Vendée Globe is the world’s only single-handed non-stop round-the-world yacht race. As a major three month sporting event, it presents interesting challenges to those promoting and financing it. In an exclusive piece for SportsPro, Antoine Robin, director of communication & partnerships, Vendée Globe, discusses how this year it has turned to new media to overcome these challenges.
In this May 2012 feature, SportsPro caught up with Skandia head of brand marketing Jo Rimmer who explained why in 2008 the investment company took the decision to discontinue its lengthy title sponsorship of Cowes Week, one of the oldest and most prestigious sailing regattas in the world, in favour of refocusing its efforts behind another of its sponsorship properties, namely the British sailing team.
Already a triple Olympic gold medallist, Britain's Ben Ainslie has long been tipped as one of the home team's stars of this year's Games in London - or, in the case of the sailing events, Weymouth.
HBS has become one of the world's leading host broadcasters of large-scale sporting events, and was responsible for the production of the 2007 America's Cup. SportsPro caught up with Daniel Wlochovski, a former professional sailor who now leads HBS' marketing division, to find out how the company is continuing to help broaden the television appeal of sailing.
The May issue of SportsPro includes a major focus on the business of sailing.
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