Photos: New America’s Cup Signs On Seon Place

September 30, 2015

[Updated] With less than three weeks to go until the Louis Vuitton America’s Cup World Series is held in Bermuda, organisers are working to promote the upcoming event, with workers seen today [Sept 30] putting up large Oracle Team USA/America’s Cup signs on the Seon Place building on Front Street.

Six America’s Cup teams are set to compete on the America’s Cup race course in the Great Sound, with official racing on October 17 and 18, with the event also due to include activities both on land and on-water, with food and drink vendors, exhibitors, a concert and more.

Update: If anyone is wondering about the policies surrounding these large signs, which are not often seen on the island, the America’s Cup Act exempted the ACEA from sections 2, 3, 4 and 6[c] of the Advertisements Regulation Act 1911.

Americas Cup Bermuda signs Sept 2015 (7)

Americas Cup Bermuda signs Sept 2015 (5)

Americas Cup Bermuda signs Sept 2015 (3)

Americas Cup Bermuda signs Sept 2015 (2)

Americas Cup Bermuda signs Sept 2015 (1)

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Comments (93)

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  1. Vulcan Trash Cleaner says:

    WOW! wonder who’s pockets got lined to display that!

    • Onion Juice says:

      $77milion going to good use.

    • Keepin' it Real!...4Real! says:

      Or maybe that’s what associates(friends)do.

    • uhhh says:

      First off, Its called sinage… they rent space in the building and therefore want their logo on the building. This is typical and standard practice for companies this large both in and outside of Bermuda.

      Secondly, Americas cup is around the corner, people want to get the feeling that it is….same reason we string up christmas light. Its called being festive.

      Stop being haters (I am pointing at all of you, specially at you Onion Juice). I hope you lot realize foreigners outside of Bermuda read your comments and you unfortunately are giving Bermudians a bad name. Please stop hiding behind your computers and talking trash because you are giving Bermudians a bad reputation. Its no wonder tourism is down….Cheer up, life is not that bad. be grateful for what you have.

      • Come Correct says:

        You expect anything from Madumbo after applauding the 21st century holocaust spokesperson?

        • Onion Juice says:

          Tourism is down because we are too expensive and is boring as S!@#.

          • Come Correct says:

            Yet you constantly moan about this major event.

          • Useless says:

            Would you want to go to a place when you see their own people talking trash about it? .

            I’m sorry you cant find something to do in Bermuda. Maybe you should take advantage of the EU citizenship, do us all a favor, and leave the country.

            Bermuda keeps me entertained night and day. Scuba diving, gold, mountain biking on the trails…. I think its you that is boring!

            • Onion Juice says:

              I’m not gonna fall into the EU citizen Bull S!@#, my ancestors built this island up and I’m staying, but that’s what a certain segment would like, hoping a certain segment would leave so YOU can feel comfortable in OUR paradise, but we WILL remain and every time you see us you will be reminded, we don’t die we multiply.

              • Useless says:

                Clearly they did a terrible job if you are so bored. Do something about it and shut up.

              • Come Correct says:

                My ancestors did too. A convenient part of IRELAND Island you like to forget.

          • Rhonnie aka BlueFamiliar says:

            I can’t argue with the expensive part, but reword the rest to “Bermuda’s a great place to unwind and relax”

            • Onion Juice says:

              Unwind and relax for those who are retired, but for us young bucks we know what FUN is, that’s why every year a bunch of us fly out and have UNADULTERATED FUN !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

          • DTG says:

            So look at the America cup as bringing excitement to a country you call boring….

        • Onion Juice says:

          Even though I don’t agree with him 100% I admire his boldness, the only difference with him and the pro white society in Bermuda is he speaks it without apology while on the other hand the pro white society in Bermuda put it in practice to keep their bloodline pure and speak their views in private.

          • Useless says:

            Shut up with this Pro white BS. I want to see Bermudians strive. I could care less about color. Both my bosses are of African decent and they are great. They are smart, intelligent and don’t complain. The only ones complaining about Pro white BS are the lazy uneducated ones that don’t put in the effort to strive. Roll with the punches, get knocked down but get back up and push through. The only person you have to blame is yourself

          • Come Correct says:

            I take people for who they are at face value along with a good majority on this island. Don’t know what your issue is.

      • Toleratate says:

        Thanks uhhh, could not have put it better. Becoming more and more disgusted with people in my country.

