Yacht Sponsorship - The Business of Yacht Racing - Latest Comments

Re: Nationalism and Localism. What matters to Sailing Fans?

markchisnell — Fri, 20 Nov 2009 12:06:51 -0000

What about the Premier League; Chelsea, Man U, etc... aren't they "mixed teams where the ownership and crew are a combined collection of hired guns?"

Re: Sports Travel A Missed Opportuity for Sailing Promoters.

Callum — Fri, 13 Nov 2009 07:41:23 -0000

This trend was spotted by Sawadee.com one of the largest online inbound booking agencies in Thailand. They also saw it as an opportunity to differentiate themselves from a host of other online sites by having real world presence. Consequently they signed up for a 3 years naming rights opportunity with the Samui Regatta.
www.samuiregatta.com

Additionally, by holding our event in the low season, many hotels on the island are very accommodating with sponsorship. We definitely wouldn't get that support during the high season!

This article also outlines a report I commissioned on Sports Tourism in SE Asia:

http://www.nationmultimedia.com/2009/10/08/busi...

It absolutely echoes the points you are making.

Callum

Re: Volvo Ocean Race Media Figures Show Importance of Digital.

facebook-777787188 — Fri, 13 Nov 2009 04:16:23 -0000

Giles,

There are a lot of numbers in yesterday's report that have obviously been released to try and show the race in the best light. I approach such reports with the phrase 'lies, damn lies and statistics' ringing in my brain. The 600,000 number seems to be pretty standard when reporting for China, which makes me think that it is a 'number of households who COULD have seen the coverage.'

Bear in mind that China has an element of state controlled media, so if the Volvo Ocean Race was broadcast, then it is possible that everyone with a TV saw it.

The 7.6% was a mistake that came from a misinterpretation of this report http://en.beijing2008.cn/news/official/noc/oca/... you are right that the 600,000 figure is closer to 45%.

As for the game, I take your point on multiple boats. I had 2 as well, but in a way that just proves the depth of engagement.

Re: Volvo Ocean Race Media Figures Show Importance of Digital.

Giles Pearman — Fri, 13 Nov 2009 03:55:25 -0000

"China led the way in new territories, by delivering an audience of 600 million, 45 per cent of the race total. This is the same amount as tuned into the men’s 400m at the recent Olympics, but only represents 7.6% of China’s total TV audience."

I'm struggling with the maths.

China's population was, according to the World Bank, 1,325,639,982 in 2008. 600,000,000 is 45% of the Chinese population. Are we seriously expected to believe half the population of China watched a clip of the Volvo on television? Does half the population of China own a TV? and how does the 7.6% work?

As you suggest, greater stock could be placed by the web figures, but even these are misleading. I had four boats in the virtual race. I was not alone. After about 70,000 the remaining boats were being moved by the game server in each leg. 70,000 is impressive in itself and the game organisers would be better served for the future by acknowledging this.

We all use them but cumulative reach figures are grossly misleading and should be singled out for disregard when truly, independently analysing the stats.

Re: Sports Travel A Missed Opportuity for Sailing Promoters.

lynnfitzpatrick — Thu, 12 Nov 2009 10:12:39 -0000

Miami is far from representative of the rest of the world, however my experience with the Greater Miami Convention & Visitors Bureau and individual hoteliers in trying to arrange seasonal discounts for visiting sailors was disappointing. The hotels want to maximize revenue during the peak season. If we could arrange regattas in the off season (hurricane season) they would be more than happy to speak with us. Hoteliers are interested in big events which put heads in beds, capture guests on their properties and sell banquet dinners and other services. The yacht clubs and the regatta villages do a good job at taking those revenue streams away from the hotels by capturing the sailors from early in the morning through well past sunset. On the other hand, in the interest of short-term profit, the hoteliers discount the fact that if a sailor has a good experience at a regatta, he/she will probably return for the same regatta year after year, encourage friends to go and sail other regattas at that venue.

Re: Volvo Ocean Race Media Figures Show Importance of Digital.

christophebaudry — Thu, 12 Nov 2009 08:37:41 -0000

The Volvo Ocean Race figures are really impressive, and it's really good for VOR and sailing events in general.
Just one precision: it's a fact that the virtual game on the Volvo Ocean Race official site reached a huge number of countries however the largest sailing community is this of Vendée Globe, as the Virtual Game of the Vendée Globe race, wich was based on the same software, gathered 332 569 registered players. They were obliged to do the race in once (No stop VG notice of race rules obliged), that means more that 3 months "attached" to their computers.

Re: The Economic and Branding Benefits of the Rolex Middle Sea Race

Name — Tue, 10 Nov 2009 10:15:45 -0000

business of destinations using all means """necceasry""" to obtain a share of the world travel...

USE YOUR SPELL CHECK GUYS!!

Re: What’s Being Said on Twitter About the Transat Jacues Vabres.

