There is an interesting paradox that makes selling yacht racing an interesting challenge at the moment. On the one hand, the sport attracts a desirable demographic of wealthy consumers, while on the other, the America’s Cup and others are trying to dymystify and simplify the sport for wider, more mass-market appeal. However, while there is a crossover between participation in and consuming of sailing, events like Antigua Sailing Week and Cowes Week, should be able to continue to attract brands who don’t mind a bit of elitism.
Chivas Announced as Sole Diamond Sponsor of Antigua Sailing Week.
Antigua Sailing Week has announced that Chivas Regal will be the only Diamond Sponsor of the 2011 event, taking place from 24-29 April. The spirits brand, which is part of Pernod Ricard will highlight a shared heritage and premium status of both the event and the brand.
In a bit of convoluted marketing spin, the company says that ‘the week-long regatta will be used as a platform to promote its “Live with Chivalry” campaign, which celebrates the deep sense of honour and camaraderie displayed by the competing teams.
Man with a very long title – Pernod Ricard Americas Travel Retail Vice President Travel Retail Marketing; Quique Girones says:
“The renowned competition pays tribute to the sport of sailing which reflects the spirit of luxury and shared adventure, making it a perfect partner for our brand. ASW is a great platform to showcase Chivas Regal to an international audience that shares our values. We are proud to be the Diamond Level Sponsor of one of the world’s most prestigious sailing events and we look forward to collaborating with such a grand organisation for years to come.”
The partnership is not just about flags and stickers. The campaign is part of a growing trend by food and drink brands to provide experiences that generate awareness. This includes tastings, but Chivas will also host an array of VIP events including the Captain’s Cocktail, ‘poised to be the highlight of the competition’s exclusive social calendar’.
Antigua Sailing Week Chairman Ian Fraser said:
Chivas Regal is a globally recognised brand and having them as our premier Diamond Sponsor adds to Antigua Sailing Week’s acclaim. The competition provides an excellent opportunity for its sponsors’ companies to create a significant connection with sailing and the people involved in sailing throughout the world.”
LIME – Gold Sponsor and Official Mobile and Internet Service Provider to Antigua Sailing Week.
Corporate Communications Manager LIME Paula CM Lee said:
”Sports is one of the three main areas of LIME’s sponsorship portfolio, the others being Education and Culture. Each year, we look forward to working with the Antigua Sailing Week Committee to create a better experience for participants, visitors, residents and other stakeholders. Our sponsorship package is a combination of cash, and services. The service component includes GPRS cards and LIME’s Broadband service. Via these channels, ASW committee members on land and at sea will be able to exchange information that is required to maintain a seamless operation.
“In Antigua, more people are becoming interested in sailing. If this trend continues, it is fair to assume that the future of Antigua Sailing Week is secure.”
Sponsorship Manager to Antigua Sailing Week, Paddy Prendergast commented:
“Antigua Sailing Week is absolutely delighted yet again to be associated with LIME. We are grateful that in spite of economic challenges LIME has agreed to continue its sponsorship to one of the most prestigious regattas in the world. In contrast to other global regattas, Antigua Sailing Week has announced that it expects the number of yachts to be up from last year. We look forward to a great event and hope that our relationship with LIME will extend far into the future.”
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