MarineBusiness-World.com
 
 
News Home FishingBoating Photo Gallery Australian Cruising Sail-World Australia
Sail-World.com : Sailing and Sponsorship – you can’t have one without the other
Sailing and Sponsorship – you can’t have one without the other

'CAMPER with Emirates Team New Zealand, skippered by Chris Nicholson from Australia, lead the fleet in the Bretagne In-Port Race, in Lorient, France, during the Volvo Ocean Race 2011-12. (Credit: IAN ROMAN/Volvo Ocean Race)'    Ian Roman/Volvo Ocean Race©    Click Here to view large photo

MarineBusiness-World Editor Jeni Bone looks at Sponsorship and Sailing.

Recently, a feature piece by the editor of UK consultancy site, YachtSponsorship ran on this and other sites in the TetraMedia group, pondering the pros and cons of sponsorship in the sport of sailing, and lamenting that too often, the branding overshadows the sailors.


It was commenting on the 133 page report by organisers of the Volvo Ocean Race, of which a large part was dedicated to the Return on Investment (ROI) for sponsors.

As the author of the article observed 'one of the findings of the report was that sponsors of sailing can get better returns than other sports because the brand-name is mentioned more than the names of the athletes.

He goes on to quote the report: 'The Volvo Ocean Race occupies an exceptional space in the sporting world as a major property that is universally referred to with a brand name in the title, while offering similar opportunities for sponsors backing individual teams.

The fact that sailors on board are not generally household names across the world can actually help sponsors too. There is little option for media covering the race but to refer to several brand names whereas in other sport, news organisations work hard to avoid making such references. With the Volvo Ocean Race, such avoidance is not realistically possible.'

The author then surmises that while this sounds good for sponsors, 'it doesn’t sound like something that is good for the sport in the long term, especially if sailing wants to create long term fans'.

He states: 'Fans follow athletes or teams, they don’t follow brands, which makes the situation that the Volvo Ocean Race is currently in a bit strange. Race organisers have announced the first entry for the next race. The entry has a sponsor, but it has no skipper and no team – so where are the fans going to come from?'

Full story: http://www.yachtsponsorship.com/2012/11/is-sponsorship-killing-sailing/

In my experience as a journalist in marketing and media for the past two decades, hearing from the experts on the subject, the onus is on the sport to attract the sponsors and the media, and then leverage the two to catapult their athletes and the sport into the hearts and minds of the public. In other words, get creative.

No sponsorship, no sport.

During the Olympic Games, where we celebrate Herculean effort, regardless of nationality, it's enough to barrack for Australia, go for the team in the Green and Gold - sponsored by the Australian government and a myriad of Olympic Games partners - or do the same for GBR, on USA etc. and then discover the names of the athletes most of us had never heard of in sports we were probably not familiar with.

Tom Slingsby (AUS) who won the Gold Medal today, 06.08.12, in the Medal Race Men’s One Person Dinghy (Laser) event in The London 2012 Olympic Sailing Competition.  onEdition ©  


What's the difference? Sponsors, patrons, team owners underpin every sport, from grass roots to the pinnacle of their pursuit. How else can players and participants afford to compete? Ask Rolex, the timekeepers for sailing, tennis, skiing, golf, motor sport, equestrian, the arts and exploration.

www.rolex.com/en/world-of-rolex/sports-and-culture

Chris Styring, General Manager at Sweeney Sport & Entertainment, says there is no doubt the Volvo Ocean Race and other high profile international sailing events such as the America’s Cup offer great value to sponsors and commercial brands at the expense of the individual athletes, in this case key crew members.

'With events such as the Volvo Ocean race, the boats are the heroes not the athlete and the focus is more around the technology and innovation that goes into the boats despite the fact that these crews are super fit, full time athletes much like any other sports people at the elite level.'

And he agrees with the YachtSponsorship article that people follow athletes not brands. 'However it missed the point that people purchase brands and are significantly influenced by seeing certain brands within the context of sporting events or linked to their favourite athlete,' Styring points out.

