America's Cup

Background

The America’s Cup is the oldest, most prestigious, and most fascinating sporting and sailing competition in the world. A global stage where technological innovation, tradition, style, and extreme performance converge. In the lead-up to the official 2027 regattas, the exciting Pre-Regatta stages represent a crucial moment of engagement for the global sailing community.

A strategic synergy was born to manage the event’s official merchandise: Winner, the official partner of the America’s Cup, masterfully handles the offline presence and merchandising (at race venues, events, and physical stores), while Calicantus is the proud E-Commerce Service Provider (ESP) chosen to manage the official online store https://store.americascup.com/en.

For the online project, Calicantus is orchestrating a unique catalog featuring the best of world sailing, managing the inbound goods and logistics for the most iconic official brands: Slam, Prada, North Sails, and Sail Racing. Calicantus operates as the Merchant of Record (MOR), handling every legal, accounting, logistical, and customer care aspect to ensure an international D2C experience worthy of the America’s Cup legend.

Objectives

– Offer the global sailing community an excellent digital shopping experience on the official e-commerce channel https://store.americascup.com/en.
– Manage the inbound goods from the event’s prestigious official brand partners (Slam, Prada, North Sails, Sail Racing) in an integrated and coordinated manner.
– Create a perfect omnichannel synergy between the offline presence managed by Winner at the race venues and the e-commerce platform managed by Calicantus.
– Relieve the organization and brand partners of the operational, fiscal, and customs complexities of international sales through the Merchant of Record (MOR) model.
– Support fan engagement during the Pre-Regatta phase, building a solid and scalable logistical and digital infrastructure in view of the event’s peak in 2027.

Strategies and tools

– Online / Offline Synergy (Calicantus & Winner): a strategic division of roles where Winner strongly oversees the physical channel and live events, while Calicantus orchestrates and scales digital sales globally.
– Integrated E-Commerce Management (ESP & MOR): assumption of full fiscal, legal, and regulatory responsibility for cross-border sales on the https://store.americascup.com/en store, with multi-currency management and secure payments.
– Multibrand Inbound & Logistics: centralization and management of inbound goods from top-tier suppliers (Prada, Slam, North Sails, Sail Racing), with a logistical infrastructure capable of handling traffic peaks during the Pre-Regatta stages.
– Global Customer Care: dedicated, multilingual customer support oriented toward ensuring a service standard appropriate for the high-end positioning of the brands involved.
– Scalable Roadmap toward 2027: continuous planning and optimization of the digital and logistical infrastructure to manage the exponential increase in demand leading up to the official 2027 regattas.