sail-world.com
 
 
News Home Cruising Photo Gallery Video Gallery
Sail-World.com : Sailing and Sponsorship – you can’t have one without the other
Sailing and Sponsorship – you can’t have one without the other

'CAMPER with Emirates Team New Zealand, skippered by Chris Nicholson from Australia, lead the fleet in the Bretagne In-Port Race, in Lorient, France, during the Volvo Ocean Race 2011-12. (Credit: IAN ROMAN/Volvo Ocean Race)'    Ian Roman/Volvo Ocean Race©    Click Here to view large photo

MarineBusiness-World Editor Jeni Bone looks at Sponsorship and Sailing.

Recently, a feature piece by the editor of UK consultancy site, YachtSponsorship ran on this and other sites in the TetraMedia group, pondering the pros and cons of sponsorship in the sport of sailing, and lamenting that too often, the branding overshadows the sailors.


It was commenting on the 133 page report by organisers of the Volvo Ocean Race, of which a large part was dedicated to the Return on Investment (ROI) for sponsors.

As the author of the article observed '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.

He goes on to quote the report: '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.'

The author then surmises that 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'.

He states: '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/

In my experience as a journalist in marketing and media for the past two decades, hearing from the experts on the subject, the onus is on the sport to attract the sponsors and the media, and then leverage the two to catapult their athletes and the sport into the hearts and minds of the public. In other words, get creative.

No sponsorship, no sport.

During the Olympic Games, where we celebrate Herculean effort, regardless of nationality, it's enough to barrack for Australia, go for the team in the Green and Gold - sponsored by the Australian government and a myriad of Olympic Games partners - or do the same for GBR, on USA etc. and then discover the names of the athletes most of us had never heard of in sports we were probably not familiar with.

Tom Slingsby (AUS) who won the Gold Medal today, 06.08.12, in the Medal Race Men’s One Person Dinghy (Laser) event in The London 2012 Olympic Sailing Competition.  onEdition ©  


What's the difference? Sponsors, patrons, team owners underpin every sport, from grass roots to the pinnacle of their pursuit. How else can players and participants afford to compete? Ask Rolex, the timekeepers for sailing, tennis, skiing, golf, motor sport, equestrian, the arts and exploration.

www.rolex.com/en/world-of-rolex/sports-and-culture

Chris Styring, General Manager at Sweeney Sport & Entertainment, says there is no doubt the Volvo Ocean Race and other high profile international sailing events such as the America’s Cup offer great value to sponsors and commercial brands at the expense of the individual athletes, in this case key crew members.

'With events such as the Volvo Ocean race, the boats are the heroes not the athlete and the focus is more around the technology and innovation that goes into the boats despite the fact that these crews are super fit, full time athletes much like any other sports people at the elite level.'

And he agrees with the YachtSponsorship article that people follow athletes not brands. 'However it missed the point that people purchase brands and are significantly influenced by seeing certain brands within the context of sporting events or linked to their favourite athlete,' Styring points out.

'People are often driven to purchase aspirational brands they see displayed at their favourite sporting event or worn and endorsed by their favourite athlete. If this were not the case, the entire sports marketing, athlete/celebrity endorsement world would cease to exist.

'These days with the ever increasing costs of sport, particularly high tech sports such as sailing, sponsorship funding is vital but the key is to find a balance that gives the fan someone to follow and the commercial partner a platform to promote their good or service off the back of the association.'

Styring refers to Formula One which he says 'seems to have struck a sound balance with high visibility for brands on cars, driver and team apparel that gets picked up by the enormous global TV audience the sport nets whilst continuing to make the driver the focus and hero'.

'F1 fans tend to follow the drivers not the teams however a winning team will offer a brand a following that is almost without parallel.'

Like Formula One, ocean racing like the VOR – the world’s toughest and longest sailing race – is not intended to drive people to rush to join the sport at that level.

Camper’s Stu Bannatyne on the helm as they pass 2011-12 overall Volvo Ocean race winner, Groupama, on the way to win Leg 9 of the Volvo Ocean Race 2011-12 -  Hamish Hooper/Camper ETNZ/Volvo Ocean Race©   Click Here to view large photo


But rather the event should aim to enervate the public with an epic tale of a top-class battle on the high seas. This the VOR did admirably for the 2011-12 event, disseminating the right information supporting each leg to generate a buzz in each port and around each branded boat - the identities onboard included in that.

The VOR sailors became stars to the broader public as we came to understand their feats. The crews and their credentials became of interest as the race gathered momentum. Each boat was imbued with its own identity, composed of a mix of nationalities and their achievements as individuals – how many VORs, America’s Cups, Olympic Games, World Championships to their names, their backgrounds and interests.

