There are literally hundreds of sponsorship opportunities in sailing, but not as many sponsors looking to use sailing as a platform to promote themselves. The hard part is finding a fit between the goals of the sponsor and the sporting campaign being undertaken by the property. In recent times, one of the most prolific sources of sponsorship has been tourism authorities – whether it be bidding to host events or backing teams who can represent the country’s maritime connections.
[cleeng_content id=”804679627″ description=”99 cents or 10,000 hours. The path to being an expert can be easy or hard. ” price=”0.99″]The hardest part is working out the right fit between who is sailing in the right markets and being watched by the right demographic.
Just a few months after being named the RORC ‘Yacht of the Year’, Sailing Logic has announced that its successful Reflex 38, Puma Logic, has secured a significant sponsorship deal from the Malta Tourism Authority. For the 2010 racing season she will now compete under the name of Visit Malta Puma.
The Malta Tourism Authority was looking to sponsor a high-profile yacht or individual in the racing arena that combined an outstanding track record with high visibility opportunities. Puma Logic and her skipper, Philippe Falle were seen as a perfect fit.
There are many synergies between the Malta Tourism Authority’s objectives and Sailing Logic’s activities, not least that Malta hosts one of the World’s premier offshore racing events – the Rolex Middle Sea Race.
Philippe Falle, Sailing Logic’s Racing Director, comments:
“We are very flattered and excited to be backed by another country! This sponsorship enables us to invest further in Puma – keeping her competitive at high profile events as well as helping us to continue to attract newcomers to the sport through our unique race-training programme. I am particularly looking forward to increasing the awareness and popularity in the UK of the Rolex Middle Sea Race, which starts and finishes in Malta in October.”
The Malta Tourism Authority had already identified that the sailing community represents exactly the demographics to whom they are keen to promote Malta as a tourist destination – both in the UK and Ireland.
Alex Incorvaja, Director UK and Ireland, Malta Tourism Authority enthuses:
“We’re delighted with this new partnership with Sailing Logic. Philippe’s exceptional results made him an obvious choice and when we heard he is also competing in Round Ireland and Cork week – it was too good to be true.”
“We’re really looking forward to working with the Malta Tourism Authority to implement a creative and innovative campaign that benefits both parties. The marketing and branding potential for both of us is extensive.” He concludes: “The Maltese Islands are not new to the sailing world. From the Phoenicians to the Knights of St. John and the British Empire, Malta played host to the best seafarers in the Mediterranean. It is an ideal stop-over destination for anyone sailing in the Mediterranean.”
The 2010 programme includes the Round Ireland Race, Cork Week, Cowes Week and seven RORC offshore races.[/cleeng_content]