Jaguar and Alfa Romeo Use Sailing to Promote Their Brands. 1


Car companies are working hard to woo sailors. While Volvo, Audi and BMW have large title sponsorship deals, other auto brands are putting their toe in the water too.

[cleeng_content id=”964340426″ description=”99 cents or 10,000 hours. The path to being an expert can be easy or hard. ” price=”0.99″]In Asia, Jaguar will unveil its All New XJ series at Six Senses Phuket Raceweek 2010. Jaguar Overseas Operations, Director, Mick Razza said of the sponsorship;

“It is with great pleasure that Jaguar will once again be showcasing the new range at Six Senses Phuket Raceweek 2010. In our inaugural year as co-sponsor in 2009 we saw a remarkable rise in sales off the back of our experiential marketing at the event. We deal with marketing strategies worldwide and with Paul Poole (South East Asia) Co., Ltd. we saw a first class 360° campaign that rivals any of the best platforms we have used in the past. We look forward with anticipation for another great week’s regatta at Phuket in July and showcasing this brilliant new car to the Asian market!”

Meanwhile, at Match Race Germany, the home of Audi and BMW – the iconic Italian brand, Alfa Romeo was on display for fans. This is the first year for Alfa Romeo’s association with match racing. Fiat’s Brand Marketing and Communications Manager, Alexander Knesewitsch, notes the success of having an onsite presence:

“It’s excellent to have some of our newest models on display at the event village. The sheer number of people that this sports event draws in is incredible, we have benefited from this footfall with a lot of registered interest in the 8C Spider.”

Alfa Romeo is not new to sailing though, the brand has a long standing relationship with Neville Crichton and his winning maxi yachts. Alfa Romeo’s parent Fiat Group which is has been linked to Giovanni Soldini’s Italian Volvo Ocean Race campaign.

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