Marzio Perrelli has been appointed CEO of the ACP (America’s Cup Partnership), the unprecedented alliance between the teams participating in the competition that will take place next year in Naples. Like Stefano Domenicali at the top of F1, like Andrea Gaudenzi for ATP, another Italian has been chosen to lead a sport of global relevance. The 174-year-old sailing competition is reaching a watershed moment under the leadership of Grant Dalton, New Zealand's number one, who will continue to serve as president of ACP. The goal is to establish a consistent framework (from the number of participants to the race sites and sponsors) in order to attract investment and increase popularity. Perrelli, 57, a Rome native, has held senior positions in international banking (Goldman Sachs and HSBC) and previously served as vice president of Sky Italia. The registered teams have entrusted Perrelli with the duty of identifying the structures, processes, and rules that will govern the next America's Cup, as well as a commercial structure shared by the consortia, which is both innovative and challenging. What Perrelli can do instantly and effectively for the 38th America's Cup in Naples is to use his experience at Sky in television rights management and the use of new media. The America's Cup in Newport was a gentleman's competition, an aesthetically pleasing image that demanded a long attention span from the spectators (who saw little and from afar). The new America's Cup Partnership is unique in that it provides a bright, rapid, and entertaining entertainment that is designed to attract young people while also generating revenue.