To stream live or not to stream live – that is the question that sailing rights holders are asking themselves in 2011. The Volvo Ocean Race has streamed in-port races, the World Match Racing Tour is streaming up to 2 hours of live racing per day, the America’s Cup is promising a mind-altering sports spectacular live on the internet, and the Audi Med Cup has also proved popular with internet audiences.

Now the Extreme Sailing Series is adding streaming offers to fans. After the Istanbul round was broadcast live on Turkish and Balkan television, the concept of streaming was tested in Boston where ‘On the Water Anarchy’ provided coverage, and now the Cowes round of the event for Extreme 40s will also be able to be watched live.

But what is the value of the live product versus a highlights package? The Extreme Sailing Series produces a 6 part series that is broadcast widely on channels such as CNBC, Eurosport, Channel 4 (terrestrial UK), Bloomberg, TRT, Starhub (Asia) and Sport+ (France), but with a very similar product going head-to-head with the series on the same dates, a live streaming offer helps keep the Extreme 40s in mind with the internet audience.

The Extreme Sailing Series would be the first to admit that they don’t have the TV budget that the America’s Cup has. The costs of the television production for the America’s Cup World Series are perhaps higher than any other sailing event in history and some believe the TV costs of a single event like Cascais are larger than a Major Golf tournament.

Nevertheless, the Extreme Sailing Series does have the TV production facilities on site to produce the highlight shows, so the marginal cost of streaming is relatively low. The two live products in place for Act 5, WEBcam and LiveTV, are part of a continuous development strategy by the Organisers to discover the most cost-effective way to bring the action to the competing teams’ worldwide fanbase.

Lou Newlands, Media & Communications Director, said:

“We will have two versions of live online coverage during Act 5 – WEBcam and LiveTV – our event is a purely commercially funded one, so we have to choose carefully how to use our constrained budgets and have decided for this Act to take this two-level approach.

“In essence, where we have live TV broadcast in place in territory, we take their feed and broadcast it live over the internet, with multiple cameras, graphics, video inserts and a full commentary team. In territories where we don’t have a broadcast partner or the rights aren’t available, we’ll revert to the simpler form of live video streaming (‘WEBcam’) which is a single camera production, tracking the racing, combined with our onsite expert commentary team.”

The commentary team is the x-factor. There has been no public statement by the America’s Cup as to who will ‘anchor’ the ‘revolutionary’ sports TV from Cascais, but the Extreme Sailing Series has Seb Destremeau, Andy Green and Hannah White lined up for their Cowes event.

In Cowes, from Sunday – Tuesday (7, 8 & 9 August), a multi-camera LiveTV production will be in place, with this coverage streaming live on the official website and other web portals and made available to TV broadcasters. In co-operation with Sail TV, the live output will also broadcast sailing websites that carry the Sail TV player. In addition via the Sail TV set top box the coverage can be seen on TV screens in many establishments throughout Cowes as well as bars and yacht clubs throughout the world.

The Extreme WEBcam will run on the Saturday, Wednesday, Thursday and Friday (6, 10, 11, 12 August) with live pictures and an audio feed taken directly from the race village commentary.

Watch the Extreme Sailing Series in Cowes Live on the Internet

LiveTV : Sunday to Tuesday (7, 8, 9 August)

Programme starts at 1415 British Summer Time (BST, 1 hour ahead of GMT) with 49er and windsurfing action ahead of the Extreme 40 racing starting at 1500 BST

WEBcam : Saturday, Wednesday, Thursday and Friday (6, 10, 11 & 12 August)

WEBcam starts at 1415 BST on Saturday with Extreme 40 racing from 1500.

*WEBcam starts from 1500 BST, with Extreme 40 racing coming back in to the ‘Stadium’ once Cowes Week racing has cleared the area, and not before 1500 BST at the earliest.

More Extreme Sailing Series News

Aberdeen 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 give instant access to results, news, start times, courses and entertainment schedules during the regatta, but using an Android powered Samsung Galaxy II S, we can’t find it yet.

