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iShares Cup pulls in the crowds

by Helen Fretter on 23 Oct 2008
Team Aqua and Alinghi taking victory - iShares Cup - Kiel Jean-Marie Liot/DPPI/OC Events

The iShares Cup 2008 media evaluation is nearly complete and the level of exposure generated by this year's spectacular five-event series has smashed the 2007 levels, with over 5 million Euros of media coverage anticipated to be received by the end of November 2008.

Monitoring and evaluation is being conducted by leading media evaluation agency, Sports Marketing Surveys, who concentrated on the iShares Cup key territories of UK, France, Germany, Switzerland and The Netherlands. plus international broadcast media.

Nearly 200 journalists attended the iShares Cup this year, of which over 40 took advantage of the unique 'fifth-man' position onboard an Extreme 40 catamaran; an opportunity to report right from the heart of the racing, by joining one of the 12 international teams that took part.

Simon Greaves, the Financial Times London's FT.com sailing correspondent.
'The iShares Cup's organisers have, with their fifth man spot on the Extreme 40, offered journalists and cameramen a truly unique and exciting perspective to observe close-quarter action at the highest level of international match-racing.

Few opportunities for sailing writers come close to this in witnessing the cut and thrust of competition while being secure in the knowledge that you are being protected by professional sailors and race officials.

The series, with its stadium-style events, also draws in spectators in port cities who relish the thrills and spills on offer - long may it go from strength to strength.'


Key for the 2008 media strategy was the international news distribution, managed by Sunset&Vine|APP, who created unique footage for broadcasters, with local language interviews with skippers and crews taking part, to penetrate those countries that weren't hosting an actual event.

This resulted in over 10 hours and 26 minutes of news coverage after four events, with the footage from the final Amsterdam event still to be evaluated. Key highlights include four appearances on the world's most-watched sport magazine show, Gillette World of Sport, as well as in five editions of the internationally distributed Seamaster Sailing, which is distributed in 137 countries and across 28 international TV networks.

The iSharesCup.com website saw an 86% increase in total visits to the site with a 100% increase in unique users: up to 54,109 in 2008. Over 138,750 videos have been viewed online, with the most popular videos including America's Cup defenders Alinghi's dramatic capsize on Day 1 of the first event in Lugano, and Tommy Hilfiger's spectacular pitchpole and recovery at Round 2 in Hyères. 209 online news and feature articles in French, Germany and English were posted on the site, plus nearly 700 images from across the five events, and 80 videos - including the six feature-length programmes were uploaded to iShares Cup TV.

Amsterdam final on TV soon

The final round of the iShares Cup hosted in Amsterdam will be on TV screens around the world soon. Programme 5 shows all the drama of the final that saw the 10 teams battle to secure their overall placings. Programme 6 is a 'Review' of the season showing all the highlights and action from the iShares Cup 2008.

Sky Sports in the UK and Ireland:

Programme 5 - Amsterdam Final

Friday 24 October 1730 on Sky Sport 2
Saturday 25 October 0200 on Sky Sport Xtra
Saturday 25 October 0400 on Sky Sport 2
Saturday 25 October 0600 on Sky Sport 2

Programme 6 - Review Programme

Sunday 14 December 0600 on Sky Sports 2
Sunday 14 December 1230 on Sky Sports Xtra
Sunday 14 December 1700 on Sky Sports Xtra
Sunday 14 December 2230 on Sky Sports Xtra
Monday 15 December 0400 on Sky Sports 3

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