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Charting a New Course in the World of Esports
To engage a younger, digitally native audience, the America’s Cup launched the e-Series—a groundbreaking esports league developed in partnership with Burson. Inspired by the success of the America’s Cup Sailing PC game, the e-Series blended virtual competition with real-world sailing, culminating in top gamers training and racing against a professional America's Cup team on an AC40 yacht. A dynamic brand identity and global multi-channel campaign fueled excitement ahead of the Louis Vuitton 37th America’s Cup in Barcelona. With over 5,000 participants and a thrilling live final, the initiative proved that virtual skills can translate to the high seas, ushering in a new era of innovation and fandom for the historic competition.
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