Select Page

AMERICA’S CUP /

Masters and Commanders.

Assessment /
Research /
Positioning /
Identity /
Architecture /

Assessment / Research / Positioning / Identity / Architecture /

The Project

The America’s Cup Event Authority sought a new brand strategy, identity and architecture that represented in equal parts the history and heritage of its global sports event, while capturing the innovative spirit of the event to entice new generations of fans, partners and sponsors.

How We Won the Heart

To achieve the desired brand expression, we established a visual balance between the event’s prestigious history, heritage and its newfound culture of innovation. Utilizing the oldest trophy in sports, the new brand identity and architecture empowers event locations to infuse the evolved master brand with the specific colors and cultural elements of their respective region.

“SME has been my branding agency of choice with the United States Olympic Committee, Turner Sports, the NY Yankees and now the America’s Cup. They have proven repeatedly that they know this business and know what it takes to develop great brands.”

— Dr. Harvey Schiller, Commercial Commissioner — America’s Cup

“SME has been my branding agency of choice with the United States Olympic Committee, Turner Sports, the NY Yankees and now the America’s Cup. They have proven repeatedly that they know this business and know what it takes to develop great brands.”

— Dr. Harvey Schiller, Commercial Commissioner — America’s Cup

WORK /