America’s Cup success

Press, 2 December 1985, Page 41

America’s Cup success

Canterbury International has the exclusive rights to outfit the crews of Australia 11/111 and possibly Australia IV, and the South Australian yacht. Other deals are being negotiated. “Canterbury’s sponsorship of the Australia 11/111 crew is looked upon as an investment for the future development of our brand,” said the managing director of Canterbury International, Ltd, Mr David Phillipson. Canterbury International knows its limitations in the strongly competitive trade of activewear clothing, but with a lucky break and some careful nurturing, it has established a clear lead over all its competitors. The lucky break was when Alan Bond, the syndicate head of Australia 111,

was offered some rugby jerseys and shirts for his crew during one of his earlier, unsuccessful challenges. He liked them, the crew likewise, so when he arrived at Newport, Rhodes Island in 1983, his crew had Canterbury clothing among its gear. Other crews were similarly impressed and by the time Australia II had lifted the “Auld Mug” the Italians were the only crew who did not wear some Item of Canterbury clothing. While some firms are spending millions of dollars to be associated with the America’s Cup yachting extravaganza, Canterbury International has spent a fraction of that amount, yet positioned itself at the head of the fleet.