The site also links to the required social media platforms including Twitter and Facebook. So far, 2260 people like the facebook page, which is almost the same as Emirates Team NZ. The social media element is not mentioned in the press release directly, although the site is refferred to as anonline presence which is a trendy digital marketing term that alludes to a brand’s web footprint being more than just its website.

And for those sailors who want to take their expensive smartphones sailing, and have enough battery to keep the GPS on throughout racing, Aberdeen Asset Management have funded a new tracking system trial.

The ‘ngTrack’ system uses competitors’ own smartphones instead of expensive dedicated tracking devices to monitor the locations of boats taking part. Position data is transmitted in real-time to regatta HQ and is available to view online through a simple, easy-to-use viewer. The system is being trialed with the IRC Class 0, Dragon and Multihull classes this year, but Aberdeen hope to extend the facility to the wider Cowes Week fleet in 2012.

Commenting on this year’s tracking trial, CWL Chief Executive, Stuart Quarrie said:

”I have been keen to secure a tracking solution for the regatta for some time and this trial bodes well for a total solution in future years. Being able to track the fleet will be a huge bonus from both a spectator and race management viewpoint”.

Martin Gilbert, Chief Executive of Aberdeen Asset Management said:

“The new tracking system is something we’re really pleased to have been able to support in our first year at Aberdeen Asset Management Cowes Week. At Aberdeen we are aiming to help enhance the event and hopefully this cutting-edge GPS tracking system trial will do just that for all those taking part. We are very much looking forward to receiving feedback from these initial trials to find out if this initiative has been the success we all hope it will be so that we can look to extend it to the whole fleet in 2012.”

The Aberdeen Asset Management sponsored Extreme 40 has also taken to the water off Cowes. The team will compete in the UK round of the Extreme Sailing Series, which takes place during Cowes Week.

More Cowes Week News

• Can't imagine why passport number is a compulsory field for the America's Cup Media accreditation form. cc: @34thac #ac34 #
• RT @fredeagle: Bienvenue sur Twitter le big bro: Bruno Peyron #FF #followfriday Bruno aka @teamexplorer #ac34 #energyteamfr @34thAC #
• Can't see the Cup for the Trees? Larry Ellison wants to be able to watch the America's Cup from his backyard – http://goo.gl/uIvVM #
• Looks like the new skipper of the Banque Populaire trimaran is …. @Loickpeyron (wonder what that means for the AC?) #
• RT @teamexplorer: #AC34 #BP5 #EnergyTeam #Peyron. Guess when TNZ won their first AC and what they did the year before? The jules verne ! #
• Worth reading the whole post RT @oc_markturner: OC ThirdPole postpone The Transat™ 2012: (cont) http://deck.ly/~NMbv4 #
• Great shots RT @ianroman: Fantastic conditions at Skandia Sail for Gold regatta today. Images online http://bit.ly/ixMk4k #ss4g #sailing #
• RT @cowesofficial: Live GPS tracking improved for Round the Island Race 2011. .. http://fb.me/13AviSj9U #
• Nice touch @Lemansrace: Travel Update: Anyone traveling to Le Mans via Dover today please allow extra time for roadworks on the A20. #LM24 #
• We were just compared to Jon Stewart's Daily Show. Love it. Not everyone gets our brand of satire : http://goo.gl/nXJuH (see comments) #
• @mariamoynihan It can be brutal. in reply to mariamoynihan #

Latent audience demand for competitive sailing has been helped by advances in technology that allow even the most niche events send real-time scoring, commentary and video to the world, but even though the costs of cameras has come down, and satellite links have been replaced by the internet, the infrastructure required to give all forms of media what they need can be expensive. Even if you are using the ‘free’ hosting provided by YouTube and Facebook, people still have to be able to connect and get content onto those platforms.

The Perth 2011 ISAF World Championships have added iiNet as a Silver level sponsor. The Western Australian company will provide essential telecommunications support to the organisers, media, participants and spectators.

