As the America’s Cup World Series draws the attention of old and new sailing fans to Cascais in Portugal, the battle off the water for the hearts, minds and disposable income of those fans heats up.
In the highly competitive sailing apparel market, brands have more opportunity to realise a return on sponsorship through direct sales of team merchandise. A couple of folks, who have a casual interest in the America’s Cup might buy a souvenir of an event, but real fans will want the gear worn by their team.
On the back of the news that CORUM would be a partner, ENERGY Team France have announced that their sailing clothing brand of choice will be Marinepool. The company which is also the official clothing partner of the Extreme Sailing Series will be the “Official Technical Clothing Partner” for ENERGY Team’s challenge for the 34th America´s Cup.
Bruno Peyron, CEO, Energy Team France said:
“We are very happy about this partnership between Energy Team and Marinepool and are looking forward to a very succesful cooperation.“
In a statement, Marinepool said:
“Marinepool is proud to be part of this challenge and to join two of the world´s finest sailors in their effort to win the last trophy that has eluded them and their nation. Team Energy France will exclusively wear Marinepool technical gear renowned for it´s quality and cutting edge technology and design.”
If there are other clothing and apparel deals done for the America’s Cup, it’s hard to find them. Yesterday we overlooked the fact that Louis Vuitton had been announced as the Official Timekeeper for the event, but as the teams get to grips with migrating their online presence to the official America’s Cup website, activation of sponsorships (and partnerships) seem to be taking a little bit of a back-seat.
Even ORACLE Racing, which is long established, makes no mention of their Official clothing partner(s) on their section of the website.
Having watched what Marinepool have done with the Extreme Sailing Series, and with the experience and business savvy of the Peyron brothers, it would be reasonable to expect that the ENERGY Team deal (which is on the partners part of the Energy Team section of the America’s Cup website) will generate some good awareness and sales.
More America’s Cup News.