James Lloyd Ashbury (1834–1895) was a British yachtsman and Conservative Party politician, recognized primarily for initiating the first formal challenges for the America’s Cup. He was the son of John Ashbury, the founder of the Ashbury Railway Carriage and Iron Company Ltd.
Ashbury achieved historical prominence in the sport of yachting when he issued a challenge to the New York Yacht Club (NYYC) for the trophy won by the yacht America in 1851. In 1870, he campaigned his schooner Cambria in a single race against a fleet of American yachts. Although Cambria finished tenth, the event established the precedent for international competition for the cup. Ashbury returned in 1871 with a new yacht, Livonia, to compete in a best-of-seven series. This second challenge was characterized by significant disputes over the rules, specifically Ashbury's objection to racing against multiple defending yachts chosen on the day of the race. The controversy eventually led to the modern format of "match racing" between a single defender and a single challenger.
In addition to his sporting pursuits, Ashbury was active in British commerce and politics. He inherited his father’s railway carriage manufacturing business, which provided him with the substantial wealth required for international yachting. He entered politics as a member of the Conservative Party and served as the Member of Parliament (MP) for Brighton from 1874 to 1880.
Ashbury's later life involved business ventures in the United States, particularly in real estate and cattle ranching in Florida. He died in London on September 3, 1895.
