PHOTO: America’s Cup race events will be held in Bermuda beginning this year through the final in 2017. (courtesy of Bermuda Tourism Authority)

As Bermuda gears up to host of the 35th America’s Cup sailing competition in 2017, tourism stakeholder and race organizers are seeking to extract full promotional benefit from the events.

The Bermuda Tourism Authority (BTA) recently inked a formal partnership agreement with race organizers, the America’s Cup Event Authority (ACEA), which in turn will host an “Our Bermuda” festival within Bermuda’s Event Village on Front Street from October 16 to 18.

The festival will feature distinctly Bermuda-themed food vendors, exhibitors, sailing exhibitions, fireworks, a concert, children’s activities and entertainers. In addition daylight screens will be provided for fans to watch the races, which are precursors to the final series in 2017, from land in the areas set aside for fans. Six America’s Cup teams will compete on the official race course on Bermuda’s Great Sound.

“This is the first real opportunity for the eyes of the world to focus on the America’s Cup in Bermuda,” said Sir Russell Coutts, ACEA’s CEO. “I know everyone who visits or sees the racing on television next month will understand why we selected Bermuda as the host venue of the America’s Cup.”

The America’s Cup events are sure to have a global audience as sports broadcaster ESPN earlier this month announced it had acquired the exclusive, multi-platform rights to broadcast America’s Cup events in more than 40 territories, including Mexico, Central America and South America. ESPN also has non-exclusive rights to the events in the Caribbean.

Under the agreement, ESPN International will air live racing and highlights of all events in the 35th America’s Cup, including the Louis Vuitton America’s Cup World Series in 2015 and 2016; the Louis Vuitton America’s Cup Qualifiers and Challenger Playoffs; the Red Bull Youth America’s Cup; and the final America’s Cup Match presented by Louis Vuitton from Bermuda in May and June 2017.

“We’re happy to be working with the ESPN team again to build on the strength of what we achieved together in the last America’s Cup,” said Harvey Schiller, the Commercial Commissioner of the America’s Cup. “This agreement will bring America’s Cup racing to millions of fans in Mexico, Central and South America, as well as the Caribbean.”