MarineBusiness-World.com
 
 
News Home Australian Cruising FishingBoating Sail-World Australia Photo Gallery

 

Sail-World.com : World Match Racing Tour promises brands high returns

World Match Racing Tour promises brands high returns

'Taylor Canfield being interviewed by television crews during qualifying session 2 of the Argo Group Gold Cup 2010 - World Match Racing Tour'    WMRT ©    Click Here to view large photo

World Match Racing Tour - The latest media evaluation report from the 2010 World Match Racing Tour makes for an enticing read for brand managers – the external audit by Repucom using their media evaluation model to determine a media equivalency based on similar advertising or CPT rates applied to the actual viewing audience showed the Tour delivered a media return of USD46m from its global TV, print and digital output last season.

The media brand value is a direct result of a new, innovative 360° media platform implemented last season, befitting a global sailing series sanctioned by the International Sailing Federation (ISAF) with ‘special event’ status alongside the America’s Cup and Volvo Ocean Race.

Rights holders like never before are realising the importance of turning their audiences into fans by allowing them to get under the skin of their sport, its stars and their lives. Sailing is one sport in particular that is drawing on the notion of global fans through different media. With the likes of the America’s Cup, Louis Vuitton Trophy, Extreme Sailing Series and the Audi Med Cup, the report by Repucom positions the World Match Racing Tour (WMRT) as a profound voice in the realms of broadcasting media.

Commenting on the landscape of sports rights ownership and the investment potential within it, Danny Townsend, President of EMEA & South Asia at Repucom International - a company whose valuation portfolio includes The Ryder Cup, the Rugby Football Union - said, 'After completing an extensive study of the 2010 WMRT season, Repucom has built a significant amount of data to support the expansive media output of the Tour.

'The WMRT has delivered a significant media platform for its commercial stakeholders both from an aggregated media perspective but importantly to a high socio-economic viewership base that supports sailing.

'Sailing delivers a unique proposition which ultimately connects brands with an individual with an attractive demographic profile.'

Whilst known for bringing the action up-close to live spectators with virtual on-the-water stadiums, the WMRT is continually developing its media proposition to capture the hearts and minds of the wider sailing fanbase around the world in both traditional and emerging sailing markets. Live internet broadcast, news packages including daily VNR and vodcasts, a year-round PR campaign covering print, TV and online as well as social media are geared to deliver tangible value to the Tour as well as its current and prospective stakeholders.

The significant rise in the rated media value based on the actual viewing audience is best illustrated by the outlets now routinely covering the Tour’s action. In 2010, live broadcasts were delivered to the likes of CNBC, Sky NZ, Eurosport Asia Pacific, ESPN Star Sports and CNN whilst the same outlets plus many more broadcast highlights from the regattas. Coverage across Al Jazeera Sport, BBC News, CNN, Reuters, Sky Sports News and SNTV give yet more valuable brand exposure. The World Match Racing Tour also uses a Gross Media Valuation (GMV) method for accessing the value of its television footprint.

As a franchise, the Tour works closely with each of its individual event promoters to ensure they are delivering added value to their events and their commercial partners. The potential to pull in vast crowds, attract inward investment and boost tourism by staging a WMRT regatta is an inviting proposition. As a brand, the Portimao Portugal Match Cup last year gained over $2,173,537 in rated media value alone, a figure achieved by working closely with the event’s promoters to ensure the raft of branding benefits delivered by the WMRT on boats, media backdrops and promotional signage is captured across all media outlets.

The Mayor of Portimao, Manuel da Luz, commented: 'We are talking about a well known event in the international sailing competition scene with strong media coverage. As such, Algarve gains importance both as a tourist destination and as such a region with excellent natural conditions with good nautical substructures to host international competitions.

'I hope the impact reaches two levels, namely the projection of Portimao as a chosen destination for some of the most important national and international nautical events and no less important more assets brought to the local economy leading to greater tourist offers and to more tourists coming to Portimao.'

The Tour’s ability to gain significant media coverage for each individual event promoter has resulted in many locations being able to bring onboard big name sponsors for the event. Stena Match Cup Sweden are one such location to see the benefits of being associated with the WMRT having an astounding 55 sponsors including big names like Stena and Audi. In 2010 Stena Match Cup Sweden saw a 200% growth on rated media value from 2009 with an approximate 30 million Euro media value. Of this, 18% was national media value and 82% international.

Stena Match Cup Sweden Event Promoter Martin Sohtell said: 'The growth has essentially been on the international media markets which have already emphasised the opening of the event to international brands. We can see indications that our local entity is receiving more exposure and getting a greater value on the international market. This is off course an exciting development and we welcome more strong international brands to get a piece of the media value of Stena Match Cup Sweden in Marstrand.'

'The event is also creating outstanding value in brand awareness due to it being one of the only sports events that gives the boat sponsor the control of the graphics and branding on the actual tool of the sportsman. The brand awareness figures for one of the ten boat sponsor at Stena Match Cup Sweden lies in the proximity of an events title sponsor at the ATP Tour in tennis or at the European Golf Tour.'

