The European Broadcasting Union (EBU), an alliance of public service broadcasters across Europe, has acquired the media rights to the 37th edition of sailing's premier America’s Cup race in 39 territories.
Under the deal, the EBU will cover the entirety of the America’s Cup, from the preliminary regattas in 2023 up to the race itself in 2024.
The America’s Cup, the world’s premier yacht racing event, will be held in Barcelona, Spain, beginning on October 12, 2024. A number of preliminary regattas and the Challenger Selection Series, which will decide who will challenge Emirates Team New Zealand, will take place before then.
Alongside the rights to the competition proper, the EBU also acquired the rights to the Youth America’s Cup and the inaugural Women’s America’s Cup.
The 39 territories that the rights cover include markets such as Germany, Belgium, the Republic of Ireland, the Scandinavian countries, Turkey and Greece, among others. The rights include highlights and news access across all markets, while some selected markets will be able to broadcast the event live.
Not included among the 39 territories covered is Italy, wherein Sky Italia already secured the rights to the race, as well as a host of other sports, in June.
The agreement builds on a previous partnership between the EBU and the America’s Cup that saw the broadcast alliance secure the rights to the 26th edition of the race in 2021. In the time since, the EBU installed media consultant Jonathan Broughton in the newly-created role of head of strategy, however the alliance’s relationship with the America’s Cup has seemingly remained.
“The EBU always places a particular focus on the world’s number one event in each sport,” stated Steven Nuttall, head of TV for the 37th America’s Cup.
Nuttall continued: “Collectively, we have developed a flexible media rights agreement which meets the different needs of our objectives. We are looking forward to continuing the wide distribution of the great America’s Cup action including the Puig Women’s and Youth America’s Cup events.”
In June, Spanish fashion and fragrance brand Puig became a global partner of the 37th America’s Cup and Youth America’s Cup, and the first title sponsor of the Women’s America’s Cup. The Women’s America’s Cup will broadcast concurrently with the Men’s race.
The previous month, Catalan beer brand Estrella Damm was confirmed as an official sponsor of the men’s race.