Patrizio Bertelli, the CEO of Prada, is embarking on a mission to make the 36th America’s Cup more accessible to a worldwide audience. Scheduled for March 2021 in Auckland, this prestigious sailing competition, sponsored by Prada, will see challengers vying against the reigning champions, Emirates Team New Zealand, for the illustrious trophy.
Recognizing the cultural significance and excitement surrounding the America’s Cup, Bertelli is adamant about breaking barriers to allow more fans to enjoy the event. He envisions widespread media coverage that is readily available to everyone, transcending the limitations of pay-per-view services. The aim is to ensure that the charisma and thrill of the races reach a global scale.
With cutting-edge technology at the forefront, the upcoming competition will feature state-of-the-art “foiling” 75-foot monohulls capable of achieving staggering speeds of up to 50 knots. This technological marvel will be showcased through innovative video and audio applications, captivating audiences around the world. Bertelli stresses the importance of leveraging diverse media platforms, from the internet to traditional television, to engage viewers across different demographics.
In the capacity of the official “Challenger of Record” representing New Zealand, Luna Rossa Challenge, supported by Prada, plays a pivotal role in shaping the competition’s regulations. Bertelli exudes confidence in his team’s capabilities as they chart a new course following their absence from the previous America’s Cup in Bermuda.
Since its inception in 1997, Luna Rossa has been chasing the dream of clinching the America’s Cup title, a feat that has eluded them thus far. With Lorenzo Bertelli, Patrizio’s son, at the helm of digital communication for Prada, the family-owned business continues to uphold a legacy of pioneering design. The aesthetics of the newly designed Prada Cup trophy, conceived by renowned designer Marc Newson, embody the brand’s pursuit of excellence in both fashion and innovation.
Patrizio Bertelli’s unwavering dedication to broadening the America’s Cup’s audience underscores his fervor for sailing and his aspiration to introduce this captivating sport to a wider populace. As the world eagerly anticipates the commencement of the 36th America’s Cup, excitement burgeons, promising a riveting and unforgettable spectacle in Auckland.
To learn more about the America’s Cup and Prada’s involvement, visit America’s Cup official website and Prada’s official website.
