Despite the glamour and perceptions of wealth, many organisations involved with yacht racing cry poor when it comes to spending money on things like marketing and PR. It’s not a behaviour confined to sailing though, with large football teams and F1 teams using their brand and popularity as leverage when buying services. In some cases, professional services will be bartered for sponsorship, it’s also not unhead of for such organisations to play on the passions of people involved with the sport to reduce costs – the line goes something like; “well there are plenty of people who would love to work in this industry who will do it for less, even free…”
[cleeng_content id=”473947617″ description=”99 cents or 10,000 hours. The path to being an expert can be easy or hard. ” price=”0.99″]This attitude has to be weighted against the maxim; “you get what you pay for” and over recent years, as yacht racing gradually moves from being a sport to being a business, organisations who are trying to benchmark themselves against other sports businesses like football and F1 are starting to realise that generating awareness outside of the sailing market requires spending money.
The VELUX 5 OCEANS, has appointed leading strategic communications agency Hill & Knowlton to handle a global media relations brief utilising their network of offices around the world.
Through their network, centrally co-ordinated from London, Hill & Knowlton’s Sports team will assist the race communications team with the PR and activation of the race via offices in France, South Africa, New Zealand, Australia, Brazil, the United States, Germany and Poland. These key territories reflect both the route of the race, the nationalities of the participating skippers and a number of key markets of title sponsor VELUX Group.
Tim Kelly, VELUX 5 OCEANS Race Director of Communications, said
“Following a competitive tender process around the world, Hill & Knowlton presented a very creative pitch, offering a unique solution of a global network which ideally suits the international nature of the VELUX 5 OCEANS. This network offers us flexibility, synergies and a base of knowledge sharing which adds significant value to the race media team. Given their energy, enthusiasm and experience, I have no doubt that this will be a highly successful partnership.”
Andy Sutherden, Head of Sports, Hill & Knowlton said:
“This is a great win for H&K. We were able to demonstrate the breadth and depth of our experience across our network. This combined scale and expertise will help the VELUX 5 OCEANS team deliver international fame and excitement for this global sporting event, and we are delighted to add them to our list of blue chip clients such as Gillette, Aviva, adidas and Castrol”.
More Velux 5 Oceans Race News…[/cleeng_content]