There is an interesting paradox that makes selling yacht racing an interesting challenge at the moment. On the one hand, the sport attracts a desirable demographic of wealthy consumers, while on the other, the America’s Cup and others are trying to dymystify and simplify the sport for wider, more mass-market appeal. However, while there is a crossover between participation in and consuming of sailing, events like Antigua Sailing Week and Cowes Week, should be able to continue to attract brands who don’t mind a bit of elitism. Chivas Announced as Sole Diamond Sponsor of Antigua Sailing Week.