Flying the flag for Camper -  Jeni Bone   Click Here to view large photo

In 2011-12 VOR , sponsors such as Camper Emirates Team New Zealand, Groupama and Sanya, worked to take their brands to new markets gaining an ROI many times greater than their investment through media exposure they could never buy.

In each port, the media was abuzz with the achievements and trials of each team and the crews gained prominence via interviews with local TV, magazines and radio – as well as, crucially, the multimedia specialist onboard providing non-stop feed via the team’s website and on social media of each leg, the technical challenges, conditions and each crew member’s experience along the way.

huge walls of white water crash over the deck onboard CAMPER with Emirates Team New Zealand during leg 8 of the Volvo Ocean Race 2011-12, from Lisbon, Portugal to Lorient, France. (Credit: Hamish Hooper/CAMPER ETNZ/Volvo Ocean Race) -  Hamish Hooper/Camper ETNZ/Volvo Ocean Race©   Click Here to view large photo


Each team’s website reflects the sophistication of the brand’s planning and execution of this facet of their marketing, with 'Who We Are' brand information, 'Meet the Crew' and buy our merchandise highly visible.

We are talking about many millions of sponsorship dollars - between 10 and 60 in the case of the VOR - which goes to funding the crews, support team and managers, advancing the technology, paying for the PR people, the events and consumer marketing for the two or so years of the event. Its naming rights sponsor and event owner is Volvo - a car, truck and engine company, which places a Volvo museum showcasing the brand, its history, technology and latest models at every port. THAT is leveraging sponsorship, reaching the people through the sport.

Like all forms of marketing, promoting a brand through sponsorship is a gradual and repetitive process.

Thus, it is envisaged, sailing and the yachting lifestyle will ignite people’s imaginations and become a desirable pastime – whether that’s following or participating. People will eventually look for ways to access the lifestyle whether it’s through lessons, social sailing, chartering a sail boat or dusting off the tinnie and getting out on the water.

Rounding Eeragh Ltho Camper has a small lead heading to Galway - Leg 9 Volvo Ocean Race -  Virtual Eye-Volvo Ocean Race   Click Here to view large photo


The fact that the first sponsor has signed up for the 2014 VOR, a 'global hygiene and forest company' called SCA to support an all-female team, and this crew could feasibly win (given the variables of tactics, equipment, stamina and good fortune) broadens the race's appeal – dare I say doubles it, for a picky public that has been asking 'where are the women' for many years, according to Richard Brisius, who will manage the team for Atlant Ocean Racing.

The SCA entry, its crew – yet to be selected but at that level, likely to comprise of Olympians, World Champs and seasoned sailors from around the world – will no doubt inspire the next generation of women sailors and give us all another team to cheer for as they limp or cruise victorious in to the next port. Who sponsors them is just a matter of whether that crew flies red, black, green or pink sails with a logo ablaze on them.

It's up to sponsors to leverage their investment with media, events, activities in port, AND it's up to sailing/yachting and event organisers to take advantage of the media interest to promote the virtues of their sport and those competing.

The VOR 2014-15 route will be announced later this month.


Some of the facts that fuel the imagination!

» The Volvo Ocean Race is the longest professional sporting event in the world, a round-the-world yacht race for professional sailors that is held every three years. Each edition of the race lasts around 8-9 months and teams face extremes of temperatures ranging from -15 in the Southern Ocean to 45 degrees at the equator.

» The race began life in 1973 as the Whitbread Round the World Race and is renowned as one of the Big Three events in the sport, along with the Olympics and the America’s Cup. No sailor has won an Olympic gold medal, the America’s Cup and the Volvo Ocean Race.

» Former winners of the Volvo Ocean Race include legendary fgures in the world of sailing including Sir Peter Blake, Grant Dalton, Paul Cayard and Torben Grael.

» The most recent edition, the 11th, started in Alicante, Spain in October 2011 and fished in Galway, Ireland in July 2012. The race also visited Cape Town (South Africa), Abu Dhabi (UAE), Sanya (China), Auckland (New Zealand), Itajaí (Brazil), Miami (USA), Lisbon (Portugal) and Lorient (France) – a total of 10 Host Ports.

» Six teams entered the race, which was won by the French team Groupama, skippered by Franck Cammas. The goal for the next race is to have between eight and 10 teams on the start line.

