Even if you wanted to compare sailing sponsorship opportunities side-by-side, it is a very difficult thing to do. We’re often asked where money should be invested into the sport, and invariably the answer is another question – what are you trying to achieve? In fact – those who are looking to sponsor sailing should be asked all kinds of questions about their goals, their audience, their geographical market presence amongst other things.
It’s the same with motor-sport or football. There is not a lot of point sponsoring the English Premier League if you are targeting the Italian market. You might get a lot more value out of DTM (German Touring Cars) than F1 if you are targeting your message to a specific group of customers.
The Audi Med Cup 0ffers companies a proven, targeted, platform with high performance competition as well as the backing of a title sponsor. It’s always interesting to listen to company executives explain their reasons for a particular sponsorship investment – and André-Jacques Auberton-Hervé, Chairman and CEO of Soitec, the new partner of the Audi Sailing Team powered by ALL4ONE says:
“We join the Audi Sailing Team powered by ALL4ONE with the goal to reinforce the Franco-Germanic team – a leader meeting another leader to win together! We have chosen to enter the sailing world because our targets are leadership, performance and efficiency – which are key words in our field of expertise. To be successful at the Audi MedCup and other regattas, the ALL4ONE team must generate a winning performance against international competitors out of nothing more than the power of the wind and waves.
In order to be the fastest team on the water the team will develop and optimise its boat using high technologies and techniques. We are established in all the countries of the Mediterranean basin, where our yacht will race, and where we can also demonstrate the strengths of our Concentrix Concentrating Photovoltaic (CPV) solar technology. This technology, aimed at the manufacture of solar farms in sunny regions, is fully in phase with the sustainable development targets that were defined at the 2009 UN Climate Change Conference in Copenhagen, where targets were set for 20% of the world’s energy to be produced from renewable resources by 2020.”
In other words – there is a good fit with the sponsorship opportunity, the markets, the products and the sporting team’s brand and positioning. It remains to be seen how many of the new America’s Cup teams can convince brands that they offer such good value.
Of course, having solid financial backing helps race teams perform better. Stéphane Kandler, ALL4ONE’s CEO commented:
“We are delighted to welcome a new partner onboard, one that is also a world leader in its sector, one that like ALL4ONE has chosen innovation as a growth tool. Our team now has all that is necessary to compete at the highest level on the Audi MedCup Circuit and potentially other international regattas. With a 3-year commitment from both our partners we are now in a position to be able to consolidate our human and technical assets on which we have invested so much since our team’s launch in 2009. We are proud of what we have achieved over this time and excited about what is ahead.”