Monsoon Cup- Audit shows outstanding return on investment

by Monsoon Cup on 16 Jun 2010 KUALA LUMPUR (JUNE 16, 2010): The Monsoon Cup continues to meet its target to make Malaysia and Terengganu known to the world after another successful staging of the final race of the World Match Racing Tour last year.
 
Besides being the final leg of the Tour, the Monsoon Cup was the venue which decided the outcome of the world title. New Zealand's Adam Minoprio became the youngest ever ISAF Match Racing World Champion when he won the Monsoon Cup in Terengganu.
 
Three independent auditing firms - Brand Advantage, Boulder Creek International and MSC Technology Centre - undertook the exhausting task of evaluating the benefits the Monsoon Cup has delivered to Malaysia.
 
They concluded that the Monsoon Cup delivered an overall KPI Achievement of 97.5% while the Event Media and Brand Value to Malaysia was RM538,833,381, or an incredible 26 times the Return on Investment.
 
This figure not only includes print media value of RM24,367,767, international broadcast media value of a staggering RM270,658,458 and estimated visitor expenditure of RM7,083,992 but also includes tangible and intangible benefits as measured by Brand Advantage's exclusive proprietary economic model of valuing an event's rights and benefits.
 

Youth and Sports Minister YB Dato' Ahmad Shabery Cheek was delighted with the KPI as his ministry has been working hand-in-hand with the organiser to ensure the Monsoon Cup was a success.
 
'I would like to thank the organiser for a job well done but urged it not to rest on its laurels as the 2010 Monsoon Cup is less than six months away. Hopefully, the KPI achievements will be even better,' said Dato Shabery.
 
'We are also encouraged that the Monsoon Cup has made professional match race sailing more accessible to Malaysians as there was a rise in the number of local teams in the Malaysian qualifiers where 13 teams comprising 65 sailors, battled it out for the right to represent Malaysia on the world scene.
 
'Hopefully, we will see a Malaysian team regularly competing in the World Match Racing Tour in the near future.'
 
Dato Shabery was also pleased to note the Monsoon Cup was broadcast in 183 countries, achieving a total of 1.63 billion viewers in terms of possible penetration households reach of international television broadcast. This is a marked improvement as in the first year, only 45 countries showed broadcast of the Monsoon Cup.
 
Monsoon Cup chairman Tan Sri Sabbaruddin Chik said: 'The Monsoon Cup has grown in stature since 2005 and has become a much anticipated event.


'Last year, for the first time, more than 100,000 spectators flocked to Pulau Duyong to watch the world's best sailors in action. The 101,794 fans who turned up in 2009 is double what we experienced in 2008 when only 52,762 spectators witnessed the races.

'The 2009 Monsoon Cup also earned three international awards from the World Match Racing Tour as it was named Best Overall Event in 2009,Best Spectator Experience (for Hot Seat) and Best Innovation (for television production).
 
'We would not have achieved so much in a short space of time without the help of the Malaysian and State Government and our sponsors.'
 
This year's Monsoon Cup is scheduled from Nov 30- Dec 5.