Skandia To Use Sailing in Consumer Marketing Campaign.

There are certain sponsors who really make a difference to a sport. When Skandia sponsored Cowes Week, they did it properly, adding a level of professionalism and commercialism that the regatta has struggled to replace. Last week, the investment company backed the 2nd annual Sail For Gold regatta in Weymouth as part of their sailing based promotional [...]

Jaguar’s Sponsorship of America’s Cup Style Sailing Delivers.

The 1851 Cup surprised me. Initially I was sceptical about the exhibition match between TeamOrigin and BMW ORACLE to commemorate the original race around the Isle of Wight that became the America’s Cup, but having experienced the event last week in Cowes and having seen the coverage that was generated for the sport in non-sailing press, it [...]

Extreme Sailing Series Moves Sailing Closer Towards Being a Professional Sport.

Last week in Cowes, sailing fans got to see several forms of the sport side by side. Beside the amateurs, who disappeared off the start line into all corners of the Solent, was the 1851 Cup – an exhibition match for version 5 America’s Cup boats, the Artemis Challenge for the IMOCA 60 class and [...]

Artemis Challenge Part of Sponsorship Drive for Dee Caffari.

Cowes Week 2010 featured several special events. Along with the 1851 Cup exhibition regatta for old America’s Cup boats and the Extreme Sailing Series, the Artemis Challenge returned to the regatta to showcase the powerful IMOCA 60 offshore sailing yachts and to raise money for charity by involving some celebrities in a special ’round the [...]

America’s (Cup) Got Talent – Three Video Finalists Chosen.

The competition to select the new breed of video artist to deliver the 34th America’s Cup to a fresh, wide audience has selected 3 initial finalists. The campaign aims to tap Generation Y to share production techniques on how to energize the look of the competition for the world’s oldest sporting trophy. According to organisers, “the under [...]

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