How many people who follow the America's Cup races are influenced by the brands shown on the yachts' sails? Sponsors often hire "brand counters" such as Arbiter to determine how much media exposure their logos receive during sports events. (For more on sponsors and the America's Cup series, see this New York Times article.)
Without question, the brand logos on the BMW Oracle Racing yacht were highly visible and received prominent media play during the semifinals last week. But does this kind of exposure always result in positive attitudes and associations? When a yacht loses, what are the repercussions for the sponsoring brands? And does significant media exposure during the America's Cup races translate into higher sales for the sponsors?
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