Please select your home edition
Edition
PredictWind - Offshore App 728x90 TOP

An interview with Volvo Ocean Race CEO Knut Frostad

by Yacht Racing Forum on 7 May 2015
Volvo Ocean Race CEO Knut Frostad Ainhoa Sanchez/Volvo Ocean Race
Volvo Ocean Race CEO Knut Frostad tells Yacht Racing Forum about the commercial situation of the Volvo Ocean Race and - more generally - about the importance of having a clear vision for the future of the sport of sailing.

Yacht Racing Forum: Knut Frostad, how is the Volvo Ocean Race doing from a commercial point of view?

Knut Frostad: We are in a better place than I feared we could be considering the state of the economy. A good illustration is the response from the venues, which has been positive. Alicante and South Africa witnessed a massive increase of engagement compared to the past, with more local sponsors and a very large public. China and the Middle-East were comparable to the last editions; New Zealand was great as usual. And finally we broke all records in Brazil!

Yacht Racing Forum: The stopovers are much shorter than they used to be. Why is this?

Knut Frostad: They are meant to last approximately nine to fourteen days. Sailing events are often too long, which isn’t good for public and partners. It is better to concentrate the action. For example, we had 34,600 visitors per day on average in Alicante, during ten days. Three years ago, we had 13,000 over 23 days. It felt better this time, and the partners were happier.

Yacht Racing Forum: It also cheaper for your organisation and for the teams…

Knut Frostad: Yes, precisely. But it is harder for the crews, who have less time to recover.

Yacht Racing Forum: Are you satisfied with the media coverage so far?

Knut Frostad: The results are improving. There’s been strong moments; obviously Vestas’ grounding reached a massive, non-sailing audience. Dongfeng also changed the game: they have a growing follow-up in China and they start to reach mainstream media. We started receiving partnerships requests from China, and this is obviously a new market opening up for everyone!

Yacht Racing Forum: What is the event’s commercial value for the teams?

Knut Frostad: First of all, the investment is lower than it used to be - approximately 45% less! As for the media return, it is either similar or increasing compared to the last edition. We measure this precisely thanks to our partners Meltwater, Repucom and PwC. The interesting factor is that the current race leading team doesn’t lead the media coverage ranking. Dongfeng currently leads the media race, amongst others thanks to Mark Turner’s transparency policy. When they broke their mast, he was tweeting before we even had time to breathe…

Yacht Racing Forum: How do you analyse the evolution of new media and social networks?

Knut Frostad: It’s fundamental. Facebook, for example, has become more important than our website. The live coverage is also successful as a digital product. The new technologies allow us to broadcast the arrivals and departures live without being constraint to a set broadcasting schedule. It is cheap to produce and very effective; we had 94,000 people following the arrival live in Cape Town; interesting by the way to note that the arrivals are the most popular shows… In general social and digital media offer a better opportunity for sailing as you don’t have to compete with mainstream sports the same way as on TV. You only have to make good quality and promote it.

Yacht Racing Forum: And it doesn’t cost anything else than the production…

Knut Frostad: That’s right. Last time, our live coverage for traditional TV was expensive and with a disappointingly low audience. Now we control the production and we know the coverage in real time.

Yacht Racing Forum: On a more general note, what is your perception of sailing as a sport, from a commercial point of view?

Knut Frostad: Sailing has a great potential and offers extraordinary opportunities. However, it is still conservative and old fashioned, with unadapted governing structures. Look at golf, for example, fifty years ago, sailing had the same reach. Then golf organized itself professionally, controlling the top of the sport whilst sailing did the contrary. As a result, golf is run very professionally today with a clear definition of what matters in the sport whilst sailing’s commercial entities are still hard to understand for an outsider.

Yacht Racing Forum: Can you give some examples?

Knut Frostad: For example, you can create a new class and organise a world championship tomorrow, or the America’s Cup can change its boats from a day to the next… There are many other examples. The key for the sports’ commercial partners is certainty and visibility. Our sport doesn’t provide this and needs to improve

Yacht Racing Forum: How can / should the sport evolve?

