About 3000 "Loyal" flags have been snapped up in 10 days as Aucklanders in particular get behind Team New Zealand.
The flags sell for $29.99, with $10 of that going to Team New Zealand.
"We are struggling to keep pace with demand," said Paul Goldsmith, a spokesman for The Warehouse.
"By the time we air-freight them here and give $10 to Team New Zealand, there is virtually nothing in it for us.
"We just want to galvanise the people of Auckland behind our team.
"We hope a lot of people will take them down to the Viaduct on Saturday morning when the Black Boats go out."
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OneWorld skipper Peter Gilmour came up with a radical thought in an interview on a sailing website.
"I'd like to see the America's Cup become an annual event," he said. "A regular event on everyone's yearly calendar, like the Super Bowl. That would make it much better property for TV and the media. Rather than following one event for years, each year it would be a new thing.
"It would also get people's thinking away from all the money spent on development and testing. The more time you have, the more time you have to pour in effort and money."
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It seems that the whole of Auckland is getting behind Team New Zealand.
The Sky Tower will be blacked out in support of the local heroes on the eve of every race in the America's Cup.
Sky City will also feature black and white "Loyal" logos throughout the gaming and entertainment complex.
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About 1000 journalists will cover the racing. Worldwide coverage of the last cup included 56,000 print articles, more than 1900 hours of television and 630 million hits to the event's website.
Chances are those figures will increase this time.
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There is plenty of room down at the Viaduct to watch the action if sitting out on the Hauraki Gulf is not an option or the motion of the ocean doesn't quite agree with you.
A grandstand on Te Wero Island seats 3000 people.
From the grandstand you can watch every tack and gybe on a big screen.
Additional grandstands are also being constructed at the end of Hobson Wharf, across from the base club, so spectators can watch the teams head out to the race course and return later in the day.
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Alinghi bowman Bernard Labro will miss the cup after sustaining a broken collarbone in a traffic accident in Auckland.
nzherald.co.nz/americascup
Racing schedule and results
<i>Spinnaker run:</i> Flag sales not flagging
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