Sponsorship is a fickle business. At the beginninng of the year, Aviva was one of our standout examples of how sponsorship and the activation of sponsorship using sailing should be done. Their backing of Dee Caffari was leveraged across all kinds of media and Dee played her part – achieving the goal of being the first woman to sail n0n-stop around the world in both directions. Since then, the UK’s largest insurance group has gone through a kind of brand rebirthing process and sailing is no longer a priority of the marketing folks.
Despite announcing a new partnership with Caffari last month as the racing team’s founding partner, a search of the company’s website brings back:
Your search – dee caffari – did not match any documents.
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Meanwhile, Dee herself is still sailing and winning awards. Last night Dee Caffari received an Exceptional Achievement award yesterday from the United Kingdom Sailing Academy. The UKSA held their Celebrating Achievement Award ceremony in Cowes on the Isle of Wight and the prestigious award was presented by HRH The Princess Royal.
On receiving the accolade Caffari said:
‘I carried out my training at the UKSA on the Isle of Wight and they provided me with a fantastic grounding for my sailing career. I have very fond memories of my time at the academy and it is a great honour to be recognised with this award today.’
She also said on her Twitter account:
I received the award for exceptional achievement sponsored by peter harrison. It is lovely to have such recognition.
Caffari will next month take part in the double handed Transat Jacques Vabre race from France to Costa Rica aboard her yacht, which is still called Aviva. Dee is now actively searching for a new title sponsor to support her 2012 Vendée Globe campaign.