Musashi Sports Nutrition have teamed up with full-service agency Thompson Spencer for the 37th America’s Cup in Barcelona.
The two teams are working to bring the excitement on the Spanish waters home to Auckland, creating a buzz for Kiwis cheering for Emirates Team New Zealand from afar.
For the past 15 years, Musashi has proudly been the official sports nutrition supplier for Emirates Team New Zealand, supporting them in their quest for victory on the world’s most competitive waters. With the team ready to set sail in Barcelona, Thompson Spencer set out to amplify Musashi’s sponsorship in a whole new way.
Wanting to do more than just support from the sidelines, Musashi and Thompson Spencer have together taken ownership of creating a unique opportunity for Kiwis to immerse themselves in the European excitement, right here in Auckland’s Commercial Bay. At the heart of the initiative is a large-scale supporters’ hub, featuring a giant branded cube, specially craned into place, and a full screen display that streams daily America’s Cup highlights.
This way, fans can watch and share in each thrilling moment as it unfolds together, bound by a shared love of seeing Kiwis dominate on the water.
Thompson Spencer also has a dedicated team on the ground in Barcelona, capturing exclusive footage and beaming it back to the Auckland hub. Fronted by the energetic Jesse Tuke, the team’s behind-the-scenes content from “Kiwi Corner” in Barcelona is a welcome sight for those of us at home, as well as a fun and special way to be part of the action for Kiwis lucky enough to be in the thick of it over there.
In addition to the larger-than-life screenings, Musashi and Thompson Spencer have launched ‘Musashi Run Clubs’ in both Auckland Barcelona. Holding fast to their commitment to ‘amplify performance’, these fun and interactive runs follow routes mapped to sailing-related shapes…Monday’s run saw Aucklanders running the shape of a sail through the city streets.
Supporters visiting the Commercial Bay hub can try their skill and strength on the Cyclor, for a chance to compete and see themselves on the leaderboard. Come and give it a try, and be a part of the overall wattage generated.
There’s (something else) in the water
Musashi’s Hydrate drink is brand new to the market, and the Commercial Bay activation provides the perfect platform for lucky supporters to try it out, first hand, along with samples of their established protein bar offerings. With database sign ups to ‘Musashi United’ exceeding expectations, the activation has already proven itself as a hit, both for engagement and brand exposure.
Special guests
Well-known Kiwis have joined the activation to show their support, with UFC fighter Carlos Ulberg swinging in on Monday, and rugby and league superstars, Roger Tuivasa-Sheck and Rieko Ioane kicking off more excitement later in the week.
“We’re always looking for ways to meaningfully connect brands with audiences”, says Thompson Spencer’s CEO and Co-Founder, Melanie Spencer.
“And our collaboration with Musashi for Emirates Team New Zealand does exactly that. Creating an interactive space where fans can feel the excitement – and a very tangible connection to other fans here and in Barcelona – brings a taste of the America’s Cup to life for Kiwis at home. Seeing the moments of magic where sport and community come together has been wonderful to see.”
Vitaco CEO Craig Kearney says, “Our partnership with Emirates Team New Zealand has always been about more than a simple sponsorship – we’ve stayed true to fuelling performance both on and off the water. We’re loving bringing the excitement and energy to New Zealand, giving Kiwis the chance to share in the fun of it all.”
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