Catalonia launches a campaign to attract investment during the America's Cup

Catalan Economy · International Events · Tech & Digital Transformation

30 Oct 2023

This initiative falls within the collaborative agreement between ACCIÓ-Catalonia Trade & Investment and the America's Cup, ensuring both the competition's technological and industrial impact and its legacy in Catalonia.

The Catalan Government has launched a new communication campaign aimed at promoting Catalonia abroad as a foreign investment destination on the occasion of the America's Cup Event (ACE) being held in Barcelona. This is a spot produced by ACCIÓ-Catalonia Trade & Investment, the agency for business competitiveness under the Ministry of Business and Labour, and it features Grant Dalton, the CEO of ACE Barcelona and top executive of Emirates Team New Zealand.

This audiovisual piece, which can be seen at, uses the sea as a guiding theme to introduce Catalonia's assets to an international audience in connection with the America's Cup. It highlights values such as Catalonia's strong commitment to technology and innovation, its rich commercial tradition, a readiness for cooperation, and a business approach rooted in openness to talent and projects from around the world.

“Barcelona has innovation as part of its DNA”

Grant Dalton, CEO of the America's Cup and two-times winner

This video will be distributed through an international communication plan by the Government's foreign investment attraction branch, ACCIÓ-Catalonia Trade & Investment, and its digital channels ( The audiovisual piece will also be showcased at major international events and fairs and will be shown at ACCIÓ-Catalonia Trade & Investment's 40 External Trade and Investment Offices worldwide.

The campaign also includes an interview with the CEO of the America's Cup, Grant Dalton, where he explains why the organizers decided to hold the competition in Barcelona in 2024. Dalton emphasizes that the “mere mention of "Barcelona" evokes thoughts and associations for people all over the world.” He highlights that "Barcelona has innovation as part of its DNA" and provides an example of the Catalan government's backing for the project in which hydrogen-powered support vessels are being used for the competition for the first time. Dalton also lists reasons such as the culture, the character of the Catalans, and the understanding by “Barcelona and Catalonia that the Mediterranean Sea must be protected.” He concludes that "the decision to choose Barcelona was very easy."

Guarantee the legacy of the America’s Cup in Catalonia 

This new communication campaign is part of the collaboration agreement signed at the end of August between ACCIÓ-Catalonia Trade & Investment and the America's Cup to ensure the technological and industrial impact and legacy of the competition in Catalonia. The goal is to leverage one of the world's most significant sporting events, taking place for the first time in Barcelona next year, to promote the use of green hydrogen in the Catalan nautical sector, stimulate the activity within the local technological and video game ecosystem, showcase Catalonia to the world, and boost the purchase of products and services from Catalan businesses.

The agreement is one of the initiatives undertaken by the Catalan government since last year to position Catalonia as a global leader in innovation and sustainability in the field of maritime activities and the blue economy. The government collaborates with organizations such as the Barcelona Nautical Capital Foundation to amplify the impact of this event beyond the competition – which is scheduled to take place between August and October 2024 – and to harness its profound technological aspect.  

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