What’s Sailing Worth?


ISAF are getting into the business of Yacht Racing. In a plan to attract sponsorship for the ISAF Sailing World Cup, the world body has signed IFM Sports Marketing Surveys as an Official Partner. But how much is the Sailing World Cup worth? In a time when many traditional sponsors are under pressure to justify their sponsorship spending, getting the numbers right is more important than ever.

Sandra GREER, Consultant, IFM Sports Marketing Surveys said,

“We have seen an increase in rights holders conducting comprehensive valuations for their properties in the last year and this has proven effective in showing potential sponsors a full audit of contractual benefits and the value attached to them. We are proud to be working with ISAF and its partner events to provide a full valuation for the title sponsorship for the new ISAF World Cup. Our work will involve analysing extensive information from all the events as well as conducting market research amongst sailing fans to establish the true value of the property from both a media and impact perspective”.

Consisting of seven of the world’s top sailing competitions that feature the Olympic events, the inaugural ISAF Sailing World Cup launched at the end of 2008 at Sail Melbourne, Australia. Having moved on to Miami, USA in January, the series continues to five events across Europe finishing this September in Weymouth, Great Britain at the venue of the 2012 Olympic Sailing Competition.

Jerome PELS, ISAF Secretary General, said:

“The ISAF Sailing World Cup has brought together the current top sailing events for the classes in the Olympic Sailing Competition. Each event is already valuable in its own right, but as a series together it’s a superb platform for sailors, the media and of course the sponsors. ISAF is seeking a title sponsor for 2010 onwards and our work with IFM Sports Marketing Surveys will ensure we have all the information to present an accurate proposition to the market.”

To some, the idea of the governing body entering the sponsorship space might seem a little scary, but if done right, the sport as a whole should benefit. Certainly any move that reduces ISAF’s reliance on revenue from the international Olympic Commitee has to be a good thing, allowing the sport to control it’s own destiny rather than be dicated to by outside interests. Some careful planning and a willingness to be flexible will be required to make sure that conflicts are avoided.