Aberdeen Asset Management, the global investment group, has been announced as Performance Partner to Land Rover BAR, the British America’s Cup team led by Sir Ben Ainslie.
The initial three year partnership with Land Rover BAR, a team conceived by four-time Olympic gold medalist and 34th America's Cup winner, Sir Ben Ainslie, was announced in Bermuda where the team is currently in the midst of its preparation for the 35th America’s Cup. Aberdeen Asset Management will use the partnership not just to reach an ever-growing America’s Cup global fan base, but to work with Sir Ben and the team to share insights and expertise on how using data can boost performance – both at sea and in the investment space.
Capturing and processing data to help enhance performance is at the core of both Aberdeen Asset Management and Land Rover BAR. Both companies can call on extensive resources to uncover insights and look forward to collaborating over the next three years to exploit the wealth of data both companies encounter every day.
Martin Gilbert, Chief Executive of Aberdeen Asset Management, said: “We are delighted to announce our partnership with Land Rover BAR to compete in the America’s Cup over the next three years. As a company we appreciate the importance of maintaining a true global footprint and our support of the team allows us to do that. Together with Land Rover BAR we are used to analysing the best routes to take in challenging conditions, and we’re proud to be able to share insights with them as they prepare to hopefully bring the Cup back to where we think it belongs.”
Ben Ainslie, Team Principal and Skipper of Land Rover BAR, said: “It is fantastic for us to have Aberdeen Asset Management on board as Performance Partner. From our initial conversations it’s obvious there is an alignment between the ways we both go about our business; seeking to optimise data acquisition, storage and analysis strategies to gain a competitive edge. The Land Rover BAR team can certainly help Aberdeen reach a new audience and we look forward to working with them over the next 3 years to explore the ways in which we both use data to get us over the line ahead of our competitors.”
The Land Rover BAR team will launch their campaign for the oldest trophy in international sport in the America’s Cup Qualifiers on 26th May in Bermuda with the 35th America’s Cup Match beginning on 17th June. The event will be beamed to a global audience in over 48 different territories including live on NBC in the United States and BT Sport in the United Kingdom. No British team has ever won the Cup.
Aberdeen’s existing sport sponsorship portfolio includes golf, skiing, rugby and rowing. The group has a rich heritage in sailing having partnered with the famous Cowes Week regatta, the Extreme Sailing Series as well as the Farr 40’s and Dragon Class over the years. Aberdeen is also involved with a number of cultural and arts sponsorships.