British yachtsman, Nigel King will begin his 3rd Solitaire du Figaro campaign with the backing of London based E-Line Orthodontics Ltd.
Raising sponsorship is as much about networking as it is about having a compelling story. Once in a while, you can get lucky with a cold call or a speculative letter sent in the mail, but good partnerships are born out of relationships and the more relationships you make, the more sponsorship you are able to raise.
It’s no accident that some of the skills that the future of Britain’s offshore talent is being taught at the Artemis Offshore Academy relate to business accumen and marketing as much as sailing fast.
As well as promoting their highly developed, invisible, adult, orthodontic treatments, E-Line Orthodontics will help King secure future sponsorship as he works towards his ultimate goal of competing in a future Vendee Globe event.
Recognising the need for longer term support for King’s future sailing campaigns, E-Line Orthodontics has agreed, as part of its deal, to introduce other, larger companies to King’s campaign and give them the opportunity to see the potential benefit of a more extensive, future sponsorship deal with one of Britain’s brightest up-and-coming offshore sailors.
This will be King’s third attempt at La Solitaire du Figaro, but it will be the first time he has had a substantial sponsor. This, combined with support he gains through being a member of the Artemis Offshore Academy Development Squad, will give him the opportunity to build on his previous performance where he finished sixth in the 52-strong fleet on the last leg of 2009 La Solitaire du Figaro, and 23rd overall.
Speaking about the sponsorship announcement King said:
“The input E-Line Orthodontics is providing really changes my situation. I would have really struggled without their support so I am extremely grateful that the company has recognised my sailing potential as an opportunity to market their business. It is great to have a company that not only shows a great deal of enthusiasm for the sport and in my particular project, but also wants to use it as a long-term business opportunity to hopefully get other companies involved in sailing sponsorship.”
Stephen Hopson – Clinical Director of E-Line Orthodontics Ltd – commenting on the newly-signed deal said:
“Nigel is one of the world’s best single-handed sailors and we are proud to sponsor his campaign. Hopefully other companies will recognise what a great marketing opportunity Nigel and single-handed sailing represent. This sport is growing in popularity and, given adequate funding, Nigel has the potential to go to the very top.”
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