Youth America’s Cup

UniCredit sponsored the prestigious Youth America’s Cup, the oldest international competition still active in any sport. We were tasked with delivering a world-class brand identity for the event. The brand marque is inspired by the Bowline knot, with its form integrated into the ‘Y’ of Youth.

The event’s prestige was further enhanced by a collaboration with Thomas Lyte, silversmiths for iconic trophies like the FA Cup. This fully integrated global event attracts an enormous audience, including an estimated 1.2 billion global TV viewers and millions more via live streaming, making it the third-largest television spectacle after the Olympics and World Cup.