Getting Onto the Plane
When this was published in 2009, sailing sponsorship was a relatively new concept. Now we talk about getting up on the foils rather than mere planing.
This paper, outlined the benefits of yacht racing sponsorship. It argues that the sport of sailing has much to offer, both in terms of brand benefits and return on investment. Whether you are looking at sponsorship of the America’s Cup, the Ocean Race, World Match Racing Tour or a local event, this will help you sell your story.
Written by David Fuller, CEO of Pilote Media, creator of Yachtsponsorship.com, and Editor of YachtRacing.Biz and the DARK BLUE BOOK.
Each section gives an overview of topics and themes. The publication is available as an e-book (PDF), or you can read it online.
EXCERPT
INTRODUCTION
Sport is big business. Or at least it was. In 2008, the value of sports sponsorship was estimated at about $USD 30 Billion. Economic conditions will affect all professional sports, but some will suffer more than others. Some sports may even benefit as brands re-evaluate their sponsorships against smaller budgets and in some cases, increased public scrutiny. While some brands will withdraw into things they know, pursuing safe and tested strategies, others will take a new look at the available options.
This article will argue that one option that should be considered when considering sports sponsorships is sailing, or yacht racing.
SECTION HEADINGS
- A DEVELOPING SPORTS MARKETING OPPORTUNITY
- THE CASE FOR YACHT RACING
- BRAND ASSOCIATION
- MEDIA SAVVY TEAMS AND COMPETITORS.
- OTHER SPONSORSHIP BENEFITS
- RETURN ON INVESTMENT (ROI) AND OBJECTIVES (ROO)
- VOLVO OCEAN RACE 2009 – HALF WAY STUDY
- CHOICES FOR SPONSORS
- ACTIVATION – SPONSORSHIP IS ONLY HALF THE STORY
- SPONSORSHIP & TECHNOLOGY. FIND YOUR AUDIENCE. ENGAGE.
- SUMMARY
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