Sailing And Sponsorship Opportunities

by Monsoon Cup on 20 Sep 2011 KUALA LUMPUR/PULAU DUYONG (20th September 2011): With the Monsoon Cup just round the corner, the time is right for sailors to hook a good sponsor. Even Malaysian Match Racing Championship (MMRC) defending champion, Jeremy Koo, is currently on the lookout for sponsors as funding is required to for his campaign to get ahead of the competition.

Out of the 1500 skippers registered as a team on the International Sailing Federation (ISAF) website, only 200 of the top sailors are likely to receive some level of support and sponsorship. And of that number, only the top 20 are immediately capable of clinching sponsorship deals and deriving value for their sponsors.

No one knows the importance of attracting sponsorship opportunities better than Dato’ Peter Gilmour, Race Advisor to the Monsoon Cup. With over 25 years of experience in the business of sailing, Gilmour has played many different roles including competitor, team manager, consultant, and event organiser. He is also the Brand Ambassador for Yanmar, which sponsors his team, YANMAR Racing.

Gilmour explained, “Sponsors typically look for a holistic connection. For example, a corporation from Johor would be more inclined to sponsor a sailing team from its own state due to the homegrown link or a market they may be expanding in to. Sponsors also seek deep value from their sponsorship, as in whether the sailor can deliver an outstanding performance, generate above par media value and be a good representative of the organisation both internally and externally.”

The match racing expert added, “In order to achieve all these, teams need to start looking like a team by being in it for the long haul and projecting consistency. This can be achieved by maintaining the same team members, showing a deep commitment to the sport, and proving themselves through results that show an upward trajectory.”

Sports sponsorship is one of the most valuable investments a corporation can make as associating the brand with a healthy, positive and challenging activity increases brand awareness, improves interest in the company’s products and services and fosters brand loyalty. Associating the corporation with an event that is unique, successful and of world-class standards magnifies the credibility of the company. Furthermore it can go exponential very quickly with the unexpected performance of the team.

Gilmour emphasised that the benefits of sponsoring a team geared towards the Monsoon Cup are manifold. “The Monsoon Cup is an award-winning event that offers both national and global brand exposure. It is also associated with sports developments programs and is well supported by the government. Sponsorship can be a powerful platform for companies to position themselves within niche markets.”