» For the last three editions, the teams have raced in 70-foot (21.5 metre) Volvo Open 70 racing yachts. For the next two editions, the teams will race in new one-design 65-foot boats (see separate sheet). Male and mixed teams will be limited to eight sailors plus one non-sailing Media Crew Member. All-female teams will be allowed two extra sailors, so 10 plus one non-sailing MCM.

» Uniquely in professional sport, the Media Crew Members are embedded reporters who send back HD video and stills, text updates and audio reports direct from the racecourse. They are not allowed to help out in sailing the boat.

» The race was renamed the Volvo Ocean Race for the 200102 edition. It is owned by Volvo Car Corporation and The Volvo Group.

» The next race will run from 2014-15 and the route will be announced at the end of 2012 or early in 2013.

More at www.volvooceanrace.com


by Jeni Bone

  

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

http://www.sail-world.com/index.cfm?nid=105370

6:27 AM Mon 7 Jan 2013GMT


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


Related News Stories:

22 Dec 2012  Volvo Ocean Race - Notice of Race for 2014-2015 edition released
17 Dec 2012  Volvo Ocean Race: Southern Spars to be mast supplier for Volvo 65
10 Dec 2012  Christmas Special: Images offer from Paul Todd for Sail-World readers
24 Nov 2012  Volvo Ocean Race: New angles, amazing footage for next edition
29 Oct 2012  Volvo Ocean Race: Big surge in viewership says report
27 Oct 2012  Volvo Ocean Race: 'You're gonna see a boat that's really cool'
01 Oct 2012  Volvo Ocean Race: The Volvo 65 deck layout takes shape
08 Sep 2012  Volvo Ocean Race: Plugging in the new one-design – first pictures
08 Sep 2012  Volvo Ocean Race: From paper to plywood - in pursuit of perfection
31 Aug 2012  Volvo Ocean Race - Dutchman Tom Touber named COO






News - USA and the World

Touch2Play had the great fortune of participating in what would be the largest yet gathering of J88’s to date. Quantum Key West Race Week would serve as a chance to see how boats lined up against one another in conditions that covered the full range. For this event we had Rob and Sandy Butler, Steve Leibel, Keven Piper, Coleen Walsh and myself, Larry Huibers. ... [more]  

As the Barcelona World Race leaders race to the Crozet Islands, once again their paths have diverged – Neutrogena around 200 miles to the south-west of first-placed Cheminées Poujoulat on the water, and gaining around 40 miles in the past 24 hours. ... [more]  

For the Tokyo 2020 Paralympic Games the International Paralympic Committee (IPC) will announce on Saturday (31 January) at 10:00 CET the final line-up of sports. ... [more]  

On a high octane first day of the ISAF Sailing World Cup Miami on Monday (26 January) Giles Scott, Alison Young and the Paralympian Sonar trio of John Robertson, Hannah Stodel and Steve Thomas saw the best possible start to their 2015 sailing seasons with double race victories. ... [more]  

On the opening day of racing at ISAF Sailing World Cup Miami, presented by Sunbrella, it was sunny and bright. It was storming and raining sideways. It was sunny and bright. ... [more]  

On the opening day of racing at ISAF Sailing World Cup Miami, presented by Sunbrella, it was sunny and bright. It was storming and raining sideways. It was sunny and bright. ... [more]  

RC44 World Championship Leg 1 gets underway on 24th March until 29th March 2015. The RC 44 Class is unlike any 40 foot sailing yacht ever designed, and the reason for that is simple. She is a high performance one design yacht created for top level racing in international regattas. If one was to compare this concept to racing cars, then we would be talking about the F1, NASCAR or similar. ... [more]  

On Day 1 of the ISAF Sailing World Cup Miami, Presented by Sunbrella, America's premier Olympic and Paralympic classes regatta, featured the full range of what sailing in Miami has to offer. Over 850 sailors enjoyed strong breeze for the duration of the day, in addition to a brief but powerful rainstorm. ... [more]  

ISAF Sailing World Cup Miami - Giles Scott (GBR) said last week that he hoped his unbeaten run would continue, and based on Monday’s form at the Sailing World Cup Miami, the 2014 World and European Finn Champion is giving it a pretty good shot ... [more]  

ISAF Olympic classes regatta Miami 2015 images provided by photographer Ingrid Abery. ... [more]  

Team Alvimedica won a Leg 3 podium place in China after some of the closest racing ever seen in the history of the Volvo Ocean Race. The Turkish-American team protected their position in the final stretch to Sanya, carefully navigating a course peppered with fishing boats along the Vietnamese coast and across the South China Sea to cap off a well-sailed leg to clinch third. ... [more]  

