As we reported last week, there are competing events for Open 60 sailors who want to make the most out of their expensive equipment. The World Yacht Racing Forum, to be held in Monaco in December allows the sailing community to come together to talk about the business of yacht racing. In their latest online newsletter WYRF talk to VELUX, the title sponsor of the 5 Oceans Race.
WYRF: How did VELUX decide on yachting as a sponsorship platform over other sports?
Kent Holm, Marketing & Communications Manager:
“We decided to do it because it matches our strategy of being a leading international company with a strong brand; and because VELUX 5 OCEANS is a perfect match with our brand values – daylight and fresh air. This regatta is about braving the elements and having the commitment to push the boundaries, just like we try to do.
VELUX 5 OCEANS is one of the world’s most exciting sailing events, and by sponsoring this event we increase visibility and awareness of the company and our products all over the world.
In addition, there are many similarities between what a solo skipper encounters on his voyage round the world and what a Velux window has to contend with in its lifetime: storms, freezing cold, baking heat, rain, snow, hail and other meteorological extremes. Both have to possess stamina, durability and dependability.
WYRF: Is the VELUX 5 OCEANS sponsorship aimed at reaching a consumer or corporate market? How will you leverage the campaign to your target markets?
We decided to focus on a global event because we are a global company. We operate on more than 40 markets in the world – including Europe, Australia and the USA – exactly the five continents covered by our company. VELUX 5 OCEANS has brought knowledge about fresh air and daylight around the world.
This being said, we are still going to use the sponsorship locally. We will for example arrange events in the ports of departure and ports of call, and many of our customers, employees and other stakeholders will get an opportunity to experience the race at the closest quarters.
WYRF: What values do you put on sponsorship as a whole, how does it compare to more mainstream marketing initiatives such as advertising?
Through the sponsorship of VELUX 5 OCEANS we have established many new relations in key markets. Also, this regatta has been a great event for uniting our employees across the world.
In addition, several international and national media have covered the event. VELUX 5 OCEANS has created greater awareness of our brand and the values we represent.
In the case of VELUX 5 OCEANS we were looking for an international sponsorship with global appeal. The race is a way to establish new relations, bind the individual markets together and increase visibility and awareness of our products all over the world.
WYRF: Does VELUX have plans to expand its interest and investment in yachting as a sport?
Yachting is a great sport for us as a company to support. However, VELUX 5 OCEANS is the world’s ultimate solo challenge and a full-size sponsorship for us to engage into. Hence, for the time being we are dedicating our resources to this event to ensure the best possible outcome of our investment – to the benefit of the race and our brand.