sail-world.com
 
 
News Home Cruising Photo Gallery Video Gallery

 

Sail-World.com : World Match Racing Tour a marketing platform

World Match Racing Tour a marketing platform

'Mirsky Racing Team out on the water in their Sail Racing gear'    Loris von Siebentha /WMRT    Click Here to view large photo

The World Match Racing Tour is an effective marketing platform for brands to realise their business goals.

Good brand building is at the heart of any successful business, particularly those looking to expand into new markets. With sport transcending international boundaries and speaking a universal global language, the world of sports marketing offers an increasingly attractive platform for marketers.

Sailing is perhaps one of the most universally appealing of all sports properties and with the World Match Racing Tour (WMRT) – sailing’s premier international series - enjoying a global media footprint and cosmopolitan fanbase it has become a powerful vehicle for brands to achieve their business goals.

One such brand that is reaping the benefits of using the Tour as a marketing platform is Sail Racing, a relative newcomer to the sail and fashion clothing industry. With sailing and fashion apparel already a highly congested market place, Sail Racing has used its partnership with WMRT as a key tool in propelling the brand forward in 2010.

Sail Racing International AB was originally registered as a brand in 1977 and then re-established in 1999 under the brand Sail Racing. Since then, the brand has been widely respected for its creation of new innovative products based on sailors’ experiences and needs.

As an aspiring sailing brand with its roots imbedded in Scandinavia, Sail Racing needs to ensure it breaks out of its traditional markets and captures the eyes of sailing fans the world over if it is to become synonymous with sailing.

With TV coverage alone extending to over 180 countries and a commitment to bring six new events on to the Tour by 2013 WMRT is a perfect partner for the Sail Racing to achieve its ambitions.

Outlining the reason’s why WMRT has been such an effective marketing tool for Sail Racing, Marketing Manager, Lars Bolin, said: 'The WMRT is the only monohull tour anyone is talking about so it was only natural for us to want to be involved with it in some way. The fact the Tour is so international is important to us for our various markets and helps us to appear as an international brand – it’s been hugely beneficial in making us visible, not only via TV, Facebook, Twitter and other websites but also at the Tour sites themselves.'

Sail Racing’s involvement with such a broadly based international Tour not only strengthens their ties in existing markets, but also enables them to create a buzz in markets such as Australia, Korea and Malaysia which they would not have been able to reach simply through their conventional marketing activities.

With expansion at the heart of Sail Racing’s ambitions WMRT allows them to fulfil a key strategic goal, explains Bolin, 'Our key markets are currently the Scandinavian countries where we have the biggest turnover, especially Sweden. We also have good markets in Norway and are entering Denmark soon. We also have distribution in Holland, Australia and Japan.

'We are hoping to expand further into the Asian market over the next few years with the help of the Tour but we plan on taking our time and making sure we do it right. The same applies with US and Canada; we believe there is a place for us in the market there.'
WMRT Sail Racing Merchandise on sale at the Monsoon Cup -  Subzero Images -AWMRT?nid=81717  

Sanctioned by the International Sailing Federation (ISAF) with ‘special event status’, the WMRT sits at the pinnacle of match racing and attracts the world’s best sailors. The one-on-one, close to shore and highly technical nature of match racing allows spectators to watch the often heated action at close range – a factor that makes the WMRT unique to other sailing events. This style of competition also means the attributes of both the WMRT and Sail Racing complement one another.

'For us it’s important to show our brand in the correct environment. Ours is hi-tech and innovative, so we need to show our products used in action against the elements so the best way to do that is on a world-class tour with the top sailors in action.'

When referring to ‘top sailors’, Bolin is referring to Torvar Mirsky and his Mirsky Racing Team from Australia. Sail Racing has partnered with Mirsky since 2010 with the aim of using Mirsky’s international schedule to showcase their clothing first-hand around the world. With the skippers gaining a huge amount of coverage from TV to print media, it’s a chance for the brand to be seen by people worldwide. In their first season with Mirsky Racing Team alone, the brand generated a media value of US$310,962 via the Tour.

'Through the Tour we have better contact with each sailor which is crucial to us as a brand. We’ve actually been in discussion with several more teams who are keen to sail in our gear which is very exciting for us.'

Working closely with sailors is important to Sail Racing and the nature of the WMRT makes this possible. This is why Sail Racing have recently taken WMRT veteran Magnus Holmberg onboard as Team Sponsor Manager. Holmberg’s experiences on the Tour will help the brand in moving forward.

