How can Sailing Events Create Brand Partnerships?

Very interesting post, thanks for the update. Certainly agree with the comment about it ‘being the platform’. We regularly sell sponsorship without ever mentioning the sport, boats or sailors (same goes for every other sport).

Interesting comments on Facebook. Our findings in Asia are increasingly pointing the other way though. It is so easy to ‘like’ something, join a group, agree to attend an event, without having to think or give up anything (time, money, energy). Therefore the emotional buy in is negligible.

A quick example. If someone has to register and pay for a ticket to an event online we can pretty much guarantee they will be there. If they register but don’t have to commit money it is still pretty high, around 90%. If they say they will be there on Facebook, we can assume that less than 10% will actually attend. This has been tested against over 100 events ranging from sport, music and business over the past couple of years.

Hence whilst there is big client demand right now for ‘likes’ and the Social Proof concept does have some merit, we have yet to see any tangible value for the majority of brands following this route.

On a personal note, the Hugo Boss ad wake-boarding behind a yacht is one of my all time favourites!!!

http://www.sportsfestialasia.com