'People are often driven to purchase aspirational brands they see displayed at their favourite sporting event or worn and endorsed by their favourite athlete. If this were not the case, the entire sports marketing, athlete/celebrity endorsement world would cease to exist.

'These days with the ever increasing costs of sport, particularly high tech sports such as sailing, sponsorship funding is vital but the key is to find a balance that gives the fan someone to follow and the commercial partner a platform to promote their good or service off the back of the association.'

Styring refers to Formula One which he says 'seems to have struck a sound balance with high visibility for brands on cars, driver and team apparel that gets picked up by the enormous global TV audience the sport nets whilst continuing to make the driver the focus and hero'.

'F1 fans tend to follow the drivers not the teams however a winning team will offer a brand a following that is almost without parallel.'

Like Formula One, ocean racing like the VOR – the world’s toughest and longest sailing race – is not intended to drive people to rush to join the sport at that level.

Camper’s Stu Bannatyne on the helm as they pass 2011-12 overall Volvo Ocean race winner, Groupama, on the way to win Leg 9 of the Volvo Ocean Race 2011-12 -  Hamish Hooper/Camper ETNZ/Volvo Ocean Race©   Click Here to view large photo


But rather the event should aim to enervate the public with an epic tale of a top-class battle on the high seas. This the VOR did admirably for the 2011-12 event, disseminating the right information supporting each leg to generate a buzz in each port and around each branded boat - the identities onboard included in that.

The VOR sailors became stars to the broader public as we came to understand their feats. The crews and their credentials became of interest as the race gathered momentum. Each boat was imbued with its own identity, composed of a mix of nationalities and their achievements as individuals – how many VORs, America’s Cups, Olympic Games, World Championships to their names, their backgrounds and interests.

Flying the flag for Camper -  Jeni Bone   Click Here to view large photo

In 2011-12 VOR , sponsors such as Camper Emirates Team New Zealand, Groupama and Sanya, worked to take their brands to new markets gaining an ROI many times greater than their investment through media exposure they could never buy.

In each port, the media was abuzz with the achievements and trials of each team and the crews gained prominence via interviews with local TV, magazines and radio – as well as, crucially, the multimedia specialist onboard providing non-stop feed via the team’s website and on social media of each leg, the technical challenges, conditions and each crew member’s experience along the way.

huge walls of white water crash over the deck onboard CAMPER with Emirates Team New Zealand during leg 8 of the Volvo Ocean Race 2011-12, from Lisbon, Portugal to Lorient, France. (Credit: Hamish Hooper/CAMPER ETNZ/Volvo Ocean Race) -  Hamish Hooper/Camper ETNZ/Volvo Ocean Race©   Click Here to view large photo


Each team’s website reflects the sophistication of the brand’s planning and execution of this facet of their marketing, with 'Who We Are' brand information, 'Meet the Crew' and buy our merchandise highly visible.

We are talking about many millions of sponsorship dollars - between 10 and 60 in the case of the VOR - which goes to funding the crews, support team and managers, advancing the technology, paying for the PR people, the events and consumer marketing for the two or so years of the event. Its naming rights sponsor and event owner is Volvo - a car, truck and engine company, which places a Volvo museum showcasing the brand, its history, technology and latest models at every port. THAT is leveraging sponsorship, reaching the people through the sport.

Like all forms of marketing, promoting a brand through sponsorship is a gradual and repetitive process.

Thus, it is envisaged, sailing and the yachting lifestyle will ignite people’s imaginations and become a desirable pastime – whether that’s following or participating. People will eventually look for ways to access the lifestyle whether it’s through lessons, social sailing, chartering a sail boat or dusting off the tinnie and getting out on the water.

Rounding Eeragh Ltho Camper has a small lead heading to Galway - Leg 9 Volvo Ocean Race -  Virtual Eye-Volvo Ocean Race   Click Here to view large photo


The fact that the first sponsor has signed up for the 2014 VOR, a 'global hygiene and forest company' called SCA to support an all-female team, and this crew could feasibly win (given the variables of tactics, equipment, stamina and good fortune) broadens the race's appeal – dare I say doubles it, for a picky public that has been asking 'where are the women' for many years, according to Richard Brisius, who will manage the team for Atlant Ocean Racing.

