Despite being held in the most remote city on the planet, the 2011 ISAF Sailing World Championships will have global reach. A large proportion of the world’s sailing countries will make their final selections for the 2012 Olympic Games in London based on the results in Perth. The event then is an opportunity for Perth to be a platform for all kinds of brands who want to position themselves to a global audience whether they be competitors, officials or fans.
Despite the global event status, and large corporate backing of many of the teams competing, event organisers continue to announce relatively small, local sponsorship deals. The latest is Western Australian brewer Little Creatures, who will receive great benefits from their association.
Perth 2011 Director of Commercial Operations Darren Beazley said:
“Little Creatures produces Western Australia’s favourite beer at one of Fremantle’s favourite destinations, which makes them a natural fit as the Official Beer of the Sailing World Championships. Come December 2011, this Fremantle ‘institution’ will be located in the epicentre for the Perth 2011 ISAF Sailing World Championships. Little Creatures will have the chance to promote their quality beverages to an audience that will provide them with tremendous local, national and international exposure. Perth 2011 is delighted to have a partnership with a brewer that is ‘best of breed’, uniquely Western Australian and mirrors our youthful approach to promoting the World Championships.”
Little Creatures Head of Creative Development Miles Hull agreed that the marketing and promotional prospects are exciting and that Perth 2011 and the brewer had today formed a mutually beneficial partnership.
“Given our Brewery’s location in the heart of the World Championships, we are very excited that one of the biggest sailing events in Australian sporting history is coming to Fremantle. We trust that visitors, tourists and locals alike will enjoy our great beer, amongst the fantastic atmosphere that this world-class Event will bring to the Fremantle waterside.”
Perth 2011 is a great opportunity not just for Western Australia but Fremantle, in particular, and we’ll be highlighted on the national and international stage. Fremantle has such a terrific community and Little Creatures is very proud to be playing a major role in partnering with Perth 2011 to promote it to the world.”
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