The World Match Racing Tour (WMRT) has today announced Sigma as its new global digital communications partner as part of its continued drive to bring technology innovations to the world’s best match racing series.
At the heart of the agreement with the Swedish based Sigma will be the development of a state-of-the-art digital communications platform which will be a key delivery mechanic for partners and sponsors to promote their brands, engage with consumers and deliver their marketing objectives. The project will also ensure that WMRT is able to develop new revenue streams as the Tour continues its growth.
With the success of any sports series depending on its popularity and appeal to an ever demanding consumer audience, the ability to deliver an improved news, information, digital content and statistics service for sailing fans around the world will also be catered for by the new platform.
The partnership will also ensure that all media are provided with a world-class digital media centre. The one-stop information service will supply the sailing media with the latest must-have information including press packs, a wealth of video content, analysis, statistics, archive information and photography, all of which will enable them to deliver coverage of WMRT to a new and improved level.
Completing the list of innovations for the new communications platform will be the ability to engage with match racing fans around the world and develop a community through better integration with social media networks. This will allow fans to get under the skin of sailing, while following and engaging with the skippers and crews throughout the season, both during and away from the regattas.
Key Account Manager at Sigma, Per Kündig, said: 'We are honoured to have been chosen as a digital partner to The World Match Racing Tour. Sigma´s team is developing a world class website that will attract the Tour’s various target groups and be a natural platform for the professionals using the website as a tool on a daily basis.'
WMRT CEO Jim O’Toole said, 'As a premier international sailing series we are continually looking to improve all areas of our activities and in particular our communications - whether it is how we communicate with fans or the media, or how we deliver new platforms for our partners to have a voice in the international market place.
The partnership with Sigma will take WMRT’s communications to a new level, and while the first stages of the new platform will be in place ahead of our first race of the 2011 season, we will be looking to constantly develop and evolve our offering as the relationship develops.' World Match Racing Tour website