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
East Cowes are also home to the islands most supported small sided team FC Bayern Bru who play in the islands Leisure Leagues 6-a-side league at Beatrice Avenue. They won the league title in their inaugural season in the winter of 2013. The East Cowes Redevelopment Project was set up by SEEDA for the flagship project for the Cowes Waterfront Initiate, which includes redeveloping the town centre of East Cowes. It was intended that such changes would create better employment opportunities and a better environment for residents and visitors alike, providing a unique opportunity to improve East Cowes and create better investment