Esports ahoy! The America's Cup e-Series takes flight
Burson, in partnership with America’s Cup, conceived the America's Cup e-Series, a comprehensive esports league designed to bridge the gap between the virtual and physical worlds of sailing. The e-Series culminated in the chance for top players to challenge a real America's Cup team on the water. This wasn't just about gaming; it was about proving that virtual skills could translate to real-world sailing prowess. A dynamic brand identity and multi-channel campaign, leveraging social media, influencers and global PR, launched the e-Series with a splash, setting the stage for the Louis Vuitton 37th America's Cup events in Barcelona.
Bridging the gap between gaming and the high seas
The inaugural season exceeded all expectations. Over 5,000 gamers worldwide battled it out online, culminating in a thrilling live final in Barcelona. The top two finalists then embarked on a unique "Gamer to Sailor" experience, receiving expert training before racing against a real America's Cup team aboard an AC40 yacht. This unprecedented on-the-water showdown proved that the skills honed in the virtual world could indeed translate into genuine sailing ability.
A new wave of fans, a new era for sailing
The America's Cup e-Series wasn't just a game; it was a game-changer, drawing global attention, exciting younger audiences and successfully engaging a new generation of fans, solidifying the America's Cup's position as a pioneer in sporting innovation, forging a deeper connection to the competition and ensuring its legacy for years to come.
