Learnings from Le Mans? New Race Villages for Audi Med Cup


For better and worse sailing does not require a stadium to run events. One of the downsides of not having a stadium is managing the fan experience at an event.

However, it’s not just sailing that is spread over large distances. The Le Mans 24 Hour race is run on a track that is 13.650 km long. Hundreds of thousands of fans camp around the track to watch brands like Porsche, Ferrari, Lola and Audi.

Audi has dominated sports-car racing since 2000, so if anyone can bring expertise about delivering a fan experience across large sporting arena’s – it should be Audi.

As title sponsor of the Med Cup, Audi is introducing to the first race in Alicante, the Audi MedCup visitor experience within the extensive regatta village.

For 2009 there has been a major investment in the Audi MedCup Regatta Village in order to make the sport and the Circuit as accessible as possible to visitors to each of the five host cities this season, Alicante, Marseille, Cagliari, Portimao and Cartagena.

The entrance to the Regatta Village now includes an official information and welcome point. This is accompanied by a small exhibition area and cinema showing an inspiring, adrenalin pumping eight minutes film.

Just so the sponosr gets a little bit of activation, the latest range of shiny Audi cars is on display and because Audi is a savvy sponsor, there is also cross-promotion of promotions using an interactive games arena where visitors can race Audi cars at Le Mans on the Play Station simulators.

For the first time, the racing will be shown live on giant screens fed with the real time simulation from Virtual Eye, supported by live Audio and Text Commentary.

More motorsport analagies are used to describe fan’s ability to get up close to the boats in the dockside ‘pit -lane’.

It’s great to see professional operators treating sailing like a proper spectator sport. More please.