Team New Zealand hire British agency to commercialise America's Cup

Emirates Team New Zealand have announced their deal with Influence Sports & Media to help maximise the commercial reality of the 36th America's Cup. Photo / Sander van der Borch.

Team New Zealand have hired British company, Influence Sports & Media, to commercialise the next America's Cup planned for Auckland in 2021.

The deal, announced on Thursday (NZT), appointed the London-based company as the exclusive commercial agency to work with Team New Zealand, Luna Rossa and the presenting sponsor, Prada.

Having worked with this year's edition in Bermuda, the agency have developed a strong relationship with the America's Cup lead by founder and former Marketing Director of team Alinghi, Alistair Watkins.

Team New Zealand boss Grant Dalton said the appointment would mean for a 'busy and enjoyable few years' leading up the 36th Cup challenge.

"I have known Alistair for several years ... we are confident that all our stakeholders including our sailing and sports fans will love what is coming."

Crucial to the success of the event, the agency would have the important role of enhancing the commercial reality of sport's oldest contest.

With an already strong European presence on the start line and return of the famous New York Yacht Club, Team New Zealand are working swiftly to lay foundations for the regatta.

They now await Auckland Council and the government's agreement on key syndicate bases for the event.