If we told you that in the same week the genius brain trust behind the America’s Cup both A) told San Diego they want 10,000 free hotel rooms if they are to bless Dago with the right to “host” The Cup, AND B) launched an effort to re-brand the America’s Cup, you would have thought that we were nuts. And while it may indeed be true that we are crazy, nobody is crazier than the dopes running The Cup. Nobody.
The America’s Cup Event Authority has partnered with SME, Inc. New York to develop a new brand strategy, identity and architecture for the organization and 35th America’s Cup. SME’s challenge for this assignment is to develop a brand that represents in equal parts the history/heritage of this global sports icon while capturing the innovative aspect of an event viewed by many as ‘The World Cup of Sailing’. More .