BMW to activate at America's Cup

TRO has designed a number of BMW brand experiences to take place at the 35th annual America's Cup World Series in Portsmouth this weekend (25-26 July).

Activations at the America's Cup include the BMW Yacht Club
Activations at the America's Cup include the BMW Yacht Club

The car manufacturer, which is sponsoring the international sailing competition, will be hosting a BMW Yacht Club – its primary activation – where the public will be able to relax, learn about the product range and brand and take part in some sailing-inspired challenges.

These include The Challenge Deck, where visitors will be able to try their hand at Run the Rig, with a BMW Track Day offered as the main prize. There will also be a Kids Deck, where children will be able to make boat origami, and sail their creations in a water tank.

BMW will also be showcasing its BMWi8 in the Fanzone, where visitors will have the opportunity to have a souvenir photo taken.

Sian Bates, client services director, TRO, said: "The America’s Cup is a great family day out and we’ve designed a number of fun activities to ensure everyone has a great experience of BMW and the event."

More BMW signs four-year PGA Championship deal with TRO

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