PUMA will replace SLAM as the Official Clothing Partner of America’s Cup defender ORACLE Racing. The ‘sportlifesyle’ brand will also kit out the organising personnel and be the official merchandise licensee for the America’s Cup. There is no doubt that PUMA’s sports marketing expertise will benefit the California based team, but PUMA will be pushed hard by the ORACLE Racing sailors who are used to throwing money and technology at something until it is the best. Making caps for VIP guests is one thing. Making technical sailing...
read moreA war is on for the hearts, minds and screens of sailing fans around the world. In a few short years, the sport has gone from being almost invisible, except for the occasional record breaker and America’s Cup, to being streamed 24 hours a day in HD via the Internet. Whether or not there is a sustainable business model for such media production is still to be seen, but people who want to watch yacht racing and the back-stories of pro sailors can choose from a multitude of YouTube channels, video aggregation sites and IPTV platforms. The...
read moreAberdeen Asset Management Cowes Week has a new website, and it’s pretty good. The site is simple, clean, easy to navigate and most importantly is designed to understand that the event has multiple stakeholders and audiences. Title sponsorship of Cowes Week has been missing from the event in recent years, and as a result, money has been spent in other areas. With the support of Aberdeen Asset Management, the web presence of the regatta has been given a much needed face-lift. Organisers have also created a mobile site which is intended to...
read moreIf you are going to have an event featuring big cats, you might as well get your sponsors’ iconography to match. The America’s Cup have announced that PUMA will be the Official Sportswear Partner for the next edition which includes the America’s Cup World Series. It’s a good choice for the Cup, which is trying to reinvent itself to a new audience. PUMA showed during the last Volvo Ocean Race that they can teach the sailing world a lot about sports marketing and activation. If the America’s Cup really wants to appeal to a new...
read moreThere are some statistics that might be flawed, but nevertheless when applied across time in a consistent manner, provide valuable insights. While the number of Facebook likes a particular brand or athlete has is not a rigorous test of popularity or marketing success, it provides a good proxy for who is managing to engage what one might call – the Facebook generation. There has been no change in the top 10 yacht racing brands for whom we monitor Facebook likes. Average monthly growth for the properties monitored was 6.02%. The fastest...
read moreWe're going to do a bit of a 'reccy' to Plymouth next week. Assess the setup for the America's Cup World Series. #AC34 # RT @Mike_Golding: Vendee Globe – New : Major refit for Gamesa http://bit.ly/ofRLIq # Hey @fredeagle – have you seen this? RT @LilBethy America's Cup is looking for a graphic designer… Cc: @34thAC # Nice simple promo video for the extreme sailing series cowes round. RT @emilycaroe …Bring it on! #exss http://youtu.be/YGsm-mBCAjQ...
read moreEmirates Team New Zealand boss, Grant Dalton knows more than most about what’s really going on with the America’s Cup. In a wide-ranging interview with Sailing Anarchy, Dalton has put on the record several issues that have been bubbling away under the surface for a while. Remember that the America’s Cup is not your average boat race. Lawyers and back-room machinations are just as much a part of the process as on-the-water performance – something that newer teams may not be set up for. Here are some of the issues...
read moreI remember a time when 12 metre yachts, with long sleek hulls and off-white sails raced side by side and provided both action for spectators and photographers. Actually, I don’t need to remember too far back, because events like the Panerai British Classic Week recreate such events in a way that allows for those of us on the fringes of the Facebook generation to indulge in nostalgia. As I watched several 12 metre yachts race off Cowes last week, part of a 72 boat fleet for the Panerai Challenge, I wondered if 72 foot catamarans with...
read moreAn interesting juxtaposition in the latest news round-up by ORACLE Racing. Rather than back away from the ‘Facebook Generation‘ statement, Russell Coutts has brought it out again and once again said that the rules and format of the new America’s Cup are designed to make the event simpler and easier to understand. In the very next news item, ORACLE Racing introduce the new, simplified format that features 3 different disciplines, 4 different events and new courses. So on the one hand, Russell Coutts is saying: “Many of the...
read moreWith just weeks until the first America’s Cup World Series event in Cascais, the people responsible for somehow recouping the costs of the revolutionary approach to television via commercial partnerships are announcing more deals. Like other deals done to date, the collaboration with Garmin Ltd seems to be an ‘in-kind’ arrangement. Garmin will be the “exclusive official supplier of marine navigation, marine communication, and marine sensor equipment” to the 34th America’s Cup. And having released the Course...
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