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The Cup is gone

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There seems to be a mistaken belief still about that this (and rugby, and football, and F1 and WRC and Superbowl...) are about sport.

They are not.

They are now a part of a global entertainment industry, predicated on advertising revenue.  YOu can pinpoint when this happened.  Sails that were white became large banners for the sponsor's brand.

Dalton et al are no different to the owners and team managers of any other sporting franchise (that one word should give it away).  Their primary focus is on the income stream - it just so happens that the income stream is maximised when you are winning.

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