Capgemini, the French IT company, has today been unveiled as the latest global partner of sailing’s prestigious America’s Cup taking place in Barcelona later this year.

As part of the deal, Capgemini will serve as the official data provider of the 37th edition of the iconic race and provide expertise in digital innovation, sustainability, data, and artificial intelligence.

The tech firm will “enhance the fan experience with insights and analysis throughout the series.”

Capgemini sponsored several major sporting events last year including the Rugby World Cup in France and golf’s Ryder Cup.

Grant Dalton, chief executive of the America’s Cup Event, said: “Capgemini’s leading expertise in tech and data will bring great value to the event and fans alike.

“We are excited to see how Capgemini can help us to make this year’s competition the most engaging and insightful digital experience ever for both enthusiasts and new generations of followers.” 

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By GlobalData

The America’s Cup has secured several commercial tie-ups in recent months, with Cupra, the high-performance motorsport subsidiary of Spanish car maker Seat, coming on board as a global partner in December.

This came after French luxury goods company Louis Vuitton was signed up as title sponsor in October.

Commercial deals were also struck with global drinks giant Coca-Cola and Italy-based banking and financial services firm UniCredit. Catalan beer brand Estrella Damm, meanwhile, is an official sponsor of the event.

Spanish fashion brand Puig has also signed up to be a global partner of the competition as part of a deal that includes naming rights to the inaugural women’s edition.

The 2024 America’s Cup will be held in October.