This site has some pretty clear goals and it is fantastic to see a sponsor really use sailing as the natural platform it is, to promote not just their gear, but the sport itself. During the Boston stopover of the Volvo Ocean Race, Puma has dominated the media coverage through smart activation. It goes to show what can be done when it’s done properly.
This weekend, puma backed the ICSA National Semi-Finals. College sport in America is a big deal, and while sailing isn’t as high profile as Basketball or Football, supporting the next generation is a great part of any sponsorship campaign. The striking Puma logo was everywhere.
The ICSA National Championship Eastern Semifinals and the ICSA National Championship Western Semifinals, hosted, respectively, by the Massachusetts Institute of Technology and Harvard University (both Cambridge, Mass.), were integrated into the North American stopover of the Volvo Ocean Race (VOR), giving the 36 competing college teams an unforgettable experience. Between run-of-the-mill tourists, locals in-the-know and sailors drawn for the VOR spectacle, those who turned out to support their favorite school had plenty of company along the waterfront with its prime view of the racing on Boston’s Inner Harbor.
The semifinals, sponsored by Marlow Ropes, PUMA and US SAILING, qualified the top nine finishing schools from each semifinal into the grand finale of the year – the ICSA/Gill Coed National Championship which will be hosted in San Francisco, Calif., by Stanford University (Palo Alto) and the St. Francis Yacht Club (San Francisco) from June 1-3, 2009.
ICSA is the governing authority for sailing competition at colleges and universities throughout the United States and in some parts of Canada.
To learn more please visit: www.collegesailing.org
Top Photo thanks to http://sailtrim.blogspot.com/2009/05/kitty-backs-college-sailing.html