      • Guilden M. Gilbert, Jr. says:


        I fully support Bermuda hosting the AC35 and I have no issue with the signage…….BUT…….those outside Bermuda were reading when under the PLP some Bermudians were dragging Bermuda’s name through the mud….why is expressing disagreement now different?

        Have we not always had persons publicly express dissatisfaction with the Government of the day? Why was it ok under the previous administration but now under this administration we need to be careful what we say because the outside world is watching? Were they not watching back then?

  2. Hurricane says:

    Out something up like this on a building that I own; and whose pocket get lined……hmmmmmmmmmmmm

    • Keepin' it Real!...4Real! says:

      Do you really think he needs the coins for allowing this…never seemed to come across as a greedy rachet individual though…More like Prestige…It comes with his lifestyle.

    • Come Correct says:

      Well yours would have to, if in fact you owned the building.

  3. Spanky says:

    That sweets me bye!!

  4. young observer says:

    Didnt they just have a section about advertising posters/events… this dont look too legal or am I wrong!!

    • mixitup says:

      I’m sure there is something it the new ‘AC Act’ covering this.

    • Keepin' it Real!...4Real! says:

      You just don’t understand do you…well don’t feel bad 90% of Bermudians are right there with you.

    • somuchless says:

      Gotta remember what’s wrong for the normal is always right for the person who has money.

      Remember the taxi driver who had an ad in his back window? Well about a month ago I saw john swan’s jeep have an ad for Americas cup on it.

      What’s the diff? Go figure.

    • skytrain says:

      What a pea brained and short sighted comment.
      It’s what happens in the real world. Professional all the way.
      Our local companies were paid to prepare the artwork,produce the banner,provide the lift,provide the installation staff and that means extra business. The spin offs are already creating extra cash flow. Embrace it instead of looking for negatives.

      • Put More Up says:

        not to some of these idiot posters, can’t see the forest for the trees ( bet that old saying goes over their globes) there are some that just don’t get it, don’t want to, or are constantly NEGATIVE.

      • Vulcan Trash Cleaner says:

        errrr,hmmmm,no,you are wrong,it wasn’t all local companies,do your homework first!

    • Come Correct says:

      It’s a private building not public land, so yes you are wrong…oh and John Swan ones the building.

      • Vulcan Trash Cleaner says:

        learn to type!

        • Come Correct says:

          Because I missed the w on a 3 inch keyboard and auto correct wouldn’t pick it up because it’s a word?

    • Vulcan Trash Cleaner says:

      you are right,they did!

    • Ann says:

      Why don’t all you haters make better use of your time and possibly get a job, instead of posting stupid comments that make no sense to thankfully 90% of the community!

    • dream says:

      You’re wrong. The America’s Cup Act exempts the AC from provisions in the 1911 Advertising Regulations.

  5. David says:

    That looks really cool… and it’s temporary. What’s with the hatin? #getalife

  6. MB says:

    Fantastic, so excited for this event, though most of the other posters seem to get off on being miserable and political about everything. sad lives you lead

    • Vulcan Trash Cleaner says:

      I for one lead a very exciting life,but you,you leave me wondering,no correction,you don’t!

  7. Coffee says:

    With all the technology … Why isn’t it rolling .? Like Times Square !

    • frank says:

      I always thought that spot was good for somthing like that
      Too bad it is not. Electronic

    • Person who knows a little says:

      cause that cost more money?

  8. Neeks says:

    Looks cool! I am placing my money on team Oracle : )

    • pretty good odds? may put a quid on SoftBank. Wonder if all bet shops are giving odds yet

      • Person who knows a little says:

        Wouldn’t place any bets until you see who they are against in the finals and what type of performance they had in the LV series.

  9. kangoocar says:

    After reading the comments from the usual dead heads , I now just shake my head in embarrassment that I am Bermudian!!! Here we an event that actually will pump at a minimum of $100 million into our economy, and we have shallow idjits comparing this sign to the cheap advertising plastered all over the island, of performers that are brought into this island that nobody else in the world has heard of??? What a bunch of sick individuals I have to share my birth place with???

    • Come Correct says:

      You and I agree….F***. It’s all f***ed.