Michael Malone, Chief Executive Officer of iiNet, said the services provided in the International Broadcast Centre and the nearby Media Centre in Fremantle will enable Journalists and broadcasters to accurately cover the complexities of the ten racing fleets, 850 boats and 1400 athletes taking part in the year’s biggest international sailing event.

“iiNet may have grown to become the second largest DSL internet company in Australia, but this is our home. We were understandably excited to be chosen as the communications partner for Perth 2011 and to use our expertise to promote our home city on the world stage.”

Perth 2011 Chief Operating Officer (COO) Darren Beazley said the digital platforms provided by iiNet would carry the new and innovative technology that allowed officials, the media and the public to follow closely the sport of sailing.

“The racing fleets can now be followed by the Swiss Timing tracking system that shows the position of each boat on a computer or television screen“, Mr. Beazley said. “The internet can also stream live television pictures and commentary from the course. New media such as live blogs, facebook and Twitter will also keep the athletes and general public in close touch with the event.”

Eventscorp Executive Director David Van Ooran said it was fantastic to see a WA business supporting such an important event for WA.

“The Perth 2011 ISAF Sailing World Championships will be the biggest sailing event in this State since the America’s Cup defence. The benefits, both social and economic, to the State will be enormous. It is great news that a home-grown WA company is lending its support in this way.”

More Olympic Sailing Business News…

Logistics is one partnership that you need to get right for any sport, especially an event that has multiple stopovers in multiple countries and continents. The Volvo Ocean Race has announced that DHL will be the  Official Logistics Partner for the upcoming yacht race which starts from Alicante, Spain.

It’s a good fit for DHL, who can show that they are able to manage complicated logistical projects and appeal to a wide audience of Volvo Ocean Race partners and those of the competing teams.

DHL will provide a complete logistics solution for the race encompassing air, sea and land freight movements. The company also sponsors Formula 1 and the Rugby World Cup.

With its expertise in such high-level events, DHL proves it is a global partner capable of delivering against extremely tight timelines and to disparate locations around the world. The Volvo Ocean Race demands a partner who can operate on a large and complex scale, and one which is able to deal with the intricacies of large sporting event logistics, where there are no second chances.

Volvo Ocean Race CEO, Knut Frostsad said:

“We are extremely pleased to announce DHL as our Official Logistics Partner. An event such as the Volvo Ocean Race requires its Logistics Partner to provide a world class service, and we look forward to working with DHL on what truly is a unique sporting and logistical challenge.”

Thomas George, CEO DHL Freight said:

“We look forward to supporting one of the most demanding international sporting events with our know-how in transport and logistics. It’s a perfect fit. Ocean racing requires core characteristics such as teamwork, passion, speed, technology and a can-do-spirit. These values also boost our performance at DHL.”

DHL will work with the race teams and partners to deliver key services including port-to-port transport of cargo and sailing equipment by air, sea and land. DHL will be responsible for the complete logistics management from the pick-up of cargo at any given venue to on-time delivery of the containers at the next race village. In addition to air, ocean and road transport services, DHL will provide full tracking and tracing of the cargo in transit as well as customs clearance and warehousing services.

More Volvo Ocean Race Sponsorship News…

• Detailed look at the pros and cons of the America’s Cup in San Francisco by Kimball Livingston : http://bit.ly/aQxumq #AC34 #
• I’ve favourited a YouTube video – Syz Moth Euro Championship Day 5 http://youtu.be/huQcUHq5ZsQ?a #
• Follow the fleet in the Round Britain and Ireland Race: http://sevenstar.rorc.org/2010-fleet-tracking.html
• Update your details on SAILBASE: http://www.darkbluebook.com/sailbase/index.php?title=Main_Page

The ability to track boats in real time has been one of the key enablers of making the sport of sailing more accessible to a wider audience. The technology also has increasing importance for training, race management and safty. For inshore racing, the ability to send your GPS position via your mobile phone to the internet is challenging companies who have developed more proprietary solutions, but for offshore racing, the barriers to entry are more substantial.

OC Technology, part of OC Group, has signed a new strategic partnership with Yellowbrick Tracking. This is a significant consolidation in the tracking business which establishes Yellowbrick as the leading company in the offshore yacht tracking market with the largest fleet of Iridium-based tracking units available.

