IMG Licensing, a branch of the WME Group media and entertainment heavyweight, has struck a deal with the organizers of next year's America's Cup.
For the 2027 edition of that iconic sailing race, set to take place in Naples, Italy, IMG Licensing has been appointed to serve as the exclusive global licensing agency, through a tie-up unveiled earlier today.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The deal will entail IMG Licensing running a program based around "consumer products, publishing, collectibles, and memorabilia."
The first range of this fan merchandise will be on sale in Cagliari, Italy, around the America's Cup Preliminary Regatta between May 21 and 24. Both an in-person store and an online shop will operate.
The portfolio of licensees that IMG Licensing will look to curate will include brands across categories such as apparel, accessories, home goods, and premium collectibles.
Bruno Maglione, IMG Licensing's president, has said: "Our goal is to build a sophisticated and aspirational licensing programme that reflects the event’s unique blend of heritage, performance, and luxury – while engaging both long-time enthusiasts and new global audiences.”
IMG Licensing has previously worked across major sporting properties such as the Rugby World Cup, soccer's UEFA European Championships, the Ultimate Fighting Championship, and the iconic 24 Hours of Le Mans motor race.
Grant Dalton, chair of the America's Cup Partnership (ACP) vehicle, added: "The America’s Cup is more than just a sporting event – it is a global symbol of excellence, innovation, and prestige. Partnering with IMG Licensing allows us to extend that legacy into a world-class consumer experience, offering fans and audiences meaningful ways to connect with the event.”
Earlier this week, ACP named Marzio Perrelli as its first chief executive. Perrelli’s career to date has seen him work within finance, media strategy, and sports rights management. He joins after working across finance in the UK, USA, and Italy, where he held senior leadership roles at both Goldman Sachs and HSBC.
The ACP was formed in December by reigning America’s Cup champion Emirates Team New Zealand (New Zealand), challenger of record Athena Racing (Great Britain), Luna Rossa (Italy), Tudor Team Alinghi (Switzerland), and K-Challenge (France) in a bid to modernize the major sailing event.
These teams will operate under a collective framework governing both sporting and commercial aspects, with a shared revenue system and cost control measures enforced to ensure greater financial sustainability and maintain parity between competing organizations.
The 2027 America's Cup is set for mid-July next year.
