Louis Vuitton sails to Barcelona for a high-tech America’s Cup. The yacht race reserved for the rich only features the fastest yachts in the world, and Louis Vuitton is there not to compete with Zara, but to perhaps fight the Puig group that organizes the Women’s America’s Cup.

Barcelona have already accumulated 714 million views online, which means that the event will surely surpass the 914 million views achieved in total during the 2021 races in Auckland, New Zealand.

This huge audience is due to the America’s Cup’s free-to-air broadcast policy, rare for most sporting events, where broadcast rights are the main source of income. Television represents a cost of 20 million euros to help us build the sport.

A documentary is being filmed about this edition of the America’s Cup, which could do for sailing what the Netflix series “Formula 1: Drive to Survive” did for motor racing.

To attract new fans, the organizers have designed an e-series broadcast live on Twitch, with the inaugural edition offering six exceptional gamers the chance to come to Barcelona on September 28 and “race” in its state-of-the-art simulators.