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Brand Sponsorships - Branding Strategy Insider

Event Sponsorships: Forgetting The ROI?

It all started with a flash of American superiority and a bruised royal ego. In 1851, a yacht owned by the New York Yacht Club easily beat 15 of the fastest British yachts in a race around the Isle of Wight. Surprised at the result, Queen Victoria was reported to have asked who had come second and was politely informed: ‘There is no second, your Majesty.’ The America’s Cup had begun.

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