The SCA entry, its crew – yet to be selected but at that level, likely to comprise of Olympians, World Champs and seasoned sailors from around the world – will no doubt inspire the next generation of women sailors and give us all another team to cheer for as they limp or cruise victorious in to the next port. Who sponsors them is just a matter of whether that crew flies red, black, green or pink sails with a logo ablaze on them.

It's up to sponsors to leverage their investment with media, events, activities in port, AND it's up to sailing/yachting and event organisers to take advantage of the media interest to promote the virtues of their sport and those competing.

The VOR 2014-15 route will be announced later this month.


Some of the facts that fuel the imagination!

» The Volvo Ocean Race is the longest professional sporting event in the world, a round-the-world yacht race for professional sailors that is held every three years. Each edition of the race lasts around 8-9 months and teams face extremes of temperatures ranging from -15 in the Southern Ocean to 45 degrees at the equator.

» The race began life in 1973 as the Whitbread Round the World Race and is renowned as one of the Big Three events in the sport, along with the Olympics and the America’s Cup. No sailor has won an Olympic gold medal, the America’s Cup and the Volvo Ocean Race.

» Former winners of the Volvo Ocean Race include legendary fgures in the world of sailing including Sir Peter Blake, Grant Dalton, Paul Cayard and Torben Grael.

» The most recent edition, the 11th, started in Alicante, Spain in October 2011 and fished in Galway, Ireland in July 2012. The race also visited Cape Town (South Africa), Abu Dhabi (UAE), Sanya (China), Auckland (New Zealand), Itajaí (Brazil), Miami (USA), Lisbon (Portugal) and Lorient (France) – a total of 10 Host Ports.

» Six teams entered the race, which was won by the French team Groupama, skippered by Franck Cammas. The goal for the next race is to have between eight and 10 teams on the start line.

» For the last three editions, the teams have raced in 70-foot (21.5 metre) Volvo Open 70 racing yachts. For the next two editions, the teams will race in new one-design 65-foot boats (see separate sheet). Male and mixed teams will be limited to eight sailors plus one non-sailing Media Crew Member. All-female teams will be allowed two extra sailors, so 10 plus one non-sailing MCM.

» Uniquely in professional sport, the Media Crew Members are embedded reporters who send back HD video and stills, text updates and audio reports direct from the racecourse. They are not allowed to help out in sailing the boat.

» The race was renamed the Volvo Ocean Race for the 200102 edition. It is owned by Volvo Car Corporation and The Volvo Group.

» The next race will run from 2014-15 and the route will be announced at the end of 2012 or early in 2013.

More at www.volvooceanrace.com


by Jeni Bone

  

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

http://www.marinebusiness-world.com/index.cfm?nid=105370

6:27 AM Mon 7 Jan 2013GMT


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


Related News Stories:

22 Dec 2012  Volvo Ocean Race - Notice of Race for 2014-2015 edition released
17 Dec 2012  Volvo Ocean Race: Southern Spars to be mast supplier for Volvo 65
10 Dec 2012  Christmas Special: Images offer from Paul Todd for Sail-World readers
24 Nov 2012  Volvo Ocean Race: New angles, amazing footage for next edition
29 Oct 2012  Volvo Ocean Race: Big surge in viewership says report
27 Oct 2012  Volvo Ocean Race: 'You're gonna see a boat that's really cool'
01 Oct 2012  Volvo Ocean Race: The Volvo 65 deck layout takes shape
08 Sep 2012  Volvo Ocean Race: Plugging in the new one-design – first pictures
08 Sep 2012  Volvo Ocean Race: From paper to plywood - in pursuit of perfection
31 Aug 2012  Volvo Ocean Race - Dutchman Tom Touber named COO