    • Paul Revere says:

      And what if you aren’t into sailing?
      Same difference hey idjit
      Not everyone who isn’t rich or white or at least pretending to be either follows sailing.
      Sailing is and has always been a rich mans sport.
      Sort of like NASCAR,
      Bet you can’t name 1 person of color in either sport on the world stage

      • The Truth and Nothing but the Truth !! says:

        um Bubba Wallace in Nascar ran very well in the truck series the last 2 years driving for Jack Roush with victories as well,,, and now runs in the Xfinity for Roush-Fenway. As far as sailing goes (I`m no sailor) but I am pumped about the AC being here as most normal people would be. If you feel like your out of the loop then that’s on you!

      • kangoocar says:

        Right on que, out comes the subject of race by a plp supporter??? For the record, I am not into sailing either!!! This has all to do with the exposure worldwide and the money we so desperately need being pumped into this island!!!!

        • Paul; Revere says:

          FYI – I voted for Nick Kempe last election and before that Shaun Crockwell

    • Vulcan Trash Cleaner says:

      another one that cannot type or spell!

    • Onion Juice says:

      @ kangoocount, so this event will bring in a minimum of$100 million and we spent $77 million

      • Anbu says:

        He said minimum, or cant u read? God we bermudians r so dumb.

      • Person who knows a little says:

        so even at a minimum we still make a profit…whats so bad about that?

  10. Never never says:

    Lolololol hahahaha Bermudian my foot keep telling yourself that Funny

  11. Thief says:

    This looks fantastic! This is going to be great and I don’t even sail! Bring it all on!

  12. Dis bie says:

    I don’t see a big deal about it really. It’s the first thing people will see entering town. Great advertisement and a good way to get people excited. Whether people want to agree with it or not we are the HOST country for this event. A feat which is pretty big seeing as it will be televised world wide. Let’s just soak up the press and atmosphere while we can and hope we as an island as a whole can reap some benefits. And no I’m not an OBA supporter before some of you clowns start spewing your none sense. I’m just trying to look at it from a positive perspective. Bless

  13. lotta ship says:

    Signs are crass….and illegal.. Just hire johnny barns!

  14. Kim Smith says:

    It seems to me that some people are simply wanting to understand how this ‘signage’ is different such that it doesn’t violate the rules that the other ‘signage’ did (that was recently the subject of police directive to take down). Can someone from the Advertising Commission comment so that we can avoid all of the other rhetoric?

    • dream says:

      The America’s Cup Act exempts the AC from provisions in the 1911 Advertising Regulations.

  15. Strike fund says:

    35 comments (and counting) on a sign.

    This country!

  16. MB says:

    @Paul Revere says:
    There are plenty of people of colour in both sports.
    And btw you could make that comment about a number
    of sports, is that supposed to stop people from being interested and supporting??Geez you are narrow minded

    But how about this-the fact AC
    is coming to Bermuda can help to
    promote the sport among people of colour,
    encourage our youth coming up, so it is not
    seen as a white man’s sport. Bermuda being so small and diverse has the
    opportunity to do this in a very unique way so instead of bashing, what have you done to help get that message out?
    Get on board buddy – Bermuda could play a
    major role in diversity of sailing.

    • Paul; Revere says:

      tick tock, tick tock
      I’m still waiting for you to name someone of color that participates in the sport at that level

      Ring me once you do…

      • Person who knows a little says:

        The point is it doesn’t matter. Sailing at that level(at least in the AC) is vastly dominated by Europe, US, New Zealand and Australia. That is because it is a sport that they heavily support and runs deep in their history and culture(especially New Zealand). Last i checked people of color where minorities in all of those countries.

        To your point of sailing is an elitist sport. Yes it is, but are you really complaining about wealthy people coming here and spending money? If you are you have a special type of stupid that sadly i can’t help you with.(seek professional help)

        As a black Bermudian who does sail and use to sail at a competitive level I can’t deny that its not cheap to get into sailing but there is financial support for those who genuinely have potential and have the drive.

      • Starting point says:

        Your an embarrassment to people of colour (spelt that way in Bermuda BTW).

        Swimming has always been considered a white sport, constant stereotypes about how black people can’t swim etc etc. Yet in Bermuda, our top swimmer (Roy) is black, our top up and coming swimmer is Black, we had the FIRST black female diver at the olympics!!!!! We took what is called a white sport, made it inclusive for all and the rest is history.

        the same can be for sailing, like it or not, this is our real NATIONAL sport, brings more money, more positive attention, more sponsors and we do better at it than almost all other sports, BTW our people of ‘colour’ built and designed some of the most revolutionary sailing vessels in history. If I am a parent of a black child in Bermuda and I look as Football and Crickets latest headlines and I look at Sailing, it is almost child abuse to not get him involved with sailing. What we need from the AC is to build back the the government sailing program, expand the water wise program, expose all our children (including those of ‘colour’ that Paul likes to label) to this magnificent sport.

        you focus on the big names in a sport and instantly decide its not for you? sad that you live the life of a defeatist quitter…hopefully you are not in a place to motivate or mentor a young person, they might as well have a seat next to you on the wall.

