sail-world.com
 
 
News Home Cruising Photo Gallery Video Gallery
Sail-World.com : Is Sponsorship Killing Sailing?
Is Sponsorship Killing Sailing?

'Groupama - Volvo Ocean Race. Good branding for Groupama and Volvo, but do you remember the name of the skipper?'    Paul Todd/Outside Images ©

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/


by Editor, Yachtsponsorship.com

  

Click on the FB Like link to post this story to your FB wall

http://www.sail-world.com/index.cfm?nid=105229

4:29 AM Wed 2 Jan 2013GMT


Click here for printer friendly version
Click here to send us feedback or comments about this story.







News - USA and the World































































Formula Windsurfing Youth and Master Worlds overall by International Windsurfing Association,




ISAF Youth Worlds - Laser Radial sailors look to join list of legends
Coville soon to chase solo circumnavigation record in giant trimaran
Fierce competition at the Meanline Fins Slalom Challenge
Volvo Ocean Race - Team Brunel opt for experienced winner
Bakewell-White supermaxi designed to take Transpac's Barn Door Trophy *Feature
Crew rescued by navy patrol from J/111 racer after Mayday in storm
Team Alvimedica practice in Newport, RI - Photos
18 foot skiff European Championship (Open Europeans) - Final results
Nacra 17 European Championships - No action on day 1
ISAF Youth Worlds - 29er and SL16 sailors prepare for battle + Video
Volvo Ocean Race: Eight new crew members named by teams
Volvo Ocean Race: New additions to Spanish team announced
2014 Cape Panwa Hotel Phuket Raceweek - Phuket Island is ready to host
PWA Awaza World Cup - Cyril Moussilmani and Delphine Cousin on top
Foiling Week - Moth Class Italian Open Championship Day 2
America's Cup: Luna Rossa foiling in AC45s at their Italian base
Star World Championship - Germans claim dramatic win in Malcesine
PWA Awaza World Cup - Down to the wire in Turkmenistan
Route Halifax Saint-Pierre - Off to France!
Nacra 17 Europeans - La Grande Motte back in Olympic classes arena
Stena Match Cup Sweden - Hansen hat trick in Marstrand + Video   
Route Halifax Saint-Pierre Race keeps an eye on Arthur   
World Match Racing Tour: See the Finals replay at the Stena Match Cup   
Newport International Boat Show unveils exciting 'At The Helm' Program   
Stena Match Cup Sweden - First blood to Hansen over Canfield + Video   
Star World Championship - Americans claim race win in Malcesine   
PWA Awaza World Cup - Weather halts action on day 4   
Clipper Race - Henri Lloyd wins OneDLL Cup into Den Helder   
Clipper Race - Close match racing in closing stages of the OneDLL Cup   
Volvo Ocean Race: Spanish play catch-up with under 100 days to go   
World Match Racing Tour: Catch the live action at the Stena Match Cup   
Finn Junior Worlds - Battle for the Jorge Bruder Silver Cup   
Mobiles drive traffic - 72% increase in Sail-World.com page view *Feature   
British Open Dragon Championship finale at Royal Lymington preview   
2014 Cape Panwa Hotel Phuket Raceweek - Phuket is ready to host   
PWA Awaza World Cup - Valerie Ghibaudo hits back on day 3   
Star World Championship - Hard fought win on day 4 + Video   
Stena Match Cup Sweden - Action-packed match racing + Video   
Oceans of Hope yacht arrives in Portsmouth   
Bell's Beer Bayview Mackinac Race - Registration details   


For this week's complete news stories select    Last 7 Days
   Search All News
For last month's complete news stories select    Last 30 Days
   Archive News







Sail-World.com  


















Switch Default Region to:

Social Media

Asia

Australia

Canada

Europe

New Zealand

United Kingdom


http://www.sail-world.com/event_images/image/Twitter_logo_small.png http://www.sail-world.com/event_images/image/FaceBook-icon.png  http://www.sail-world.com/event_images/image/RSS-Icon.png

United States

Cruising Northern

Cruising Southern

MarineBusiness World

PowerBoat World

FishingBoating World

 

Contact

Commercial

News

Search

Contact Us

Advertisers Information

Submit news/events

Search Stories/Text

Feedback

Advertisers Directory

Newsletter Archive

Photo Gallery

 

Banner Advertising Details

Newsletter Subscribe

Video Gallery

Policies

 

 

 

Privacy Policy

 

 


Cookie Policy

 

 



This site and its contents are © Copyright TetraMedia and/or the original author, photographer etc. All Rights Reserved.  Photographs are copyright by law.  If you wish to use or buy a photograph contact the photographer directly.
XLXL NEW US
LocalAds   DE  ES  FR  IT