Bringing America’s Cup excitement to Auckland with Musashi and Thompson Spencer

AUCKLAND, Yesterday: Musashi Sports Nutrition has teamed up with Thompson Spencer for the 37th America’s Cup in Barcelona, creating a buzz in Auckland for Kiwis supporting Emirates Team New Zealand from afar.

For fifteen years, Musashi has been the official sports nutrition supplier for Emirates Team New Zealand, supporting their quest for victory. Now, with the team sailing in Barcelona, Thompson Spencer is amplifying Musashi’s sponsorship.

Musashi and Thompson Spencer have created a unique opportunity for Kiwis to experience the European excitement in Auckland’s Commercial Bay. At the heart of the initiative is a large-scale supporters’ hub, featuring a giant branded cube and a screen showing daily America’s Cup highlights.

Thompson Spencer also has a team on the ground in Barcelona, fronted by Jesse Tuke, capturing behind-the-scenes content from “Kiwi Corner” and sending it back to Auckland, giving fans a special connection to the action.

Musashi and Thompson Spencer have also launched ‘Musashi Run Clubs’ in both Auckland and Barcelona. These interactive runs follow sailing-themed routes, like Monday’s sail-shaped run through the city, encouraging fitness and community spirit.

“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.” – Melanie Spencer

Supporters at Commercial Bay can test their strength on the Cyclor, competing for a spot on the leaderboard. It’s a fun way to get involved while generating wattage together.

Musashi’s new Hydrate drink is available for lucky supporters to try, alongside their established protein bars. With database sign-ups to ‘Musashi United’ exceeding expectations, the activation has already proven itself a hit.

Special guests have joined the fun, including UFC fighter Carlos Ulberg, with rugby stars Roger Tuivasa-Sheck and Rieko Ioane adding 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 fueling 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.”