Name — Sun, 08 Nov 2009 23:52:25 -0000

I am unsubscribing from this newsletter because unfortunately ,it is really amazing and so annoying,I was not able to read one of your emails without at least one big typo on it; PLEASE do us all a favor and run a SPELL CHECK. On this one Jacues should be spelled Jacques.

Re: He Said - He Said. Ellison Wants Annual Racing in Multiple Venues.

James — Wed, 04 Nov 2009 05:54:37 -0000

Did Bertarelli really say on record that he wanted to keep the multihulls? I'd love to see the quote.

Re: LV Trophy Teams Need to Engage Fans.

teamyachting — Fri, 30 Oct 2009 06:52:21 -0000

Very good analysis.
As a nautical event and publc relation company based on the french riviera, we are very excited and interested by tis major event. But we don't fell any focus on it.
Type your comment here.

Re: LV Trophy Teams Need to Engage Fans.

rasmusjohnsen — Thu, 29 Oct 2009 10:16:45 -0000

Thank you for an interesting post. Nice schematic overview even though it's "unscientific" it still in a very clear way addresses key issues - and yes, to me it's also a puzzle why so many still insists in paying someone to basically yell in a giant megaphone.

Need I remind everyone of the first of the thesis in the Cluetrain Manifesto? Anyway it's "markets are conversations". If that's true, it means that the key competencies within "smart marketing" is the ability to - well - make conversations ...

The point is: It's not just about being out there - i.e. yes or no. It's about being visible by being open, honest, intelligent, funny ... amongst fans and therefore relevant to fans. The challenge everyone faces: You can't buy that it's something YOU are.

Re: LV Trophy Teams Need to Engage Fans.

facebook-777787188 — Wed, 28 Oct 2009 10:09:12 -0000

It's a good point Christophe. We have given Alinghi credit in the past both on the site and on our Twitter feed, but this article was focussing purely on the teams entered in the LV Trophy.

Alinghi have all the media covered including regular image updates to places like TwitPic and a fan-only section called 'Alinghi Friends'.

There are other teams that are doing all this. Quantum Racing do it extremely well, Dee Caffari scores well and even smaller, unsponsored teams like Mirsky Racing Team are engaging with their fans.

Re: LV Trophy Teams Need to Engage Fans.

christophebaudry — Wed, 28 Oct 2009 09:46:59 -0000

Interesting analysis. However as all those teams are focused on America's Cup and consider Louis Vuitton Trophy as an alternative waiting a solution to the justice fights between Alinghi and BMW Oracle, it would have been usefull to also look on all the work done by Alinghi to engage their fans. It seems that they have implemented all activation tools you named.

Re: LV Trophy Teams Need to Engage Fans.

James — Wed, 28 Oct 2009 07:24:47 -0000

It's not just sailing. There are a lot of sporting teams and brands that just don't get it yet. I agree with Sara that many PR companies are confused and uneducated about how to do their jobs in the new world order where properties can talk directly to audiences. But brands need to wake up too. Sponsors need to demand that the properties they invest in are doing everything possible to activate.

Re: LV Trophy Teams Need to Engage Fans.

Antipodeon — Wed, 28 Oct 2009 06:54:31 -0000

There are certain PR companies in sailing that don't have a clue, yet their clients keep paying them. You'd think Sir Keith Mills would know better with his experience with the Olympics and having Charles Dunstone as a mate - carphone warehouse are all over this stuff. PR people need to innovate or die.

Re: Ancasta Appoint New COO - Richard Caland.

PRPeta — Tue, 27 Oct 2009 07:43:26 -0000

It sounds like they need a professional communications consultant on the case to handle the updating of their social and web media resources.

Re: Who’d Sponsor AC33?

guest — Wed, 14 Oct 2009 21:34:22 -0000

With the Hublot sponsorship worth around 4 million euros and the coming Nestle sponsorship coming in around the same, it is cheap exposure in a well-targeted market. There is no such thing as bad publicity, especially in a polarized event.

Re: Musto and Global Ocean Race Partner Up Again.

YachtSponsorship — Wed, 14 Oct 2009 06:54:18 -0000

Thanks for the heads up Harry. This is not a platform to indulge in defamatory remarks or make personal attacks, no matter what the personal politics.

Re: Musto and Global Ocean Race Partner Up Again.

Harry — Wed, 14 Oct 2009 06:06:34 -0000

and that sir, is a prime example of why the internet is not always a good thing. You have managed to make libelous comments about Josh Hall whilst hiding in anonymity. I do not know what you are talking about, but obviously Brian and Josh fell out, if you were hurt financially by this falling out then I am sorry for you; but this is not the forum for arguing that, and certainly not in that manner.
Having met both Josh and Brian I have to say that Josh Hall is not someone that I have ever heard described as crooked (that does not imply that I have heard it about Brian either), and he has been around this game for an awfully long time where rumours and sour grapes are normally spread thick and fast..of which your comment is a prime example.

