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America's Cup brings sponsors to new markets

The worlds' oldest and most prestigious yachting race, the America's Cup, is looking to conquer new waters with the Gulf States and Asia top of their shopping list.

Created in 1851, the America's Cup is traveling increasingly to far-flung locations.

"And always in first class," insists Bruno Trouble, skipper in the 1970s and 1980s on the Baron Bich, and now a consultant with French luxury group Louis Vuitton, the event's sponsor since 1983.

After a trip to China last year, a country competing in the event for the first time, "the old Lady" has traveled to Dubai, where the Swiss Alinghi team, the 2003 champions, prepare their title defense, along with the Swedish Victory Challenge team.

As well as allowing teams to train in the warm waters of the Gulf, far from the chills of the European winter, this stopoff in Dubai has also provided the sponsors with the ideal platform to market their products, said Rudolf Buergin, spokesman for the Union des Banques Suisses (UBS), Alinghi's leading sponsor.

UBS, who have contributed over 20 million euros (US$26 million) to Alinghi's challenge over the past four years, have profited from the occasion to invite many of their clients to the inauguration of a new outlet in Dubai.

Yves Carcelle, president of Louis Vuitton, who are for their part opening a second shop in Dubai, their sixth in the Gulf and 369th worldwide, said he was happy with "the Cup's opening to new countries."

Significantly these new countries have not been chosen by chance but rather for their impressive economic growth and marketing potential.

In this way Louis Vuitton, who have been present in China since 1992 where they have 14 outlets, were the leading backers of the Asian nation competing in the event and participating in the first promotional tour last year.

Likewise South Africa are also taking part for the first time with Shosholoza in addition to a team from Germany -- markets which are expected to double the television coverage for the Louis Vuitton Cup from the 3,000 broadcast hours from Auckland in 2003.

The choice of Dubai, who will be among the serious contenders to host the regattas of the next America's Cup expected in 2009, was also not by chance.

"Today Dubai is the market where you have to be present," said Anthony Chalhoub, Franco-Syrian president of the group Chalhoub, which has distributed luxury goods throughout the Middle East for the past 50 years.

"The Emirates have recorded a profit of 15 percent per year in the sales of luxury goods since 2001," Chalhoub said.

The competition returns to Europe for the first time in 150 years with Valencia, Spain, hosting this year's challenge which will include 12 entries from 10 countries.

The challenger selection series, called the Louis Vuitton Cup, will take place from April 16 to June 12 and the America's Cup match from June 23 to July 7.
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