The Perth 2011 ISAF Sailing World Championships has announced several local partners over the last few months, but the event is an opportunity not just for Western Australian and Australian businesses, but for global brands who want to be seen via the platform presented by the regatta. Organisers have appointed Sports City as its exclusive global commercial partner to search for worldwide partners and to promote the event internationally.
[cleeng_content id="320913103" description="99 cents or 10,000 hours. The path to being an expert can be easy or hard. " price="0.99"]Darren Beazley, director of commercial partnerships at Perth 2011, said:
Perth 2011 is a major international sporting event that will reach a significant television audience. We know that the Perth 2011 ISAF Sailing World Championships will be especially attractive to European companies seeking to convey their commercial messages. We look forward to working with Sports City to secure international commercial partners over the next 14 months”
Nuno Sousa, chief executive of Sports City, added:
“I am thrilled with this partnership as I truly believe in the value that such an event will add to future partners and sponsors. Sailing is a sport that offers brands a platform to target a very specific segment and in the case of this event, on a global scale.”
The Sailing World Championships are talking up their numbers. They claim that the event will attract some 500,000 spectators to the city of Fremantle over the 16-day programme. One can only imagine that this is a cumulative number. The Australian Rules (AFL) Grand Final, Melbourne Cup and F1 GP attract single day crowds of 100-120,000 people, and even with sailing being a sport that ranks in the top 10 in the country, half a million people is a big number for the most remote city on earth. The 500,000 number divided over 16 days gives an average daily spectator number of 31,000.
The TV numbers are also being given out as gross figures. Organisers are selling a TV and online audience of 500 million, which doesn’t seem to stand up. The commercial opportunities are extensive, but overselling the benefit doesn’t do anyone any favours.
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