As the Tour continues to grow with a projected calendar of 15 events by 2013, the broadening reach of the series and the value it delivers to sponsors in both tangible and intangible benefits is set to increase yet further.

Jim O’Toole, CEO of the World Match Racing Tour, said, 'Repucom’s globally recognised measurement and evaluation tools have taken the credibility of our sponsor friendly media platform to a new level. A branded presence with WMRT clearly offers an excellent return. We look forward to working with the Repucom team in analysing future results from the WMRT.'

www.wmrt.com




by Audrey Lakai

  

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

http://www.marinebusiness-world.com/index.cfm?nid=82380

7:24 PM Tue 12 Apr 2011 GMT






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


Related News Stories:

21 Dec 2011  World Match Racing Tour Trophy presented to Ian Williams
28 Nov 2011  WMRT Monsoon Cup - Real-time coaching makes debut in Malaysia
28 Nov 2011  WMRT Monsoon Cup Day 6 Images
27 Nov 2011  WMRT Monsoon Cup – Williams defeats Berntsson in dramatic final
27 Nov 2011  Triple World Champion Ian Williams wins Monsoon Cup 2011
26 Nov 2011  WMRT Monsoon Cup - Ian Williams new ISAF Match Racing World Champion
26 Nov 2011  WMRT Monsoon Cup - Ian Williams takes World Championship title
26 Nov 2011  World Match Racing Tour - Monsoon Cup - Watch LIVE
25 Nov 2011  WMRT Monsoon Cup – Bruni beats Mirsky in sudden death match
25 Nov 2011  WMRT Monsoon Cup day 3 images by Gareth Cooke
MORE STORIES ...

Marine Business News





Pontoon Boats are a hit with families and entertainers by Sanctuary Cove International Boat Show,




HUD Vision: An interview with Afterguard Marine’s Alex Moret *Feature by David Schmidt, Sail-World USA Editor, Seattle






















Glacier Bay returns to Australia, re-launching at SCIBS by Sanctuary Cove International Boat Show,




















Singapore Yacht Show 2014. Boats to make your eyes pop. by Guy Nowell, Sail-World Asia, Singapore








Power to the people at Sanctuary Cove International Boat Show by Sanctuary Cove International Boat Show,


SCIBS VIP lounge back bigger and better in 2014 by Sanctuary Cove International Boat Show,






Singapore Yacht Show 2014. And another thing…
RPAYC Fleet of six ‘Force 24’ keel boats up for sale
Singapore’s Grand Banks Yachts to acquire Aus. boat builder Palm Beach
Singapore Yacht Show 2014. Probably The Biggest Boat Show in Asia.
Collinson FX Market Commentary: April 10, 2014 - Equity markets surge
RYA to examine navigational risk assessment for Navitus Bay Wind Park
Musto Australia - Annual warehouse sale
Success for family-friendly Brisbane Tinnie & Tackle Show
Collinson FX Market Commentary: April 9, 2014 - US loses faith
Cyclone Ita predicted to reach Category 4 off Far North Queensland
Collinson FX Market Commentary: April 8, 2014 - Equities Alarm bells
America's Cup runneth over for New Zealand's economy *Feature
Opportunities abound for yacht industry in Southeast Asia
Mercury’s new Verado 200hp Pro FourStroke – delivering even more
Stars emerge for Sydney International Boat Show *Feature
Better ocean maps would assist search and fisheries
Queensland Marine Industry Leadership Changes
Living ship-shape on the 1.4km $10bn floating city
Hop online to get your fishing permit this Easter
Greg Norman announces global investor campaign for Great Keppel Island
Royal Ocean Racing Club and Royal Corinthian Yacht Club, Cowes to join   
Collinson FX Market Commentary: April 4, 2014: AUD and KIWI surge   
Luxury Yacht Share Asia (LYSA) introduces fractional ownership to Asia   
VRFish works with fishers on Corio Bay conflict   
Spring Boat and Cottage Show to take place at the Port of Orillia   
ISAF Sailing World Cup – No time to lose says new ISAF Appointee   
Collinson FX Market Commentary: April 3, 2014: White Gold running dry   
Mondo Marine invests in Chinese shipyard   
Aqualuma partners with ASMEX 2014 for Welcome function   
Kaohsiung to welcome the world for 1st Taiwan International Boat Show *Feature   
Collinson FX Market Commentary: April 2, 2014: RBA hold rates   
Elvstrøm Sails new APR-1 makes sail reefing history!   
Collinson FX Market Commentary: April 1, 2014: All rise   
Channel 7 stage returns to Sanctuary Cove International Boat Show   
Hainan Rendezvous: suffering from a hangover?   
Palm Beach International Boat Show shows healthy attendance   
Brisbane Tinnie & Tackle Show - this weekend!   
Coastal infrastructure and species loss - Climate Change consequences *Feature   
rescueME PLB1 – safety assured in one compact, light package *Feature   
Japan's Antarctic whaling program harpooned   


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
   Archive News







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