The vast majority of sailing sponsorship is B2B – that is, businesses that are selling to other businesses, not to an end user or consumer. It’s perhaps not fair then to look at a list of the 100 most influential marketing people in the UK as chosen by MARKETING, and expect any of the companies they represent to be involved with the sport of yacht racing. After all, consumer brands are looking to promote themselves to a mass-marketing and sailing just doesn’t have the reach.
[cleeng_content id=”281855256″ description=”99 cents or 10,000 hours. The path to being an expert can be easy or hard. ” price=”0.99″]Nevertheless, we thought we would have a quick look down the list to see if anything caught our eye. Of the companies listed (there are less than 100 because companies like Unilever have a number of people in the list), there are only 4 that have been recently been involved with sailing or have a connection through overseas support.
At number 10 is Amanda Mackenzie from Aviva. Though the company has changed its marketing direction and reduced it’s involvement with UK offshore record holder Dee Caffari, Aviva continue to support Dee and the distinctive yellow livery will be remembered for a while yet.
At number 53 is Spencer McHugh from Orange. While not currently active in the UK, the brand does support sailing, particularly grass roots programmes in France.
Euan Sutherland from Kingfisher is listed at number 58. The company is still reaping the rewards of sponsoring Ellen McArthur, with a photo from 2005 adorning the landing page of the British sailor’s website.
Finally at number 60 is Peter Duffy of Audi. The automotive brand is investing heavily in sailing all around the world, and is perhaps the most visible brand in the sport at the moment.
In case you have a great proposal and want to reach the top consumer marketing people in the UK, here is the top 20. The full list can be found here.
- Phil Thomas, Reckitt Benckiser
- Gwyn Burr, Sainsbury’s
- Mark Lund, COI
- Roisin Donnelly, Procter & Gamble
- Jill McDonald, McDonald’s
- Richard Hodgson, Waitrose
- Elizabeth Fagan, Boots
- Keith Weed, Unilever
- Dianne Thompson, Camelot
- Amanda Mackenzie, Aviva
- Richard Brasher, Tesco
- Kerris Bright, British Airways
- Sally Cowdry, O2
- Troy Warfield, Kimberly-Clark
- Jonathan Mildenhall, Coca-Cola
- Gavin Patterson, BT
- Kevin Brennan, Kellogg
- Chris Jansen, British Gas
- Jennelle Tilling, KFC
- Rick Bendel, Wal-Mart