White Paper - Getting Onto The Plane
This paper is the first of the series and outlines the benefits of yacht racing sponsorship against the current economic climate. It argues that the sport of sailing has much to offer, both in terms of brand benefits and return on investment. For more about the ‘Getting Onto the Plane Series, visit our Thought Leadership page.
Written by David Fuller, CEO of Pilote Media, Contributing Editor of Yachtsponsorship.com and the DARK BLUE BOOK.
Each section gives an overview of topics and themes that will be covered in more detail by papers published later in the series. The publication is available as an e-book (PDF) or a printed magazine. Over 5,600 words. 18 pages (A4) including the cover.
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. Current 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.
A DEVELOPING SPORTS MARKETING OPPORTUNITY
Sailing has a mixed reputation. Traditionally occupying a similar space to golf, it is easy to assign labels like exclusive, or elitist. But like golf, the sport is changing, and entrepreneurial event organisers are using new technology and business practises to bring yacht racing to new audiences.
There are only a handful of countries where sailing makes it into the top 10 sports. Australia is one of them. This could be because a large percentage of the population live next to the coast. It could be an effect of the annual world famous Sydney Hobart Yacht Race or perhaps it is due to lingering memories of the day when Australia II took the Americas Cup away from the Americans after 132 years…
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
