Despite the success of the Volvo Ocean Race‘s successful stopover in India during the last race, the country has not really received the attention it should from sailing rights holders. Recent viewing figures that we’ve seen show that the television audience for sailing in India is huge – much larger than some S.E. Asian countries where world series’ currently have events (or are planning on having events?).

The Rolex Sydney Hobart Yacht Race is taking advantage of this demand for sailing content in the region by announcing that the race will be broadcast throughout Asia, Pacific & Indian Sub-Continent via the Australia Network.

The Cruising Yacht Club of Australia had granted rights for the broadcast of the entire ninety minute start program of the Rolex Sydney Hobart Yacht Race 2010. The gross media reach is up to 31 million homes across 45 countries in Asia, the Pacific and the Indian sub-continent, including Australian troops serving in Afghanistan and other parts of the region.

The Rolex Sydney Hobart Yacht Race joins a list of other top sporting events such as the Melbourne Cup, Tri Nations rugby and State of Origin that are shown on the Australia Network.

Cruising Yacht Club of Australia Commodore Garry Linacre said:

“We are extremely pleased that we have the opportunity to bring this iconic yacht race and the sport of sailing to an even larger regional audience through this agreement.”

Rod Webb, Head of Programming of the Australia Network said:

“Our main interest is to continually provide our expatriate audience with content, and we hope that we can begin a tradition this year by including the Rolex Sydney Hobart Yacht Race start program into our offering and that it will become a regular must-view program in the years to come.”

The start of the Rolex Sydney Hobart Yacht Race is an iconic part of Australian sporting culture. On Boxing Day, sports fans switch between the sailing and the Cricket while they recover from Christmas celebrations the day before.  In 2010 the Seven Network reported 1.2 million Australian viewers had tuned into the race start, with an additional global audience watching the broadcast online.

More Australian Sailing News…

Wind energy sponsorship of sailing seems to be a no-brainer, but despite big investment in the wind energy sector, relatively few deals are done in the sport.

ISAF have announced that Gamesa, a company specializing in sustainable energy technologies, mainly wind power has signed a sponsorship agreement with the Yachting Association of India as a silver sponsor for the India International Regatta.

Commenting on the partnership, YAI Treasurer Cmde (Retd) AS Bajwa said,

“This is a new relationship for both the YAI and Gamesa and one that would be fruitful in the future – because the values of the sport and the company’s mission are well matched”.

Ramesh Kymal, Chairman & Managing Director, Gamesa Wind Turbines Pvt Ltd, said:

“It gives us great pleasure to support sports in general and environmentally friendly activities in particular. This is a valuable association promoting activities using wind power, which are in line with our business commitments.”

The India International Regatta is held each year in October – November at Chennai, Tamil Nadu to bring together competitors and general public a complete ‘Celebration of Sailing’.

India International Regatta which is part funded by Government of India and Government of Tamil Nadu has a list of long term aims that are about more than just competition. They include: promoting interest in preservation and conservation of environment and natural resources, promoting sailing as a healthy and enjoyable sport for pleasure and competition for everyone for life and supporting the development and growth of sailing classes, Yacht Clubs and sailors.

More Sailing Sponsorship News…

It’s sometimes easy to forget that Volvo make more than cars. In the West, the company’s sailing sponsorships are usually associated with their towing vehicles, but like all good sponsors, Volvo tailor their message based on the market they are in and the renewed sponsorship of the India International Regatta is all about buses.

Volvo will serve as the title sponsor of the Indian International Regatta 2010, having previously served as the event’s exclusive corporate sponsor. Financial terms were not released, however, it is expected to be on similar terms as the two organisations previous agreement, which Sports Pro Magazine estimates at $USD 100,000 per year for 3 years.

Managing director of Volvo Buses, Akash Passey, said,

“We are very proud of our sponsorship of the India International Regatta. Volvo is associated with sponsorship of major sailing championships and connected with loyal and dedicated sailing fans around the world, and as the title sponsor of the ‘India International Regatta,’ we have the honour of extending our relationship with sailors in India too.”

Volvo Penta, Head, S Prabhakaran said:

‘Volvo Penta is committed to promoting the need to preserve and conserve our environment, and sailing is just that sport which connects people to these elements of nature. With the growing popularity of the sport in India, the children are ideal ambassadors for us to help make the change.’

AS Bajwa, Yachting Association of India treasurer, said,

“It is a major step forward in expanding our vision of putting India as the global sailing destination and by tying up with Volvo, the brand leader of sailing races worldwide, it is bound to add tremendous value.”

The regatta to be sailed off Chennai during 03 -10 Oct 2010 is expected to see sailors from Singapore, Qatar, UAE, Bahrain, Turkey, Thailand, Malaysia, Myanmar, Philippines, Sri Lanka, South Africa and Kenya who have evinced keen interest in participating in this year’s event.

The sport of sailing in India is growing fast. As well as increasing participants, India is becoming one of the largest TV markets for sailing content.

More Volvo Sailing News…

The Volvo Ocean Race raised a few eyebrows when it included India in the last edition of the Round the World race. Traditionalists shook their heads and muttered about the Southern Ocean, but those with a more global view saw the move as being essential to build the sport of sailing in developing markets with huge populations. All sports are looking to try and unlock the potential of markets like Brazil, Russia, India and China, the so-called BRIC nations. In India, sports like Cricket have a huge head-start, but those who take the initiative should win out.

Given Volvo’s success in India, it is not a huge surprise to see them, sign on as the exclusive corporate sponsor of India International Regatta, scheduled at Chennai during 1-8 November 2009. Where the company might use sailing in the UK to promote dinghy towing SUVs, the Indian event will be backed by Volvo Buses and Volvo Penta on behalf of the Volvo Group in India.

The regatta to be sailed off Chennai is expected to see more than 150 sailors from across the world racing in the Optimist and the 29er class of boats, which have been recently procured with the assistance of the Ministry of Youth Affairs and Sports, Government of India.

Commenting on the deal, Marketing Head with Volvo, Sohanjeet Randhawa said,

“We have seen a great synergy between our brand and sailing, and the growing popularity of sailing in India makes this a great opportunity for us to partner. We now have a special connect with Chennai city and sailing in India. Volvo Buses with a 100 bus order from Chennai City will soon be part of the city’s development landscape. Volvo Penta on the other hand is one of the most preferred Global brand in the boating industry and as well as in marine commercial and industrial segments. On land, air or on sea Volvo seeks to create value in consonance with its core values of environment care, safety and quality”.

The world’s most followed and toughest ocean race is sponsored by Volvo and the yachts made a stopover at Kochi in December 2008, during its last edition. The next Volvo Ocean Race is scheduled to start from Alicante, Spain in mid/end 2011.

Shankar Narayanan, Managing Director, Asia Growth Capital, Carlyle Group and Chairman Fund Raising & Publicity Committee of the Yachting Association of India said:

“We are delighted to have Volvo come on board as the title sponsor of the event. It is our privilege to have one of the world’s leaders join hands with us and I extend a hearty welcome on behalf of the entire sailing family. I am confident that together we will create a wonderful experience for the sailing enthusiasts and help make this event even bigger in the days to come.”

For more information on how to get to the regatta, and to book your charter boats, visit the event website www.iiregatta.in.