Marine Business News

The Tauranga Boat Expo has proven a popular attraction for marine enthusiasts outside the main centres. This year, Lancer has chosen to join the show as part of their tour introducing the market to Sea Blade as well as their other exciting products. ... [more]  

NMMA loses E15 fuel U.S. Court of Appeals Decision by National Marine Manufacturers Association
While the battle in the U.S. over E15 might seem a local issue, its plainly has world-wide flow though for the recreationa marine market.The Engine Products Group, a coalition of organizations that includes NMMA, sought to block the EPA decision. ... [more]  

2014 Airlie Beach Race Week - Whitsunday Sailing Club is thrilled after winning the Major Festivals and Events category for Airlie Beach Race Week at the 2014 Whitsunday Tourism Awards. ... [more]  

October 23, 2014: The AUDUSD held steady at 0.8780 while the NZDUSD traded around 0.7915. Geopolitical issues remain a serious threat to stability and market confidence. The NZD will today be lead by the Q3 CPI data out at 10.45am, expectations are for a dip to 1.2%q/q ... [more]  

Next month, Terry Greenwood of British Cycling will be speaking at the 13th International Sailing Summit (ISS). He will reveal the concept behind the triumphant revival of British Cycling as inspiration of an ambitious future for the sailing industry. ... [more]  

In an unprecedented show of unity and purpose, five of Australia’s top fishing and TV personalities have joined the call for the next government of Victoria to establish Port Phillip Bay as a recreational fishing reserve. ... [more]  

We have recently strengthened our team with some key new appointments. Graham Raspass – (founder of SailTime Australia) has joined the team in the role of NSW importer for Beneteau Yachts. In this role Graham will be responsible for all aspects of the Beneteau operations in NSW going forward. ... [more]  

This partnership brings together two truly functional and enthusiastic events for what will become Australia’s premiere 4x4 and marine super expo. But it doesn’t end there. The ethos behind Explore Australia Expo is to substantially grow the consumer pool by enticing and engaging not only the converted enthusiast but also newcomers and those within parallel or fringe categories. ... [more]  

Ferruccio Rossi was recently appointed as new Group President / General Manager of Sanlorenzo Spa, the Italian shipyard leader in the production of strictly tailor made motor-yachts, at the second place in the world ranking of top 20 builders over 24 meters (Global Order Book 2014). Rossi will report directly to the Chairman / CEO Massimo Perotti. ... [more]  

The Barcelona International Boat Show closes its doors in Port Vell this afternoon and confirms a trend towards recovery in the sector. Over the course of five days, the show which presented 120 new products and 650 vessels recorded a large turnover and number of visitors, who were able to take an active part in more than 100 programmed activities. ... [more]  

October 22, 2014: The Slipping USD did support the associated currencies, with the AUDUSD again testing 0.8800, while the KIWI awaits further carry trade. The NZDUSD looked to do gathering strength for another attempt at 0.8000, supported by attractive interest rate differentials, before taking a turn for the worst to trade 0.7935. ... [more]  

RMYC Port Hacking Sailing Division has been using 'Race Logger', an Android App to assist in management of the club’s offshore racing programs. The club has a proud tradition for timely production of race results with Vice Captain, John Barter generally uploading the race result to the club’s website before members have returned to the clubhouse. ... [more]  

The famous Henri Lloyd Summer Sample Sale is on again kicking off Friday 24th October 2014 at the Henri Lloyd showroom in Crows Nest, Sydney! Huge range of samples and discontinued lines from Henri Lloyd's marine, footwear and lifestyle collections for men and women. Discounts of up to 80% off original RRP! ... [more]  

Groupe Beneteau today announced its sponsorship of the US Sailing Team Sperry Top-Sider and ISAF Sailing World Cup Miami. Groupe Beneteau, the parent company of Jeanneau and Beneteau sailing yachts and Lagoon catamarans, is the world’s leading yacht builder, and will now become a significant presence in high-performance sailing with its support of both the US national sailing team ... [more]  