Clémentine d’Oiron, OC Technology Manager said:

“Our products have made a significant contribution since 2006 to making tracking a normal part of every offshore race, and we have held a large market share. The partnership with Yellowbrick will provide race organisers and sailing teams all over the world the best possible service and allow for continued investment in product development”

The new partnership will see all operational delivery of tracking services carried out by Yellowbrick, including the provision of the hardware and the online management system, whilst OC Technology will continue to market their integrated communication systems that have been developed over the last decade to such great effect for professional sailing projects, such as, Dame Ellen MacArthur’s solo round the world record and the inaugural Barcelona World Race.

The standard OCTracker unit will be renamed YellowbrickMAX and Yellowbrick will now manage all the tracking operations of the combined business. The Yellowbrick units are self-contained, battery-powered, lightweight, tracking devices capable of reporting a boat’s position, speed and course at pre-determined intervals, and are programmable remotely. In addition, Yellowbrick will also manage the OCTracker+ units, to be renamed YellowbrickMAX+, which allow for a hard-wired installation and extended data transfer capabilities, such as, true wind speed and other data.

Yellowbrick Managing Director, Nick Farrell, commented:

“We are very excited to see this new partnership go through. Yellowbrick now has the largest Iridium-based tracker hire stock in the world, and the most comprehensive back-office system. The experience and depth of knowledge of our combined teams means that we will be able to deliver our first-class service to many more race organisers who wish to track their events. Using Iridium-based trackers means that our units work anywhere on earth, without areas of marginal or no coverage, unlike other operators. Both the Yellowbrick and YellowbrickMAX units and web viewing solutions are tried and tested products.”

The OCTracker unit was launched in July 2006 and in 2007 the entire fleet in the bi-annual Rolex Fastnet Race were fitted with the units in association with the RORC. Since then the tracking units have been used by many race organisers and race campaigns including Thomas Coville’s S’Odebo record programme, the double-handed non-stop Barcelona World Race and the solo transatlantic The Artemis Transat. The units will also be used again in the next edition of the 2011 Barcelona World Race and other prestigious round the world races.

Since 2006, Yellowbrick have provided tracking and information display solutions for events including the double-handed Shetland Round Britain & Ireland Race, the Atlantic Rally for Cruisers and other events in Australia, Italy, Belgium, the Caribbean. Their technology has been selected for the VELUX 5 OCEANS Race starting in 2010. In addition, the lightweight, self-contained trackers have proved popular in a diverse range of applications including expedition tracking and airsports such the World Gliding Championships and Grand Prix gliding events.

Sailing continues to push the boundaries of the way the sport is delivered to its audience. While Russell Coutts and the folk behind the next America’s Cup think about TV, the RS:X World Windsurfing Championships are planning to present a new integrated media platform combining tracking with live video images that can be controlled by the watcher.

The City of Kerteminde in Denmark will stage the 2010 RS:X World Windsurfing Championships from 27 August – 5 September and the event will feature a new platform created by Zenitel and TracTrac.

‘Sailstream – You are the producer’ will allow spectators in Kerteminde to watch the racing on giant screens ashore and give a global audience the opportunity to watch live action on their computer screens. The idea behind the concept is a combination of GPS-tracking, live streaming and course commentary, which should make the spectator experience exceptionally exciting.

Jacob Møhl from Sail Event Kerteminde says:

“This game changing technology lets the spectator choose which video stream he or she wishes to watch, hence the tag line ‘You Are The Producer’. Both the tracking technology and live video images will be seen on the same web page.”

The core of the concept is that three or more video cameras can move independently from point to point on the race track, transmitting directly from the water to the Internet. This will allow key points of the course to be moniored including the start, mark roundings and slalom sections of the course as well as the finish.

Spectators can choose the prefferred camera angle and the GPS tracking adds an extra data stream to make following the competitors more easy. Live commentary will add yet another layer of coverage to explain the images to a wider audience.

