By SUZANNE McFADDEN
Red moon fever has reached epidemic proportions in Italy.
Prada's prestige in a country where yachting struggles to rate as even a minority sport is spreading with every win they notch up in the America's Cup, about 18,000km away.
Every morning the Prada base in Auckland receives the daily clippings
from Italian newspapers. Some days there are 40 stories in the pile - lauding the victories of Luna Rossa, the "red moon" boats.
New sailing fans are warning their bosses they will be late for work next week when live television coverage of the Cup starts at 1 am Italian time.
Francesco Longanesi Cattani, the team's public relations consultant in Italy, is taken aback by the "tifo" - loosely translated as the ra-ra of cheerleaders, or the overwhelming support of the Italian people.
Just as the New Zealand public were swept away by Black Magic's victory four years ago, the Italians have embraced Prada, who finished top of the heap after three round-robins of the Louis Vuitton Cup challenger series.
"In the mornings you go to a bar at home, and people who up until yesterday didn't know the difference between the bow and stern of a yacht are drinking their cappuccinos and saying 'he failed to gybe at the right moment'," said Longanesi Cattani.
"They have no idea what they are saying, but they are so caught up in it all. Newspapers which normally wouldn't cover sailing have been wrapped up in this Prada phenomenon. It's the magic of the America's Cup - it's seen as the sacred grail, the ultimate sports challenge."
But here and in Italy, you will not see followers dressed in Prada sailing gear. Unlike Team New Zealand, the crew uniform is not sold to the masses.
Prada, one of the world's most exclusive fashion houses, does not see the need to merchandise the kit.
The head of Prada, Patrizio Bertelli, who arrives in Auckland today, did not enter the America's Cup to sell clothing and handbags.
"It's all about Patrizio's huge passion for sailing - it's been a love story," said Longanesi Cattani, a long-time friend of Bertelli.
Prada's victories on the water - 26 from 29 races so far - are seen twice a day on Italy's national television, RAI.
Yachting rarely makes headlines in Italy, where soccer and motor-racing prevail.
Yesterday, in Italy's largest daily sports newspaper, La Gazzetta dello Sport, Luna Rossa rated fourth in the international performance of Italian teams in 1999, voted by some of their one million readers.
Ahead of the sailors were Italy's basketball team, the European champions, world champion Formula One team Ferrari and the national volleyball side who qualified for the Sydney Olympics. Prada ranked ahead of soccer teams Lazio and Milan, and the world champion motorcycling team Aprilia.
Italy has had a taste of this before.
In 1983, Azzura created the first chapter of Italy's America's Cup history.
"Now there are many 16-year-old girls in Italy named Azzura," laughs Longanesi Cattani.
American Paul Cayard is still a hero in Italy after taking Il Moro di Venezia to the Cup final in 1992. Luna Rossa skipper Francesco de Angelis is becoming a household name to rival Cayard, who has his own AmericaOne syndicate these days.
Italy would be in raptures if it was a case of the old hero versus the new in the challenger final on January 20.
By SUZANNE McFADDEN
Red moon fever has reached epidemic proportions in Italy.
Prada's prestige in a country where yachting struggles to rate as even a minority sport is spreading with every win they notch up in the America's Cup, about 18,000km away.
Every morning the Prada base in Auckland receives the daily clippings
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