iShares Cup organisers, OC Events, have done a five year deal with the southern Spanish city of Almería in the region of Andalucia. The deal means a lot for the series and continues a pleasing trend in professional sailing.
OC Events boss, Mark Turner is comitted to building a series with long term value. Announcing dates and host cities this late might seem like a sign of instability and uncertainty, but holding out for multi-year deals allows the series to grow by providing long term certainty for teams and sponsors.
The deal with Andalucia is not too surprising. The region is investing money on developing its tourism revenue and sailing is a great vehicle to deliver on those goals. While many financial institutions are unable or unwilling to be seen to sponsor sports, governments are keen to spend money to attract or keep tourism dollars.
According to Luciano Alonso, Minister of Tourism, Trade and Sports of the Andalusian government, this event is:
“very attractive” since it will be the first time an iShares Cup Extreme 40 event will take place in the Andalucia region, but also in Spain, and “will position Almeria as an international reference on the world map of sailing”.
The Almeria event will take place between 10 and 12 October with racing taking place right in the heart of the port in Almería. Large crowds are expected to descend on the port of Almeria as 12 October is a national holiday in Spain.
OC Events is working closely with the City to finalise details not only for the spectacular racing, but also creating an inclusive public entertainment package for the general public.
Gilles Chiorri, OC Events Director said:
“This is a really great development for the Series. This will be the first time we have organised an iShares Cup event in Spain, so we are delighted to have managed to add yet another country to this growing circuit.”
The iShares Cup will roll into Almería on Monday 5 October when the teams will start to construct their boats and the VIP and media facilities are built on the banks of the waterway.
The iShares Cup has been recognised as delivering a very high return on investment when it won the European Sponsorship Award’s Best Business to Business Sponsorship and the judges commented that the iShares Cup was,
“a sponsorship that had everything – clear objectives, well-managed execution, good attendance by the target audience, and excellent evaluation. This was truly international, and was an excellent choice of event in that it clearly achieved everything that iShares had aimed for. and more.”
Race organisers take note. This is how to make sailing exciting, compelling, media friendly and commercial.