Sailing is one group of sports that provides sponsors with the opportunity to be highly targeted with their messaging. Yacht classes are almost a pre-forma segmentation of the marketplace with different demographics and communities cultures grouping together around specific events. Rather than trying to be everything to everybody, some classes keep their value high by being able to tell potential sponsors exactly who it is they get to market to, where and when instead of bluffing about a gross television audience in the billions who don’t really care.
Aberdeen Asset Management has augmented its title sponsorship deal with Cowes Week by announcing that it will also sponsor the X One Design (XOD) in its centenary year. The class attracts many supporters through being authentic and relevant.
The XOD class Sponsors will support the class throughout Aberdeen Asset Management Cowes Week and in return, the boats will get Aberdeen stickers and branding. The asset management company will also get some visibility on merchandise and in the XOD Centenary brochure and book.
Martin Gilbert, Chief Executive Officer of Aberdeen Asset Management said:
“It was really a very straight forward decision for us to show our support to this historic and prestigious class; with our involvement in sailing increasing this year as a result of our Cowes Week sponsorship, we are happy to align our brand with the XOD fleet.
Aberdeen has a long-standing heritage in sailing having been first involved with Sam Davies in her first single-handed transatlantic race in 2001: we continue to be proud of our affiliation with the Dragon class which has been part of our sponsorship portfolio since 2006 and we are also title sponsor of the Scottish Traditional Boat Festival which takes place in Portsoy, Scotland annually.”
William Norris, XOD Class Captain, said:
“We are absolutely delighted to have Aberdeen Asset Management’s enthusiastic support as our title sponsor for this year’s centenary celebrations. It is an exciting time for the Class with well over 100 boats expected for the year’s main event, which is Cowes Week itself. Aberdeen’s sponsorship, in addition to that which we have received from seven other corporate and many individual supporters, is extremely welcome and will help to make Cowes Week a very special occasion for the Class”
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