World Match Racing Tour Focuses on Digital Media Through Sigma Deal. 1


Sigma has been a long term sponsor and partner of Match Cup Sweden, which was the blueprint event for the World Match Racing Tour. Now the Swedish company will partner with the global match racing series to provide a digital communications platform that will include “better integration with social media networks”.

A website is not enough anymore. A couple of pages that are updated at the beginning of the season and push information to visitors is not what an international sporting property needs to be delivering. And the World Match Racing Tour is looking to make the most of the huge quantities of new and historical media they have available to them.

Communication with fans has become a growing obsession with professional sailing events over the last few years. Rather than exist for sailors, the sport is becoming more aware of the need to provide a product that gives sponsorship partners the best value, and that requires developing an appreciative audience. While mass market TV might not be available in all territories to all events, social media and other technological advances – like internet based TV give all sporting promoters the ability to engage with multiple audiences on multiple levels on multiple devices

The partnership with Sigma will ensure that all media are provided with a world-class digital media center. The one-stop information service will supply the sailing media with the latest must-have information including press packs, a wealth of video content, analysis, statistics, archive information and photography, all of which will enable them to deliver coverage of WMRT to a new and improved level.

Real sports, with real sports fans have statistics, and the World Match Racing Tour with Sigma’s help, will make more of the data that is available, both real-time and historic.

Key Account Manager at Sigma, Per Kündig, said:

“We are honoured to have been chosen as a digital partner to The World Match Racing Tour. Sigma´s team is developing a world class website that will attract the Tour’s various target groups and be a natural platform for the professionals using the website as a tool on a daily basis.”

WMRT CEO Jim O’Toole said

“As a premier international sailing series we are continually looking to improve all areas of our activities and in particular our communications – whether it is how we communicate with fans or the media, or how we deliver new platforms for our partners to have a voice in the international market place. The partnership with Sigma will take WMRT’s communications to a new level, and while the first stages of the new platform will be in place ahead of our first race of the 2011 season, we will be looking to constantly develop and evolve our offering as the relationship develops.”

The first World Match Racing Tour event will take place in Marseilles, France in May.