The finish of Leg 3 of the Volvo Ocean Race in Sanya, China just before noon on January 27, 2015 marked an unbelievable end to a magnificent leg for Dongfeng Race Team. After leading the fleet virtually all the way from Abu Dhabi to Sanya in China, over more than 5,000 miles of intense ocean racing, Dongfeng finally crossed the finish line in first place ... [more]  

Winner of Leg 3 of the Volvo Ocean Race, Dongfeng, have released footage taken from a drone launched from the Volvo Ocean Race yacht, as she sails in light airs on the last days of Leg 3 of the race. It is believed to be the first time a drone, launched from a competitor, has been used in a major ocean race. ... [more]  

World sailing history was created earlier today when Dongfeng Race Team became the first Chinese yacht to have a win in a premier trans-ocean racing event. Her win was also a first in the 41-year history of the Volvo Ocean Race. At 1131hrs UTC the Chinese flagged entry emphatically won Leg 3 in their home port of Sanya to take the overall leadin the 40,000nm event with six stages to go. ... [more]  

On the morning of the 26th of January, the Maersk Line ship MV Stockholm delivered the Team Vestas Wind's damaged VO65 to the port in Genoa, Italy. From here she will be taken to the Persico building facilty where the rebuild of the wrecked boat will be undertaken. The team's goal is to rejoin the race in Lisbon, Portugal in June, 2015. ... [more]  

Sir Richard Branson’s Virgin Group is considering backing Sir Ben Ainslie’s America’s Cup bid, in a move that would propel the fortunes of the Olympic gold medallist yet further. Sir Ben is believed to have asked the Virgin billionaire to consider backing the venture when he and his new wife, Georgie Thompson, spent time on Sir Richard’s Necker Island in January. ... [more]  

To the 91st 2015 Bell's Beer Bayview Mackinac Race significant changes have been made in order to enhance the race experience, and by the looks of it, sailors are embracing them wholeheartedly. ... [more]  

Alpari World Match Racing Tour - Monsoon Cup preview by Alpari World Match Racing Tour
The final event of the 2014 Alpari World Match Racing Tour, Monsoon Cup Malaysia, is to take place in its new home of Johor, the southernmost state of Malaysia, over 10th-14th February. In addition to being the grand finale of the Tour, the event will also see the 2014 ISAF Match Racing World Champion crowned. ... [more]  

In the Barcelona World Race the two lead boats are preparing for a gruelling 3,500-mile game of chase across the Southern Ocean, until the next natural gateway of the course, Cape Leeuwin in south-west Australia. ... [more]  

Quantum Key West Race Week provided the opportunity for the GC32s to make a spectacular debut in the USA. During the five days of racing held in balmy temperatures off the southernmost tip of Florida, crews experienced a range of conditions. ... [more]  

40 year old Charles Caudrelier the skipper of race leader Dongfeng was a major figure of the winning French team Groupama in 2011-12 . With the Dongfeng team now approaching Sanya, almost unstoppable, its worthwhile hearing from Volvo Ocean Race CEO Knut Frostad who is hugely pleased with the current on water situation. ... [more]  

Volvo Ocean Race. The northerly drag race continues, with the stable light wind forecast to drop slightly. The boats have all remained in position, if anything cementing their places with gaps between them increasing slightly through the night. ... [more]  

Volvo Ocean Race Leg 3 - Sailing in a straight line was never supposed to be as tense as this. We’ve been pointing at Sanya for almost a day now and fortunately, Alvimedica, MAPFRE, and Brunel far enough back to not be in AIS range anymore. The problem is they’re not in AIS range anymore. ... [more]  

Volvo Ocean Race Leg 3 - After what can only be described as a frustrating few days of wind and current conditions in the Malacca Strait, the shipping lanes we had to pass were a bit more entertaining as it was upwind which meant some tacking. ... [more]  

Volvo Ocean Race: Leg 3 Finish - Video - Delayed feed by Richard Gladwell, Sail-World.com/nz
Tune in here to see the finish of Leg 3 of the Volvo Ocean race in Sanya. Will sailing history be made? Can Dongfeng become the first Chinese flagged yacht to win a Leg in a Round the World Race? ... [more]  

2015 ISAF Sailing World Cup Miami - Bigger than ever in 2015, with an atmosphere crackling with adrenaline, the ISAF Sailing World Cup Miami, Presented by Sunbrella, was ground zero on Sunday as competitors from 63 countries made their final preparations. ... [more]  

The Chinese entry Dong looks set to create sailing sailing history when she finishes first on Leg 3 of the Volvo Ocean Race, Sanya in two days time. Includes video Currently Dongfeng is 250 nm to the finish line in Sanya and the chasing pack with ADOR ahead in second place 55+ nm behind the Chinese team. ... [more]  