Mike Dempsey, RS:X Class President said:

“It’s fantastic for the RS:X Class to be so closely involved in this cutting edge development which will bring Olympic sailing closer to a global audience than ever before. We have been working hard to develop our online media presence for three years. Now with ‘Sailstream’, we’re moving on to cloud servers to handle the expected traffic.”

The city of Kerteminde, anxious to brand itself as the world’s most cozy Lilliputian sailing city will be dressed for the RS:X World Championships. It has officially named the week ‘World Water Week’ and will stage a lot of water related side-activities.

More Streaming and Tracking News…

It has been fairly well documented that one of the success factors of Amazon is its ability to satisfy the ‘long tail’. Traditional bookshops are restricted by space and couldn’t hold every title, so category managers have to make decisions about which titles might be interesting to consumers.

The same could be said for sports media. In an old world with 5 channels and only 24 hours in a day, the total amount of content that could be broadcast was 120 hours and so producers had to decide what people might want to watch. It’s little surprise that niche sports like sailing would be cut out of this mix, but in a world with infinite channels – where every page of every website can be a delivery portal – latent demand can suddenly be measured.

What’s not so clear is what the business models are.

Today, the World Match Racing Tour begins it’s second round of 2010 in Germany. The series is spending money on providing fans with content. Writer, Mark Chisnell is once again live blogging in text form and the event is also being streamed. While the series is in ‘build awareness’ mode, the strategy seems to be – get it out there. But rights holders are finding that the latent demand is there and sailing fans are demanding more and more.

In 2009, the only way to follow Match Race Germany was being there. In 2010, the live blog gives up to the second updates, but even during Flight 1, on a dreary grey Thursday, fans were asking via the comment system – where is the tracking? Where is the stream? The expectations have been set and sailing fans are expecting a lot.

Watch the ‘Live’ Stream from Germany*

* Streaming from 14:00

A couple of weeks back, the SportBusiness New Media conference made a big deal about a game of football that was streamed live. People who follow football, especially the national team just expect that the game will be shown on live television, even if it’s restricted to pay channels. For more niche sporting events, like the majority of sailing, technology now allows for events to be delivered via the internet to a small but loyal audience.

In fact, the lack of live TV coverage has forced the sport of sailing to innovate. Sailing has seen the delivery of live audio commentary, live text blogging and even live 3D animated racing.

The Audi MedCup Circuit is one event that believes investment in cutting edge technology and innovation and improved access to the action delivers benefits to fans and sponsors. In 2010, www.medcup.org will stream a daily 4 hours programme with live action. The first Audi MedCup TV programme, to start on May the 12th.

The Circuit is a good example of how incremental technology has made the experience better for the remote viewer. In 2006 there were live mark by mark ticker text updates, in 2008 and 2009 there was live audio commentary and ‘Virtual Eye’ real time tracking.

The 2010 Audi MedCup Circuit will be streamed direct to internet viewers including dockside interviews, pre and post race analysis. As well as www.medcup.org, the feed will be sydicated through SailTV.

Content will be created by Sunset+Vine|APP who will be beam video from a stabilised camera on a TV catamaran which has unrivalled access to the fleet. There will be continuous commentary in two languages and expert comment. On board cameras will add to the racing action as well as aerial coverage. The action will be mixed at the venue broadcast centre, cut with supporting Virtual Eye 3-D animation.

Andrew Preece, Audi MedCup executive television producer explains:

“We are looking to really be able to drill into what is going on on the race course and highlight and explain in simple terms what is happening and why, what is interesting about each race. It will be essentially a sporting programme, but we aim to unravel the action, so that the action become more easily understood and accessible to a new sailing audience.”

Mark David, SailTV CEO says

“We are excited about the Audi MedCup TV package. There is certainly already an established audience, but a lot of how the audience develops and grows will be about people getting used to and trusting the technology. And of course as more sailing becomes available on the internet, so the audience is growing all.”

The Portugal Trophy, Cascais (May, 11-16) will be the first event running this new, ambitious and exciting feature. The first Audi MedCup TV programme will start at 1250 CET on May the 12th.