Knut Frostad: I strongly believe that we need a powerful governing body and clear rules for everyone as well as a very strong focus on what makes sailing unique. If the sport of sailing wants to move forward, its key actors need a forum to meet and exchange ideas. That’s why I think the Yacht Racing Forum is important: it is the one and unique opportunity to do this.

Yacht Racing Forum: You have been a keen supporter of the Forum and already confirmed your participation at the next event…

Knut Frostad: Yes, because I strongly believe that we need to discuss the commercial side of the sport, out of the context of a competition. The world of sailing is moving fast. We need to look big, and anticipate the development of our sport!
Switch One DesignSydney Boat Show 2025 - Apply to ExhibitNorth Sails Loft 57 Podcast

Related Articles

Admiral's Cup Paul Wyeth Wednesday Photo Gallery
The wind was lighter, the conditions were overcast, but Paul still makes the action come alive The wind was lighter, the conditions were overcast, but Paul Wyeth still makes the action come alive with his photos. Here's his gallery from the racing on Wednesday in the 2025 Admiral's Cup.
Posted today at 5:26 am
Admiral's Cup PKC Media Wednesday Photo Gallery
Out on the water on Wednesday to capture the lighter wind action Patrick Condy of PKC Media was out on the water on Wednesday to capture the lighter wind action in the 2025 Admiral's Cup. Here are his selection of photos from the racing!
Posted today at 5:06 am
Admiral's Cup Ingrid Abery Wednesday Gallery
Up close and personal with the teams on a lighter wind day Thanks to her long lens and skill, Ingrid Abery got up close and personal with the Admiral's Cup teams on a lighter wind day in the Solent. Enjoy these crew photos, and many more in the gallery above!
Posted today at 4:46 am
America's Cup: Italy's five boat Challenge
‘Il Moro di Venezia', a five-boat programme left no stone unturned The transition from colourful and applauded challenges of 1983 and 1987, to Challengers for the XXVIII America's Cup in San Diego, was a pivotal moment in the history of Italy in the competition.
Posted on 23 Jul
Admirals Cup: Leader board changes - Day 3
The wind and the leaderboard did the big switcheroo on the third day of racing in the Admirals' Cup The wind and the leaderboard did the big switcheroo on the third day of racing in the 2025 Admirals Cup, but otherwise the rich got richer on the regatta leaderboard.
Posted on 23 Jul
Rolex Fastnet Race: Upwind to the Fastnet Rock
The long range forecast for this year's race shows more benign conditions Teams that competed in the last two Rolex Fastnet Races and are returning for this Saturday's special centenary edition will be breathing a sigh of relief looking at the long term forecast.
Posted on 23 Jul
Admiral's Cup Inshore Racing Day 2
Beau Geste and Nola rise in shifty Solent showdown Race Four of the Admiral's Cup brought a tactical masterclass in light airs to the Central Solent. PRO Stuart Childerley set a windward leeward course for both classes, 1.6nm for AC1 and a shorter 1.4nm for AC2.
Posted on 23 Jul
NYYC International Women's Championship update
The final group of five invited skippers is announced The final group of skippers to be announced for the 2026 New York Yacht Club International Women's Championship radiates enthusiasm for this groundbreaking opportunity in one of the world's most famous sailing cities.
Posted on 23 Jul
Admiral's Cup David Maynard Wednesday Gallery
A quieter day on the Solent for the international fleet Wednesday's Admiral's Cup inshore racing in the Solent didn't quite have the wind of yesterday, but David Maynard was out on the water to catch the action in the morning before the wind switched off for a while.
Posted on 23 Jul
Sam Goodchild announced as Henri-Lloyd Ambassador
One of Britain's finest offshore racers has chosen the British sailing apparel brand As one of Britain's finest offshore racers, it is fitting that Sam Goodchild has chosen to become an ambassador for British sailing apparel brand, Henri-Lloyd.
Posted on 23 Jul