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Bermuda Tourism Authority sets course for America’s Cup

The Bermuda Tourism Authority has agreed a deal to become an official partner of the 35th America’s Cup.

The latest edition of the sailing showpiece will conclude in Bermuda in May and June 2017.

Under the partnership, BTA will enjoy prominent branding and activation space at all America’s Cup venues leading up the final match in Bermuda, where it will be promoted through television spots on US broadcaster NBC Sports.

Additionally, BTA will have a presence on the official website of the America’s Cup and its social media platforms, while engaging in promotions with other partners of the America’s Cup Event Authority.

Bermuda Tourism Authority chief executive Bill Hanbury said: “The previous America’s Cup was broadcast to over 200 territories worldwide and we are already seeing better distribution this time around. We are pleased to have secured significant exposure for Bermuda on the international broadcasts for every event in 2015, 2016 and 2017 for the Race to Bermuda’.

“We are also pursuing new opportunities over the next two years with other ACEA partners, to increase exposure and leverage our investment for Bermuda. We execute in lockstep because we know by working together we can maximise the benefits for all.”

Harvey Schiller, commercial commissioner of the America’s Cup, added: “The Bermuda Tourism Authority’s strength as a sales and marketing organisation was evident during the bid process and its efforts were a significant contributing factor to Bermuda coming out on top.”