After 18 years leading one of the world’s most influential yacht brokerage houses, Nicholas Edmiston, the founder, is to step back from the day-to-day management of the business. Jamie Edmiston will become Chief Executive with immediate effect, with Nicholas serving as Chairman. ... [more]  

One of Australia's oldest production yacht importers has changed its name to more accurately reflect the products on offer. Effective from October 17, US Yachts will be known as Performance Cruising Yachts. Explaining the name change, former Olympian and Managing Director of the company, Matt Hayes, said it was something he had been pondering for some time. ... [more]  

October 21, 2014: The Dollar continued to retreat under the expected extension of the Fed's QE. The EUR moved to 1.2800, while the GBP booked further gains, to trade 1.6160. Commodity prices remain weak, but the flagging reserve boosted the AUD back towards 0.8800 and the KIWI to 0.7950, despite a fall in consumer confidence. ... [more]  

PredictWind have made significant improvements to the swell forecasting models and added new locations. Integrating the new 50km global wind forecast with ocean current data has created the most advanced swell modelling available online. By combining PredictWind forecast data with ocean current data, the effect of the wind on swells can be accounted for ... [more]  

Imagine finishing the Coastal Classic and relaxing in your own waterfront home at Opua with your boat tugging gently on a deep-water mooring off the lawn. Built to an architect design in 2000, this north-facing waterfront Opua property is a short walk to the marina and boatyard. It is going to auction on November 22. View this Labour Weekend after the Coastal Classic. ... [more]  

The event has historically been conducted at the Brisbane Showgrounds, however as a result of the significant construction and redevelopment of that venue, it has presented many operational difficulties in continuing todeliver a high quality event expected by exhibitors andvisitors to an industry boating showcase. ... [more]  

MMC has presented PaddleNSW with 50 new generation lifejackets so its coaches and instructors can help role model behaviour to further encourage everyone on the water to wear lifejackets. 'The lifejackets will be used to kit out PaddleNSW’s network of training staff and volunteers in key locations across NSW,' said MMC General Manager Howard Glenn. ... [more]  

The Australian marine industry is singing the praises of the fourth annual Gold Coast International Marine Expo, reporting strong sales and even greater prospects in the lead-up to summer. 'Based on exhibitor feedback, the total sales at the Expo alone would certainly be in the order of tens of millions of dollars,' she said. ... [more]  

Headsync, of Newport, R.I., has been named as the East Coast distributor for Gobius products. Gobius’ unique external monitors require no modifications of existing tanks, and unit can adapt to existing onboard gauges. External measuring of black water tanks is more effective because the gauge never comes in contact with the fluid, avoiding clogging issue associated with in-tank systems. ... [more]  

The Australian Superyacht and Marine Export Industry Conference is partnering with the Sanctuary Cove International Boat show for the fifth consecutive year with SCIBS recognizing the international exposure and attraction of industry players the conference brings to the boat show. ... [more]  

2014 Gold Coast International Marine Expo - Marine Syndication, a division of Marine Auctions, was in full swing at the Gold Coast International Marine Expo that took place at the Gold Coast Marine Precinct in Coomera. ... [more]  

More than 13,000 visitors flocked to Scotland’s Boat Show 2014 (SBS14) at Kip Marina, Inverclyde last weekend as the boating world showed off everything from a £500 dinghy to an £800,000 Sunseeker luxury powerboat. SBS14 is the largest boat show in Scotland and the third largest in the UK and, with over £15m worth of boats on display, there was something for every budget. ... [more]  

RYA Scotland Annual Awards - As the end of the year gets closer it is time to review the season and time spent on the water. People taking up the sport for the very first time and the new skills they have learned, the young performance sailors who have brought home national and world titles, the 250 boats and thousands of spectators who witnessed the Commonwealth Flotilla and all the people ... [more]  

2014 Gold Coast International Marine Expo - The awe-inspiring aerial antics of the Extreme High Diving show at this weekend’s 2014 Gold Coast International Marine Expo have a whole new flavour, with McDonald’s signing up as an event partner. ... [more]  

