Last updated:  31 July 2018   by   Jack Griffin

The Cup was originally named for its price tag - the £100 Cup. The America syndicate was a business venture, not just sport. Lipton's challenges promoted his tea. Playing off Eric Tabarly's ​Pen Duick, ​​Baron Bich wanted to call his yacht Pen Bic. Ernesto Bertarelli and Larry Ellison each tried to turn the America's Cup into a profitable sports entertainment business. Valencia and Bermuda paid venue fees hoping to boost tourism. Airlines, auto makers, IT companies and luxury goods brands have sponsored teams and events. Video broadcast production quality and expense have both skyrocketed while TV revenue has lagged. Organizers try to package and protect commercial rights - sometimes they get ambushed, sometimes they shoot themselves in the foot.

You'll soon find educational and entertaining stories about the business of the America's Cup here.