J.P. Morgan
The Client

J.P. Morgan has a long history with sailing, dating back to the first America’s Cup. In the UK J.P. Morgan has been involved with the sport since 2006 when they began their partnership with the Round the Island Race.


Into the Blue manage and promote J.P. Morgan’s sailing sponsorship properties, which include Round the Island Race, title sponsorship of Ben Ainslie’s Olympic campaign and the creation and management of Ben Ainslie’s America’s Cup Team, J.P. Morgan BAR.


J.P. Morgan’s sponsorship of Sir Ben Ainslie from 2006 to 2014 has seen him him win two Olympic Gold Medals to add to the collection, and campaign in the 2014 Extreme Sailing Series in J.P. Morgan colours as his title sponsor . J.P Morgan’ sponsorship of this world class sailor supports values that are important to their business as a world leading asset manager. The sponsorship has further strengthened their commitment and association with British sailing.


J.P. Morgan Asset Management Round the Island Race

The annual J.P. Morgan Asset Management Round the Island Race, organised by the Island Sailing Club, is a one-day yacht race around the Isle of Wight, England.

Round the Island Race 80th Anniversary

The Round the Island in 80 years was a project activated for J.P. Morgan Asset Management in relation to their sponsorship of the Round the Island Race. The activation centred on celebrating the 80th anniversary year of the Race. Into the Blue were tasked with creating a project which celebrated this milestone, created additional media coverage, involved the Race public and had a charitable angle.


The #raceforall social media campaign was a new initiative for the 2013 J.P. Morgan Asset Management Round the Island Race. The ‘Race for all’ ethos was the key message for the campaign, the activation used the Race’s official social media platforms to help build a race community.


The purpose of the #benandrita campaign was to leverage social media support to build J.P. Morgan Asset Management’s (JPMAM) association with Sir Ben Ainslie whilst also introducing the JPMAM brand to a new audience. Into the Blue used Ben’s relationship with his boat ‘Rita’ as the key tool for the activation, with Ben’s own social media pages communicating the campaign messaging and calls to action.

BAR - Team Launch

Ben Ainslie Racing (BAR) was launched in January 2012 by Sir Ben Ainslie, with the ultimate ambition to challenge for the 35th America’s Cup and bring the cup back to Britain.

J.P. Morgan Hospitality - Extreme Sailing Series 2014

Following many successful hospitality programmes for J.P. Morgan including the 34th America’s Cup World Series, Into the Blue activated J.P. Morgan’s title sponsorship of BAR’s 2014 Extreme Sailing Series campaign.