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Snap America's Cup Sports Marketing

Louis Vuitton and Snapchat team up to bring live coverage of world class sailing event


By Laurie Fullerton, Freelance Writer

May 3, 2016 | 3 min read

Louis Vuitton, headline sponsor of the America's Cup, the oldest trophy in sport which has always been about both yachting tradition and technological advances with some of the world's most innovative players in technology drawn to the sport of professional sailing, is to work with Snapchat to engage fans.

This coming weekend the Louis Vuitton America's Cup World Series is set to take place in New York City as a precursor to the main event in Bermuda in 2017. In keeping with the tradition for innovation, the sponsor Louis Vuitton has announced it is partnering with Snapchat during the race on Sunday to offer a 'live story,' allowing attendees in New York to participate in the event storytelling and fans across the U.S. to experience what it’s like to be in the action on the Hudson River.

“With the three final races and double points up for grabs on Sunday, the leaderboard can change in a New York minute. It will be an ‘edge-of-your-seat’ day of America’s Cup racing,” said America’s Cup Chief Marketing Officer Antonio Bertone. “Snapchat’s Live Story coverage will elevate an electric atmosphere on the Hudson River by taking fans behind-the-scenes, and providing users the opportunity be part of the story from New York.”

From pre-race briefings to the awards celebration, the Snapchat Live Story will follow the sailors, teams and spectators on race day. Snapchatters will be able to submit their unique video and photo Snaps from around the Event Village and race course to the curated Live Story. Local geofilters will also provide creative ways for users customize their Snaps.

Snaps submitted from the Louis Vuitton America’s Cup World Series New York on May 8 will be packaged into a brief video stream by a team at Snapchat and made available to users in the United States to view right on their phones for 24 hours.

The America’s Cup has also launched its own organic Snapchat account in conjunction with Sunday’s Live Story. Add “Americas.Cup” as a friend or scan the Snapcode to follow the excitement throughout not only the week in New York, but also over the full Louis Vuitton America’s Cup World Series schedule and the 35th America’s Cup next year.

America’s Cup racing is returning to New York for the first time in nearly 100 years with the Louis Vuitton America’s Cup World Series. The two-day event runs May 7-8, with six teams racing along the lower Hudson River and an Event Village at the Brookfield Place Waterfront Plaza. Three races are scheduled for both days beginning at 2:00 pm ET, with double-point scoring on Sunday, May 8.

In addition to the Snapchat Live Story from New York, fans in the U.S. can tune in to racing live on NBC and on the America’s Cup app.

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