Garmin Signed Up as America’s Cup Electronics Partner


With just weeks until the first America’s Cup World Series event in Cascais, the people responsible for somehow recouping the costs of the revolutionary approach to television via commercial partnerships are announcing more deals. Like other deals done to date, the collaboration with Garmin Ltd seems to be an ‘in-kind’ arrangement.

Garmin will be the “exclusive official supplier of marine navigation, marine communication, and marine sensor equipment” to the 34th America’s Cup.

And having released the Course Marshal instructions and racetrack for the World Series events, the organisers will need all the toys they can get to monitor the racing environment. In addition to official boats being kitted out with the best Garmin kit, the America’s Cup Event Authority (ACEA) has worked with Garmin to develop tools to to manage boats that act as race marks, umpire boats, media boats and the superyacht grandstands.

Engelhard Sundoro, Garmin’s Director of Marine OEM Sales and Marketing said:

“We’re honored to have the opportunity to collaborate with the America’s Cup competition, bringing Garmin’s reputation for quality, commitment, performance and world-class support to the sailboat racing community.There’s no larger stage in sailing than America’s Cup, and Garmin gets to illustrate our ability to deliver customized systems to the marine industry while showcasing our technology to the best crews and fans in the world.”

Stan Honey, ACEA, Director of Technology said:

“As we work to transform the America’s Cup and broaden its appeal globally, we are making a significant investment in technology to make the event more competitive on the water and more compelling off (the water). Our partnership with Garmin has resulted in a set of tools that empowers our race management team to create world-class courses that will start and stop on time, something that has not been easy to achieve in a sport dependent upon the wind.”

Last week, the America’s Cup Event Authority announced a deal with Fraser Yachts to be an official partner of the Superyacht program, however the official America’s Cup website only lists Louis Vuitton and Hanson Bridgett LLP as partners.

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