The America’s Cup is the oldest international trophy in world sport and recognised as one of the toughest contests in world sport. After Sir Ben Ainslie lifted the America’s Cup in 2013, it became an uncontainable ambition to bring the ‘Auld Mug’, as it is affectionately known, back to Britain where it all began in 1851.

Ainslie launched Ben Ainslie Racing (BAR) in 2014 before Land Rover announced their global partnership in 2015. Forged together these two British heavyweights aim to deliver the winning combination of highly tuned athletes and innovative technology to challenge for the 35th America’s Cup.

Wing are creating a series of films that demonstrate to the world what this partnership really entails and in-turn giving an insight into the human endeavour and technology journey the team are taking in the bid to win the America's Cup. Here is the first film from the ongoing series, the beginning of the journey and partnership.

Human Machine Interface

WING set out to follow the journey of the newly developed steering wheel for Land Rover BAR. It’s the wheel is the direct link between Sir Ben Ainslie and the boat built to bring the America’s Cup home. Sir Ben Ainslie will be taking hold at the helm as he strives to drive Land Rover BAR’s America’s Cup Class boat to success this summer in Bermuda.

Land Rover BAR Sponsorship Announcement

Celebrating this bold innovating partnership WING followed the story of Land Rover and the story of BAR as they combine to become one powerhouse on land & water.