As we ‘twittered‘ yesterday – Skandia, who sponsored Cowes week for 14 years, has signed a deal which will see the Southampton based financial services company sponsor sailing on Sky Sports. This includes coverage of the Volvo Ocean Race.
The company, which also backs the British Olympic sailing team, will also tee off on a campaign to sponsor golf on the satellite broadcaster.
As well as branding across events such as the US Open, US PGA Championship, World Golf Championships and the PGA European Tour featuring global sports superstars such as Tiger Woods.
In total, the contract will see upwards of 2,000 hours of Skandia-branded sport television. It’s a major departure for the firm, which employs 1,200 people in the city and this year celebrates its 30th year.
Because it relies on financial advisers to recommend its products, Skandia has traditionally confined its marketing largely to the investments industry, but now believes brand awareness among customers is vital.
Chief executive Nick Poyntz-Wright said:
“In many ways Skandia is the hidden gem of the UK financial services. Our growth over the past 30 years has been remarkable and our ambition is to continue to expand.”
News of the promotional campaign follows last week’s financial results, which saw pre-tax profits fall £6m from 2007’s record level to £167m, while funds under management shrank by £7 billion to stand at £34.9 billion.