It seemed more appropriate to put these thoughts here rather than Yachtsponsorship.com – It’s a more personal, less considered thought process than Y$ readers expect. I have been thinking about the way in which the Defender of the America’s Cup – BMW ORACLE, led by Russell Coutts, has been looking at ways to reposition the trophy. The stated aim of the process is to make the Cup more appealing to a younger, television audience. Every interview that Russell Coutts does, he talks about “marketing experts” and “television experts”, but they are never named. We don’t know who these people are or what their credentials are for embarking on a massive rebranding exercise are. The following scene came to mind: There’s no reason why the identities of the ‘experts’ should be a secret. I just hope that they are the best

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