Cowes Week after its new sponsor, Lendy - The Property Platform. The festival originates from the Prince Regent's interest in yachting which continued after he became George IV in 1820. The first race started at 09:30 on Thursday 10 August 1826 with the prize of a "Gold Cup of the value of £100" and was held under the flag of the Royal Yacht Club, which later became the Royal Yacht Squadron. Another race was held the next day for prize money only (£30 for first place, £20 for second). Until World War I, big cutters and raters were raced by gentlemen amateurs
Cowes Week including live music and cocktail parties. Marquees are erected in the marinas serving food and drink, and the crowds overflow from busy public houses and restaurants around the narrow high street - the town becomes a hive of activity into the early hours of each morning. Around 100,000 visitors are attracted to Cowes by the festival atmosphere of the event each year in addition to all the competitors. From 2011 to 2016 its official title was Aberdeen Asset Management Cowes Week, named after the title sponsor. For 2017, 2018 and 2019 the event will be known as Lendy Cowes Week,