The first of the iconic Great Capes has been passed in the Barcelona World Race with Cheminées Poujoulat rounding the Cape of Good Hope earlier this morning. Bernard Stamm and Jean Le Cam passed 20°E around 400 miles south of Cape Agulhas – the southernmost tip of Africa – at 0935am (UTC) today and have begun the Indian Ocean leg of their race around Antarctica. ... [more]  

The Classic 18fters were racing again on Saturday on Sydney harbour. Michael Chittenden caught the action from a shore vantage point. ... [more]  

When race leader Dongfeng rounded Singapore 60+ nautical miles ahead of the chasing pack, it looked like the final 1200 miles of Leg three would be a procession but over the last day, the Volvo Ocean race leg from Abu Dhabi to Sanya China appears to have tightened incredibly. ... [more]  

US Sailing and Rolex USA announced last week that the 2014 Rolex Yachtswoman of the Year is Stephanie Roble. Her accomplishments on the water last year were recognized by the selection panel for her versatility; her accomplishments as a skipper and as a crew; and her competitive successes on a variety of platforms, sailing against both men and women. ... [more]  

Barcelona World Race - The first of the Great Capes is fast-approaching, with the leading boats in the Barcelona World Race expected to pass the longitude of the Cape of Good Hope at the tip of South Africa tomorrow. As they pass 20°E, the Atlantic Ocean will deliver its verdict – did Cheminées Poujoulat’s east-bound track or Neutrogena’s southerly gamble pay off? ... [more]  

Mardi Gras may not be for another month but US Sailing’s National Sailing Programs Symposium (NSPS) kicked it off early for Oakcliff Sailing this year. This evening, Oakcliff received The Captain Joe Prosser Award, given to an organization that has made an exemplary contribution toward improving the quality and safety in the training or instruction of sailors. ... [more]  

20 Nations head for 2015 St.Maarten Heineken Regatta
Volvo Ocean Race - Less than 500 miles to go
2015 Quantum Key West Race Week - Fantastic finish
Barcelona World Race: Weather beacons launched midrace
2015 Quantum Key West Race Week - Day 5
Mount Gay Round Barbados Race – Gala prizegiving marks end of event
2015 Quantum Key West Race Week - Day 5 images by Ingrid Abery
Volvo Ocean Race Leader - Dongfeng - the right place at the right time
ISAF Youth Match Racing World Championship - Notice Of Race online
Currently doing scheduled maintenance.
Volvo Ocean Race: Changes to Team Vestas Wind crew
McDougall+McConaghy Moth Worlds: Highlight video released
America's Cup: Oracle crew mate lodges complaint against Tienpont
2015 Quantum Key West Race Week - Day 4 images by Ingrid Abery
2015 ISAF Sailing World Cup Miami - US Sailing Team preview
Quantum Key West Race Week 2015 - A great day
Volvo Ocean Race: Jump seat and Pro-Am race spots up for auction
Lauderdale Olympic Classes Regatta overall
Volvo Ocean Race - Dongfeng? Race Team suffer? damage
America's Cup: Italy to host first America's Cup World Series regatta
Breeze and Sunshine at Quantum Key West Race Week   
Images of the Millennium Cup and Bay of Islands Sailing Week - Day 1:   
2015 Mount Gay Rum Round Barbados Race – Three records broken   
St.Maarten Heineken Regatta - Simplified logistics and fun themes   
2015 Quantum Key West Race Week - Day 3 images by Ingrid Abery   
Millennium Cup: Racing in the picturesque Bay of Islands   
Volvo Ocean Race - Up up and away   
Barcelona World Race - 'Haves' and 'Have Nots'   
Volvo Ocean Race Leg 3 update from Jack Bouttell onboard Dongfeng   
ISAF Sailing World Cup Miami - Game time!   
Extreme Sailing Series™ 2015 – Ninth year ready to rock!   
Foiling GC32s Key West Race Week images by Ingrid Abery   
Mount Gay Rum Round Barbados Race - Crews prepare for big race   
2015 Quantum Key West Race Week - Day 2   
2015 Quantum Key West Race Week - A challenging day   
America's Cup: Spithill leads Oracle reconnaissance team in Bermuda   
Extreme Sailing Series announces new teams and venues for 2015   
Barcelona World Race - Leaders enter the fastest section of the course   
Martinique Surf Pro - Must attend event in the world surfing circuit   
New York Yacht Club Invitational Cup preview   


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 WAS US
LocalAds   DE  ES  FR  IT