There are not many yacht races that get the mass media attention and coverage as the Sydney Hobart Yacht Race. It’s not just thousands of people on the cliffs and in the spectator fleet – it’s live TV coverage for 3+ hours all over the country.
If you haven’t been in Sydney on Boxing Day, it’s hard to imagine the importance of the race to the Australian summer sporting psyche. Boxing Day is a day for eating Christmas lunch leftovers and watching the Boxing day test match (Cricket) and the Sydney Hobart Yacht Race start.
While there will be 116 boats on the start line, most of the attention will be on the Super Maxis – the race to the ‘heads’ and the right hand turn south.
As sponsorships go, the naming rights for these super-maxi yachts is pretty good value. Using the old fashioned ‘equivalent media value’ measures, the names of the brands are mentioned over and over again during coverage of the start and the race and coupled with huge spinnakers gives great recall and recognition. Think of ICAP Leopard, Wild Oats, Alfa Romeo and Australian Skandia.
But before there was Skandia, there was Wild Thing and since the financial services company changed ownership in Australia, the company has pulled out of sponsoring ‘Geelong Week’ and Grant Wharington’s Super Maxi.
Wharington though, has an interesting concept for finding a new title sponsor. A raffle – where every $AUD 10,000 ticket could win a chance of naming rights for the boat including the Sydney Hobart Race.
Here’s how it works.
Step 1: You buy a Wild Thing Corporate Sailing package on the 100 footer for $10,000 and you get to take 25 people out sailing on the boat for the ride of their life in your choice of location: Sydney, Melbourne, Hobart, Brisbane, Newcastle and Port Stephens.
Step 2: For that same $10,000, you also go into the draw for your company and your brand to win the naming rights of the boat until mid 2010 – the launch of which will be the start of the Rolex Sydney to Hobart on Boxing Day – the great race that attracts huge national and international exposure.
“The Wild Thing Yachting team has always had incredible support in the wider community, and it’s that support we’d love to underpin the new future of the boat and the crew” he said.
“We don’t have the million dollar budgets of our competitors, and never will have…we run a Corinthian sailing team where everyone commits to getting the yacht to the start line on Boxing Day – but without some corporate support, it’s really tough to compete at this level…”
“It’s a great opportunity to join the Wild Thing team, in the pursuit of one of Australia’s most sought after sporting trophies. I can’t guarantee you that we will be first to Hobart, BUT, I can tell you that as always we will bust our guts trying “
The draw for the new Naming Rights sponsor of Wild Thing will be conducted under the strict supervision of the President of Yachting Australia Mr Andrew Plympton , on the 8th of December, live on 3AW Breakfast program with Ross Stevenson and John Burns and streamed live on the 3AW website.
For more information contact Jody O’Brien on +61 416 222 899