Alongside the line-up yachts and boats by international and local brands, visitors to this year’s Yacht CN will have a chance to enjoy the exciting Moto Surf China Race, passionate samba dances, bikini model shows, international music band performances, and popular international DJ music on-site. ... [more]  

Boyan Slat is a 20-year-old on a mission - to rid the planet's oceans of floating plastic. He has dedicated his teenage years to finding a way of collecting it. But can the system really work - and is there any point when so much new plastic waste is still flowing into the sea every day? ... [more]  

Discover Boating Week starts tomorrow by Boating Industry Association
Discover Boating Week is a celebration of the recreational boating lifestyle and the joys and fun that come with spending quality time on the water. Whether you're a fisherman, paddler or sailor, there is something for everyone. Over 40 events will be taking place across the state from October 18 - 25 and the best part is, they all absolutely free! ... [more]  

October 17, 2014: Markets continued to leak overnight despite attempts by St Louis Fed President Bullard to calm the storm. He advocated further extension of monetary stimulus to combat the sharp collapse in confidence. The European Union is under extreme pressure ... [more]  

Great start to another massive Gold Coast International Marine Expo by Emma Milne/Gold Coast International Marine Expo
The Gold Coast International Marine Expo – open all weekend – is a marquee event for the marine industry and has delivered on its promise of 'all things aquatic – from super yachts and jet skis to kayaks and fishing equipment … and everything in between'. ... [more]  

Australian Sailing Team opens National Training Centre Extension
Research project concludes Glycerine -a clean alternative marine fuel
2014 Fort Lauderdale International Boat Show - About to start
DualDocker welcomes Gerhard Bukac as International Sales Manager
Hood Sails – an Australian sail-making icon
Boating bodies combine to launch First Safer Boating Week
Collinson FX Market Commentary: October16, 2014 - Panic mode in Europe
Brad Stephens named Sales Agent for SMAR Azure in Australia and NZ
2014 Yachting Australia Awards - One day to go
2014 Gold Coast Int'l Marine Expo - One more sleep until massive event
Collinson FX Market Commentary: October15, 2014 - Oil a victim
Teijin Aramid increases prices for Twaron Aramid products
Dr. Shrink tightens distribution in Russia
Doha's Mourjan Marinas – Lusail City to expand
Boats recovery after Sydney storm
Partnership to encourage lifejacket use
The feud that sank Wharro's Wild Thing
Ocean Safety appoints additional Sales Coordinator
Barcelona Int'l Boat Show - 120+ new products and a hundred activities
Discover Boating Week opens up opportunities to participate
Southern Spars team celebrates 25 years of success and innovation   
605 Sportsfish named Australia's Greatest Boats 2015 Finalist!   
2014 Gold Coast International Marine Expo - Multihulls set to dominate   
Gold Coast International Marine Expo - NAB customers the big winners   
Icarus Sailing Media partners with Ace Electronics Enterprise   
ACI launches construction of Marina Slano   
Vaughan Bullivant cuts Daydream Island price tag to $30 million   
Delegate registration opens for marine15   
Sir Ben Ainslie praises British superyacht apprentices   
2014 GC Int'l Marine Expo - Club Marine’s Bart Beek shares the secret   
Collinson FX Market Commentary: October11, 2014 - Ominous correction   
The Barcelona World Race at the Barcelona International Boat Show   
United States Sailboat Show - Alistair Murray honored in Annapolis   
Collinson FX Market Commentary: October10, 2014 - Europe about to blow   
Superior on show at 2014 Gold Coast International Marine Expo   
Gold Coast International Marine Expo - Boats to behold … and much more   
'Largest ever' U.S. Sailboat show cruises into Annapolis   
Collinson FX Market Commentary: October 9, 2014 - KIWI jumps to .7900   
Sail Canada - Keel and Power Programs at AGM   
IBEX 2014 reports 47 percent increase in attendance   


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
  







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 NEW MBW
LocalAds   DE  ES  FR  IT