Land Rover and Ben Ainslie Racing (BAR) Will Continue Their Partnership

By - Jaguar Land Rover BAR Ben Ainslie Racing 2017 2018 America's Cup Race

Land Rover will again sponsor BAR in the 36th America’s Cup.

Ben Ainslie Racing (BAR) didn’t win the America’s Cup this year. It got to the playoffs and squared off against Emirates Team New Zealand in Bermuda. However, it ultimately had to bow out of the competition. On the plus side, it can plan and prepare for next year knowing that Land Rover will once again be its Title and Exclusive Innovation Partner.

That means Sir Ben Ainslie and his team will receive help from Land Rover in the form of aerodynamics, machine learning, and human machine interface (HMI) control systems that can improve the performance of his R1 race boat.

The Land Rover BAR team has only been around two years, but has already reached important milestones. Mark Cameron, Land Rover’s Experiential Marketing Director, said, “It would have been fantastic to have progressed further, but you cannot underestimate how significant Land Rover BAR’s achievement has been. To win the Louis Vuitton America’s Cup World Series outright as a rookie team and to successfully launch the Land Rover BAR Academy, also competing here in Bermuda, are real highlights for Land Rover.”

Next year, Land Rover BAR’s goal goes beyond just winning the 36th America’s Cup. It wants to bring the Auld Mug – the oldest international sports trophy – back home to Britain. No team has done in that in a while – since 1851, to be exact. Let’s wish Land Rover BAR luck – and remind them they’ll need to dry the trophy off (if they end up getting it) before they put it in their display case.

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Derek Shiekhi contributes to a variety of Internet Brands’ Auto sites, including J-K Forum , Jaguar Forums, and 5 Series. He's also a member of the Texas Auto Writers Association.

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