30 Jan 2012

BWA signs deal to bring superyachts unprecedented America's Cup access

By Isla McKechnie

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BWA Yachting has signed an exclusive agreement that will see superyachts get closer to America's Cup racing than has ever been possible previously. BWA has been named operational partner of the America's Cup Superyacht Programme.

The agreement means BWA can promote and sell bespoke packages to the superyacht community allowing superyacht owners, guests and charterers to become an integral part of the America's Cup with unprecedented access to the races and special tailored events. 

We sat down with Edward Pegan, commercial manager of BWA Yachting to find out what the development means to the company.

"We at BWA Yachting have worked extremely hard in the last few years to realise the geographical coverage and brand recognition that we now possess. Because of this hard work, we now find ourselves as partners to the America’s Cup Superyacht Programme, and to be able to work with such a prestigious organization and event is both stimulating and challenging at the same time. For us to be able to offer unprecedented access to a yacht and her owners/guests is incredibly exciting to our group. While access to races and teams has been offered to some visitors in the past, the access has generally been limited or given in specific areas. We are able to offer many components in one package, such as priority berthing on race day to have an up close view, access to the America’s Cup VIP Hospitality Venue, VIP functions, seminars  and special events, and naturally BWA’s 24-hour onshore concierge services."


BWA will offer packages beginning with the America’s Cup World Series event in Naples in April 2012 and then for the following events in Venice (May 2012), Newport, Rhode Island (June 2012) and San Francisco (August 2012). Bespoke packages for superyachts will also be available for the Louis Vuitton Cup, America’s Cup Challenger Series, scheduled to be held in San Francisco in July and August of 2013, and the America’s Cup Finals in San Francisco from September 7 – 22 2013.

"We expect demand to be high, and especially with respect the berthing locations a limited number will be available. It will be interesting to see how quickly the spots will fill for the upcoming Naples and Venice regattas, but as we get closer to the end of the year and closer to next year’s Louis Vuitton Cup, America’s Cup Challenger Series and eventual America’s Cup Finals, we expect participation by superyachts to be quite high," continues Pegan.


 
"With the new format, I think spectators will be amazed at how fast the boats actually go in the World Series events. The drama and exhilaration of the racing weeks will truly be an experience that any yacht and race lover will want to be a part of.
 
"If you look at Formula 1 races, especially the Monaco Grand Prix, or special cultural events such as the Cannes Film Festival, one of the most exciting aspects to the experience is the collection of superyachts positioned in the heart of it all, and I suspect the America’s Cup and all of the races leading up to the finals will fall into that same category of excitement."

Pegan goes on to say he expects the new build and charter markets to take an active interest in the packages, taking in to consideration the television and in-person exposure of the yachts taking up packages to attend the events.

“The America’s Cup welcomes BWA Yachting,” said Iain Murray, C.E.O. - America’s Cup Race Management. “Our aim is to unite the pinnacle of competitive sailing with the height of yachting luxury, and provide owners and charterers with an unprecedented America’s Cup participant experience. Our specialist superyacht division is dedicated to making the America’s Cup an easy and memorable experience for superyacht owners, guests, captains and charterers.”

Related links

BWA Yachting Profile | BWA Yachting Website

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