure for the 37th edition was announced in October 2022, signalling a departure from the previous event naming and presenting sponsor, Prada.

Emirates Team New Zealand has adopted a multi-partner approach for the Cup’s return to the European market, with Capgemini joining Emirates, Puig, UniCredit, Coca-Cola and Cupra as global partners.

“Capgemini’s leading expertise in tech and data will bring great value to the event and fans alike,” Grant Dalton, CEO of America’s Cup Event, commented.

“We are excited to see how Capgemini can help us to make this year’s competition the most engaging and insightful digital experience ever for both enthusiasts and new generations of followers.”

Capgemini views the America’s Cup partnership as a natural fit for its sports sponsorship portfolio, which focuses on leading global events emphasising technology innovation, sustainability, high performance and team spirit. This aligns with their existing relationships in sports, including partnerships with World Rugby and golf’s Ryder Cup.

“The America’s Cup is a highly competitive, exciting global event fuelled by cutting edge technology and sheer team spirit,” added Aiman Ezzat, CEO of Capgemini.

“Global and technology-driven by nature, this prestigious sailing tournament – more diverse and sustainable than ever this year – embodies many of the group’s values.”

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