  17. The Truth says:

    With the news articles written last month about signs/posters, I am wondering why certain Bermudians are simply “ok” with this?

    This isn’t about race – this isn’t about investment – this isn’t about the economy.

    This is about the law and how it is apparently “ok” for certain groups/entities to comply while others don’t have to.

    • jredmond says:

      Are you serious? This isn’t a sign for some Soca Fete or a bleddy yard sale.

      • The Truth says:


        It doesn’t matter if it is a Soca Fete or yard sale or the America’s Cup – - the law is the law, correct?

        That’s my point.

        • serengeti says:

          No, it does matter that it’s the America’s Cup.

          So jredmond is correct.

          • Come Correct says:

            It doesn’t matter what it advertises. If you pay the owner of the privately owned building you can advertise a reggae concert, sail boat race or your own tap dancing penguin show. The difference is private property and public land.

            • serengeti says:

              The difference is that the America’s Cup Act 2015 applies. It’s nothing to do with it being a private building.

              • Come Correct says:

                Haven’t read the act so I really can’t comment on it.

        • jredmond says:


    • Anbu says:

      How can u say its not about race and then use the word “certain” bermudians? Anyone with even half a brain knows what u mean when u say it. This country is doomed. Bermudians cant even see the potential profits from this event just because the majority dont look like them. This country is so backwards its almost funny. Moan and complain about a sign when there is so much more crap going on that needs to be fixed. No amount of bailing is going to stop this ship from sinking. Smh

      • The Truth says:


        The term “certain” Bermudians has no allusion to race. I used the term “certain” Bermudian to indicate those who believe that there should be questioning of this government or any concerns raised in regards to the America’s Cup. Those persons are both black and white – thus your concerns about my use of “certain” is mute.

        Interestingly enough, we both agree on something. We have better things to discuss in this country then this sign; however, if we ignore the small things, they grow into major issues – i.e. our road traffic issues, our race issues, our political issues.

        Not a mountain, but this molehill can, and should, be dealt with correctly – don’t you think?

        • serengeti says:

          This molehill is being dealt with correctly and legally. Which is why ‘certain Bermudians’, as you put it, don’t have a problem with it.

    • Person who knows a little says:

      Private building.

      • The Truth says:

        @Person who knows a little:

        Please review the law – - the fact that the building is private doesn’t change the law.

        • dream says:

          The America’s Cup Act exempts the AC from provisions in the 1911 Advertising Regulations.

    • serengeti says:

      The America’s Cup Act exempts the AC from provisions in the 1911 Advertising Regulations.

      So your allegation that it is ‘apparently ok for certain groups not to comply with the law’ is just nonsense.

      • dream says:

        Please repeat loudly cuz some of the dumb*** commentators here need to understand.

      • The Truth says:

        I stand corrected only on the legal aspect of the argument… the fact remains that the law was specifically altered to allow this type of advertising to occur specifically for the America’s Cup – - or will you deny that fact as well?

        • serengeti says:

          What do you mean ‘deny that fact as well’? I haven’t denied any ‘facts’. I just denied your ill-informed rants about what is and is not legal. You were wrong.

          The AC law was specifically put in place to allow this type of advertising, and to make provision for everything else necessary for a successful AC.

          Let’s face it, you were completely wrong when you ranted about it being ‘against the law’ for ‘certain groups’, so now you’re clutching at straws.

          Just like all the other automatons who want to criticize every last thing that is anything at all to do with the AC, whatever it is. Well, we all see through you.
          What a bunch of losers.

  18. cuphalffull says:

    I personally LOVE THIS! Well done AC! So excited for the World Series Event! This is an AMAZING FOR BERMUDA! WooHoo!

  19. AS YOU ARE says:

    Advertise there for the next Beyoncé concert! Did I spell that correct.

  20. Bill says:

    Boy!….The Tourism Authority are going to start paying themselves another bonus for this being outside their office window!.

    Sad…this could be any city in the U.S.A.