No its not April 1st!

by Finoa McIIroy on 11 Feb 2003 The sailing community is regarded as somewhat of a gentlemen's club, which means America's Cup 2003 provides the perfect audience for their new sponsor, a new anti-impotence pill.

Cialis, is produced by pharmaceutical/ biotechnology company Lilly ICOS, and will join the two existing America's Cup sponsors - Air New Zealand and Fuji Xerox.

The announcement came at a press conference on Monday, to a burst of giggles and sheepish looks from the media.

Event director Tony Thomas said Cialis were a perfect match for America's Cup 2003 as they involve the same audience, are both global and because the Cialis product launch came within one week of the racing starting.

'The commitment from Cialis, as well as the exciting things planned around Auckland, will provide a tremendous enhancement to the overall fan experience,' said Thomas.

In more ways than one, perhaps.

It is not the first time an erectile dysfunction (ED) drug has been associated with the prestigious regatta. In October, Louis Vuitton Challenger Team Dennis Conner were towed out to the start line with a new sponsors sticker on their boom, Cialis' competitor in the market - Viagra.

But Lilly ICOS global marketing manager Paula Garrett says their decision to support the event was not spurred by the fact that their rival was involved.

'No it wasn't but the fact that we target the same audience means we'll be involved in some of the same areas from time to time,' said Garrett.

The drug will be available in New Zealand from February 24, and was recently launched in Europe and Australia.

Cialis signage is currently being erected around the streets of Auckland and out on the Hauraki Gulf on support boats, umpires and turning marks out on the race course.

The first race of America's Cup 2003 is on Saturday, February 15 between defenders Team New Zealand and the winning Louis Vuitton Challenger Alinghi of Switzerland.

www.nzoom.co.nz