Please select your home edition
Edition
Southern Spars - North Technology

Is Sponsorship Killing Sailing?

by Editor, Yachtsponsorship.com on 2 Jan 2013
Groupama - Volvo Ocean Race. Good branding for Groupama and Volvo, but do you remember the name of the skipper? Paul Todd/Outside Images © http://www.outsideimages.co.nz
The Volvo Ocean Race recently released a 133 page report into the previous edition. Much of that report was dedicated to the return on investment received by sponsors of the race. One of the findings of the report was that sponsors of sailing can get better returns than other sports because the brand-name is mentioned more than the names of the athletes. The report says:

'The Volvo Ocean Race occupies an exceptional space in the sporting world as a major property that is universally referred to with a brand name in the title, while offering similar opportunities for sponsors backing individual teams.
The fact that sailors on board are not generally household names across the world can actually help sponsors too. There is little option for media covering the race but to refer to several brand names whereas in other sport, news organisations work hard to avoid making such references. With the Volvo Ocean Race, such avoidance is not realistically possible.'

While this sounds good for sponsors, it doesn’t sound like something that is good for the sport in the long term, especially if sailing wants to create long term fans.

Fans follow athletes or teams, they don’t follow brands, which makes the situation that the Volvo Ocean Race is currently in a bit strange. Race organisers have announced the first entry for the next race. The entry has a sponsor, but it has no skipper and no team – so where are the fans going to come from?

Full story: http://www.yachtsponsorship.com/2012/11/is-sponsorship-killing-sailing/
Bakewell-White Yacht DesignSouthern Spars - 100Naiad

Related Articles

Michael Marshall triumphs at J/22 World Championship
With a second place finish in Thursday’s only race, Mike Marshall, Todd Hiller and Luke Lawrence are the champions. Heading into the 10th and final race, Marshall and Chris Doyle were tied on points at 30. As the 41 teams arrived at CORK in the morning, the after effects of an overnight storm left breeze in the mid-20s, so the Race Committee postponed on shore.
Posted on 25 Aug
Best pictures of the first 4 Acts of the Extreme Sailing Series™
An influx of fresh talent have all added to the hype, but the greatest evolution is the replacement of the Extreme 40. An influx of fresh talent, new venues and a revised race format have all added to the hype, but the greatest evolution is the replacement of the Extreme 40 by a smaller, faster catamaran: the flying GC32.
Posted on 25 Aug
Return to Russia for the Extreme Sailing Series™
Joining the fleet as the season heads into its second half is Gazprom Team Russia, led by WMRT champion, Phil Robertson. With one week to go, the fleet returns to St Petersburg for the fifth Act of the season, presented by SAP, 35 of the world’s best sailors are getting their heads in the game and preparing for the one of the trickiest venues of the season so far.
Posted on 25 Aug
Marshall and Doyle tied on points at J/22 World Championship
By way of a victory in Wednesday’s third race, Mike Marshall, Todd Hiller and Luke Lawrence are tied at 30 points By way of a victory in Wednesday’s third race, Mike Marshall, Todd Hiller and Luke Lawrence are tied at 30 points with Chris Doyle, Will Harris and Adam Burns. Jeff Todd is still in the hunt in third place with 35 points.
Posted on 24 Aug
Debriefing the 2016 Rio Olympics—Sailing news North America and beyond
Editorial Editorial
Posted on 23 Aug
The Clipper Race turns 20!
Throughout the race, tales of crew celebrating birthdays on board filter back and they are always a special occasion Throughout the race, tales of Clipper Race crew celebrating their birthdays on board filter back and they are always a special occasion, likely to remain a completely unique event in their lifetime.
Posted on 23 Aug
A magnificent fleet gathers in Cowes for Etchells World Championship
58 teams from all over the world have entered the championship, hosted by the Royal London Yacht Club. Twenty teams are from Great Britain and a dozen each from Australia and the United States of America. Four entries are from Hong Kong and as far afield as: Bermuda, Ireland, New Zealand, Portugal, Singapore, and the United Arab Emirates.
Posted on 22 Aug
FAST40+ Class to be the first to have honour of racing for One Ton Cup
14 FAST40+ racing yachts are expected, flying the flags of England, Germany, Ireland, Scotland, South Africa and the USA 14 high performance FAST40+ racing yachts are expected for the One Ton Cup, flying the flags of England, Germany, Ireland, Scotland, South Africa and the United States of America. The crew, of which only five can be professionals, come from countries all over the world.
Posted on 22 Aug
Noroton Yacht Club dominates Hinman Trophy Team Race
Sailors often say it’s the little things that make the difference between winning and lose. 2016 Hinman Trophy Team Race - Sailors often say it’s the little things that make the difference between winning and lose. This was the case for Noroton Yacht Club as they won the Invitational Team Race Regatta for the Commodore George R. Hinman Masters Trophy for the second straight year, though maybe not in the way you’d expect.
Posted on 22 Aug
Drama Queen - Goransson wins Melges 32 National Championship
Richard Goransson and his Inga from Sweden team have claimed the 2016 US Melges 32 National Championship 2016 US Melges 32 National Championship - After a weekend of challenging, moderate conditions in Newport, RI, Richard Goransson and his Inga from Sweden team have claimed the 2016 US Melges 32 National Championship hosted by Sail Newport. Capping a weekend full of tight racing with lead changes around the track, it was fitting that the final race had three teams fighting for the regatta win
Posted on 22 Aug