The popularity of the Tour’s events and their teams are hugely appealing for sponsors along with the fact sailing as a sport is considered clean and ethical and has many values associated with successful business practice. This combined with WMRT’s ambitious and committed expansion plans makes the Tour and Sail Racing natural partners.

'The Tour is aiming high and has goals to continue to expand and to be innovative. They are constantly looking to the future and that’s something we as a brand are also doing, continually looking forward and focussing on being the most innovative with our sail clothing. We believe it is the perfect match between the Tour and our brand,' added Bolin.

The benefits do not end there. To celebrate the partnership with WMRT, Sail Racing recently created a special limited edition run of 200 White Orca Jackets. This year the Tour will work alongside Sail Racing by having a moveable retail outlet for sailing fans. This will complement their stable of concept stores, online retail merchandise and marketing campaigns.

While Sail Racing is primarily a specialist sailing brand if it is to realise its bigger ambition of breaking into the fashion market, the increased retail footprint will be key offered by the Tour will be vital to its development.

Sail Racing is a company with grand ambitions and knows it needs to be partnered with the best if it is going to achieve those goals. In the WMRT they have identified what they feel to be the best and are already reaping the benefits.

World Match Racing Tour website




by World Match Racing Tour

  

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

http://www.sail-world.com/index.cfm?nid=81717

1:42 PM Fri 25 Mar 2011 GMT






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


News - USA and the World

America's Cup: Louis Vuitton Cup's Yves Carcelle dies at 66 *Feature by Richard Gladwell/Sail-World.com/nz,




















Audi Melges 20 World Championship - ‘Samba Pa Ti’ crowned champion by International Audi Melges 20 Class Association,










Audi Melges 20 World Championship - Final race to decide champion by International Audi Melges 20 Class Association,










Fort Lauderdale International Boat Show - 13 things to See and do by Fort Lauderdale International Boat Show,




Volvo Ocean Race: Update from Team Vestas Wind in images by Richard Gladwell/Sail-World.com/nz,








Audi Melges 20 World Championship - Classic Garda conditions on day 2 by International Audi Melges 20 Class Association,














East to West: A profile of Volvo Ocean Race crew Team Dongfeng
Extreme Sailing Series - First-ever Turkish team to race in Istanbul
Audi Melges 20 World Championship - Race 4 images by Max Ranchi
New Around Britain and Ireland Monohull 40ft and less world record
Detroit Cup - Fifth place finish a difficult result for Neptune Racing
Audi Melges 20 World Championship - Alessandro Rombelli's 'STIG' leads
Volvo Ocean Race: Call of Duty comes first for Team Alvimedica
Audi Melges 20 World Championship - Day 1 images by Stefano Gattini
Helping boaters understand weather basics
PWA Alacati World Cup - Exciting finish on day 2
Match 40s find the surface again + Video
Audi Melges 20 World Championship - Day 1 images by Max Ranchi
Clagett Regatta names first Executive Director
Transatlantic Race - Fleet expanded for 2015 edition
IFDS World Championship overall
Anna Tunnicliffe: Alinghi finishes second - Extreme Sailing Series
2014 18' Skiff International Regatta - Day 2
2014 Audi Melges 20 World Championship - It's go time in Garda
2nd Annual Keith Dinsmoor Regatta September 13-14
Aldo Alessio Regatta - Three days of tight racing
PWA Alacati World Cup - First blood to Van Der Steen and Offringa   
Oakcliff Sailing hosts the Nacra 17, 49er and 49erFX Nationals + Video   
International 18ft Skiff Regatta underway on San Francisco Bay   
Maxi Yacht Rolex Cup 2014 - Quality fleet for Maxi Classic   
Sailing Champions League - which is Europe's best sailing club?   
Weta fun at the Wine & Roses Regatta   
Extreme Sailing Series: The Wave, Muscat claims victory on Cardiff Bay   
International 14 World Championships 2015: Not just for boys   
Rio de Janeiro achieves 50% treatment of sewage outflow *Feature   
2014 AWT Quatro Desert Showdown - Event memorable videos   
2014 18' Skiff Int Regatta: Day 1 at San Francisco - Reversal on beach   
Emirates Team NZ: Last race boost cannot save team from table bottom   
PWA Alacati World Cup - Furious slalom is upon us   
J/111 World Championships - The Winner is Shmokin Joe!   
J/24 US National Championship - Victory for Will Welles’ Cougar   
Extreme Sailing Series: View the Final Day's action - Replay   
NYYC Grandmasters Team Race - Reign continues for Noroton Yacht Club   
WSSR announces new World Record Around Britain and Ireland   
IFDS Worlds 2014 - Final day photos by Tim Wilkes   
2014 Detroit Cup - Morvan wins   


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