Re: Musto and Global Ocean Race Partner Up Again.

trevorlunn — Tue, 13 Oct 2009 21:22:03 -0000

Were it not for the simple fact that Josh Hall is "....text removed by admin....", not to mention how he thinks he is going to get away with "removing" his race founding partner and old chum Brian Hancock from the picture without a decent explanation, this would all be quite alright.
Simple solution really. Just ask Mr. Hall what happened in the first race for Mr. Hancock to have suddenly vanished like he did... Interesting to note how the Portugal Ocean Race is happening in the same country that funded the first race, with many of the same sponsors and backers. Which one is the real deal? It's as clear as a bell if you ask me. Shame really. Sailing could do without such scandals...

Re: Who’d Sponsor AC33?

facebook-1034710764 — Tue, 13 Oct 2009 09:46:33 -0000

A major reason for sponsoring a team is that your logo ends up in as many "published" photos and video clips as possible. And your company gets mentioned in published articles. So far for me personally, there is no interest from the media for photos of the 33rd America's Cup and less interest from sailors who use to follow the America's Cup. It's tough to sponsor a team when you are unsure of where and when an event will take place and if anybody will even care. What a shame. :(

Re: Who’d Sponsor AC33?

yachtyakka — Tue, 13 Oct 2009 08:30:10 -0000

dirty Den, sumed up Ac sponsorship when he told his supporters we might not win but you will get 10 months of prime time. I think anyone who jumps on board now and someone puts a missile thru a mainsail will be a world wide house hold name by February. bit like the sniper shot thro that red kite at the top mark in Valencia.

Re: Denmark Gets Animated Over Tracking Numbers.

Dan Ibsen — Tue, 13 Oct 2009 08:21:49 -0000

"Could sailing be bigger than football ?"
I believe that most people agree - with you and me - that it’s not possible.
But that's not the issue - the headline in itself where just meant to attract the readers.

The real message in the article is, that in the opinion of Danish Sailing Association, sailing is just "scratching the surface"; If we are able to build our future communications strategy with prime focus on internet platforms and new media, sailing would probably be able to develop its media potential quite much. Live pictures – both as live streaming and produced for web-TV – mixed with a tracking platform, will be an important part of this. But also easy access to information, profiles, pictures, interviews and chat forums should be a part of such platform.

Going from 30.000 viewing sessions at the ISAF Youth Sailing Worlds in 2008, to 50.000 at the Finn Gold Cup and 100.000 at the 470 Worlds in 2009, has shown a great interest for this kind of media, especially among more dedicated sailors.

The project in Denmark this summer is just a beginning, and the Danish Sailing Association is already partnering with different expert organisations to develop this platform further and to make it more dynamic and interactive by combining tracking, live streaming and other facilities, which will make the “viewer” able to edit your own “Sailing programme” on internet. Otherwise sailing through tracking will mainly attract the “hard core sailing fans” and not anybody else being interested in the sport of sailing.

Sailing has to grab this opportunity using internet platforms and new media, because sailing will never in a larger scale be able to compete with football and other large TV-sports (still less sports gets TV airtime); Looking at the TV viewers of the Olympics they are to a very large extend 40+ years, so the Olympic movement has the same challenge as sailing – how do we attract the younger generations and how do we expose our sport better in the future. If sailing is able to stay at the forefront of the development in this area, sailing will also after 2016 have a bright future in the Olympic Games.

Looking forward to read more feedback with new ideas and other perspectives, which could help everybody to define a “route” for the future.

Thanks to yachtsponsorships.com for engaging in this discussion, which is vital for our sport.
Regards
Dan Ibsen
Danish Sailing Association

Re: Portugal Ocean Race V Global Ocean Race. New statements.

Harry — Tue, 13 Oct 2009 04:23:23 -0000

The world of endorsements is interesting isn't it. Brian Hancock and his race seems to have the commercial endorsements, and the backing of 'big' names in sailing. On the other hand Josh Hall has the backing of the class and the people who are more likely to actually turn up.
The Class 40 has proven to be a success by being within the reach of people without huge commercial backing, and therefore in turn probably attracts people who would rather go sailing without having to deal with that huge commercial backing. Maybe we are about to see the outcome of what the sailors actually want; it will either be the 'flash' race with the commercial wherewithal, or the 'corinthian' event aimed at the sailors.

Re: Sailing on the Front Page.

PRPeta — Tue, 06 Oct 2009 07:52:10 -0000

We're heading into Panto season and there's nothing like a pint-sized Dame for attracting attention!

Whilst not suggesting for a nano-second that Ellen remotely equates to a panto figure, a deep pocketed Knight of the realm with a penchant for competitive yachting maybe doesn't quite cut the mustard when it comes to front page stories about sailing despite the fact that the TEAMORIGIN/Carbon Trust story is a strong message. If I was advising Sir Keith, I might even suggest approaching Ellen to get involved to help further publicise this new relationship. However, even I was very surprised that 'news' of her retirement and eco campaigning morphed into a national news item of such proportions on Sunday. Impressive!