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America's Cup- Emirates Team NZ pick up Alinghi sponsor for campaign

by Richard Gladwell on 22 Apr 2011
Emirates Team New Zealand skipper, Dean Barker speaks at the press conference to announce their participation in the 33rd America’s Cup and the signing of Nespresso as a sponsor. (L to R) Dean Barker, Richard Vaughan DSVP commercial ops Emirates Airline, Guillaume Cheneau NZ country Manager Nespresso, Bob Field Chairman Toyota New Zealand. Chris Cameron/ETNZ© http://www.chriscameron.co.nz

New sponsors are hard to find in the America's Cup and it was to the surprise of many that Emirates Team NZ CEO, Grant Dalton was able to announce coffee maker, Nespresso as the fifth premium level sponsor at the teams entry confirmation announcement yesterday.

The official announcement, issued in Lausanne, Switzerland describes Nestlé Nespresso S.A., as a worldwide pioneer and reference for highest quality premium portioned coffee. The company also has a previous involvement with sailing events and America's Cup sponsorship.

It is owned by the multinational Nestle brand, who in other food area compete internationally with the New Zealand dairy conglomerate Fonterra.

'We are pleased to continue our involvement in the world of sailing and extremely proud to be part of Emirates Team New Zealand as they challenge for the 34th America’s Cup in 2013,' commented Richard Girardot, CEO Nestlé Nespresso S.A. 'As the longest-standing America’s Cup team, their experience, expertise and innovative mindset, driven by a fighting team spirit is an inspiration for Nespresso and our employees. We wish Grant Dalton and the Team much success in the quest for the ultimate cup.'

Nespresso has a long-standing history of association with ultimate sports and sailing events. The brand was the Official Coffee of the 32nd edition of the America’s Cup as well one the of co-sponsors of Team Alinghi. Furthermore, in 2010 Nespresso launched the first edition of the Nespresso Cup, a unique sailing event, gathering exclusively the Wally class. The second edition of the Nespresso Cup will be taking place in May 2011 in Portofino, Italy.

The official release concluded with comments from Emirates Team NZ CEO, Grant who said : 'Today we welcome Nespresso, a premium Swiss-based, international coffee brand, as a team sponsor for the 34th America’s Cup. Nespresso is well-known in sailing circles, a long-time supporter of the sport. Emirates Team New Zealand values its association with premium international brands like Nespresso, where continuous innovation and commitment to success are a core part of the culture.'

The sponsorship of Emirates Team New Zealand marks a move by the coffee manufacturer to expand further into into new global markets. The company intends to build on the success of Australia as one its fastest growing markets, Nespresso will be extending its presence in this dynamic region in 2011.

To meet increasing demand of coffee lovers in New Zealand, Nespresso will be establishing its market presence this year, with a boutique opening in Auckland planned for September 2011.

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