Every syndicate would gladly choose the Prada single sponsorship method but it simply was never an option. Today syndicates often spend more time and energy raising money than building their team and their yachts. They will do whatever it takes. In stark contrast to Italy's Prada, New Zealand's Black Magic is inundated with advertisements for sponsors. The extraordinarily successful campaign is still going strong.
Red socks are now a staple of practically every man, woman and child's wardrobe in New Zealand.
It is a merchandizing bonanza for the other challengers, not by choice but by necessity. Many syndicates opened stores at their compound headquarters along the America's Cup Village to capitalize on every moneymaking possibility. Even teams that have been long eliminated still have their stores up and running. No merchandising opportunity can be overlooked. Stars and Stripes was eliminated in the semifinals but the team store still does a brisk business and it now sells a T-shirt showing a Kiwi bird eating a plate of Italian pasta.