The America's Cup, affectionately known as the Auld Mug, is a trophy awarded to the winner of the America's Cup match races between two sailing yachts. One yacht, known as the defender, represents the yacht club that currently holds the trophy and the second yacht, known as the challenger, represents the yacht club that is challenging for the cup.
The history and tradition of the America's Cup are its greatest strength, but also its greatest limitation. Despite the fact that a cutting-edge approach is pursued from an engineering point of view, for years now communication has only been aimed at a very loyal public, in a circuit that is always the same. The challenge is to involve new generations of enthusiasts, with a modern language ready to evolve.
A new visual language, digital-oriented, fluid and bold, which fully represents the dynamism, technological advances and the hunger for victories that have always distinguished the largest sailing competition in the world, and the most viewed edition of all time.