Raising the BAR – America’s Cup team, Land Rover BAR embed sustainability
This project's parent organization is Ben Ainslie Racing Ltd
It operates in United Kingdom
It uses Sailing
Winner of the Sport for the Environment Award
More about Raising the BAR – America’s Cup team, Land Rover BAR embed sustainability
After being part of the winning team in the 34th America’s Cup in 2013, Sir Ben Ainslie recognized the opportunity to establish his own challenge for the 35th event. From the outset, the goal was to embrace the ethos of sustainability across social, environmental and economic aspects and the team’s first partnership was forged with 11th Hour Racing, as Exclusive Sustainability Partner. Work began immediately to develop the strategy which covers operations (Smarter Futures), engagement (Inspiring Excellence) and innovation (Driving innovation). A sustainability manager was brought on board from the outset to specifically develop and implement the strategy.