INEOS has formed INEOS Team GB and is making the biggest ever British investment in the America’s Cup, in an unprecedented effort to bring the trophy back to Britain for the first time since 1851.
The MTM Agency was chosen to work with INEOS and Ben Ainslie’s team to develop a range of INEOS TEAM GB brand assets to ensure the launch press conference showcased the new look and feel for the team from day one.
INEOS Team GB has teamed up with Sir Ben Ainslie who will lead the design and build boat programme and skipper the racing yacht. Ben was sporting the MTM designed clothing at the launch, alongside the rest of the yacht drew.
INEOS Team GB will represent the Royal Yacht Squadron’s affiliated club, Royal Yacht Squadron Racing who issued the challenge to the current holder represented by Emirates Team New Zealand.
Jim Ratcliffe, INEOS chairman, says, The America’s Cup is one of the world’s most competitive yacht races and Britain has never won it, despite founding the competition over 150 years ago. With the team we have assembled, we believe we can get a fully competitive boat to the start line. After that it’s all down to the fine art of sailing. Ben is arguably the best sailor that Britain has ever produced so we should have a fighting chance of success.’