The World Match Racing Tour is not your average boat race when it comes to sponsorship. Unlike most events, where the hull and sail area are a mobile floating billboard that is the property of the team, the WMRT setup gives this prime real-estate to the event organisers and tour sponsors.

What many people in the sailing business tend to forget is that the sailing doesn’t matter. Brands don’t really care if their name is on a car, a horse, the side of an opera house or a sailboat as long as the message is seen by the audience they want to communicate with. Most sailing sponsors are businesses that are trying to sell to other businesses, therefore the number of spectators is important, but the visitor experience is even more important.

Andrew Pindar OBE, Chairman of the Pindar Group, believes that the fit between the World Match Racing Tour and Pindar is  a good one. Pindar has a long-standing relation with the sport of sailing and has supported sailing campaigns across every level, ranging from grass roots and local community projects, through to match racing and global offshore events at the very pinnacle of the sport. The Pindar owned AlphaGraphics is the title sponsor of the US Sailing Team.

Pindar sees the value in sponsoring the sport of sailing, match racing and the World Match Racing Tour in particular. For more than 25 years, he has been leveraging the sport of sailing as a way of promoting his business. In an interview with Valencia Sailing recently he said:

“I could see that sailing had a lot of connections, a lot of metaphors with it that were relevant to the changing world of my industry,”

Similar to the Pindar Group’s business in a print and electronic media that had advanced tremendously with the advent of digital technology, the sport of sailing in recent years has also been completely revolutionised by the use of advanced technology in the hulls, masts and sails. In addition, sailing helps the company bring its message to the audience that it is serious about conserving the environment.

Printing has been an industry with the stigma of endangering the environment with waste products and with digital revolution that has changed. Hence, Pindar was quick to see the opportunity and relevancy between his business and sailing, and being associated with sailing helps send the message of environmental responsibility.

“I saw that sailing had many assets that would be relevant to the message we wanted to communicate in our marketplace.”

He explained that he has taken and interest in what was taking place in the world of match racing over the last five years. Pindar witnessed the St Moritz Match Race in 2004 and was impressed with the way the event was run especially the fact that spectators could be very close to the action.

“It was exciting, cut-and-thrust, a very good spectacle to watch and the races were understandable to all audiences, regardless of whether they were sailors or not, because races were short, happening in front of your eyes and it was clear which boat was going to finish first, and I thought this was something to learn more about.”

In having taken a liking to the sport, Pindar was introduced to skipper Ian Williams by Peter Holmberg (who was then racing with Alinghi) in 2005. Holmberg told him that Williams was the next big star in match racing and most significantly, that he did not have a sponsor. That was the start of Pindar’s foray into the World Match Racing Tour and being sponsor to Ian Williams.

Pindar saw a good fit with WMRT and the places the Tour visited, as those countries are also very important markets for the company’s business. In addition, the events have great visibility and guests and spectators alike get to experience top-level sailing themselves.

“The key difference with offshore racing for instance, such as the Transat Jacques Vabre or the Vendée Globe, is that, whilst you can follow them on the Internet you cannot really experience it the same way you can with a match racing event, that happens right in front of your eyes.”

He added that another attractive draw is that the match racers spend time during dinner with the guests and make efforts to explain what they did during the race and why they won or lost.

The new WMRT website lists Pindar as an Official sponsor, but the tour has been without a Title Sponsor for some time. Despite being an official world championship with a large international footprint and television coverage, the WMRT has perhaps not made the most of its potential. The new owners of the tour have ambitious plans to change that.

“We decided to partner with the Tour because we could see that it was going to grow and develop and that what Peter Gilmour and Datuk Patrick Lim had achieved with the event in Malaysia was a model of what could be achieved elsewhere on the Tour.”

“I firmly believe the Tour will keep growing and is an exciting proposition for companies to associate with, either on an event basis, by sponsoring a team or as a partner to the Tour itself.” This is why Pindar has been partnering the Tour for the last four years with the main involvement being to promote the Pindar business. Pindar seeks brand exposure – for people to see the Pindar name, visit its website and learn more about what the company does. “It is also a very good avenue to drive traffic to our website and great opportunity to take our best clients to the events.”

Pindar has launched a sailing initiative in the Middle East, in the Kingdom of Bahrain, called ‘Sail Bahrain’ with the aim of, amongst others, nurturing the next generation of local sailing champions and attracting events to the region. Ian Williams will be involved in various activities in Bahrain and ultimately, Pindar aims to host a WMRT event there.

In case your communications people haven’t told you yet, Twitter is emerging as the source for breaking news in sport. Some of it is rumour, some of it is pure misdirection, but some of it is genuine news that is faster than any other media. Yesterday, news that Hugo Boss Racing had bought the Open 60 Pindar, hit Twitter before most other places. It wasn’t on Alex Thomson’s own feed – that hasn’t been updated since the 29th of August, but increasingly, media and bloggers are beating the traditional media to the punch.

There are two stories here. One is the purchase of the boat by Hugo Boss Racing, and the second is Pindar’s change of direction – away from the Open 60 to concentrate on a ‘new project’ in the Middle East.

Hugo Boss Racing Buys the Open 60 – Pindar.

The Pindar IMOCA 60, which conforms to the new IMOCA regulations, is one of the most powerful in the IMOCA fleet. Alex Thomson said:

“I believe that power equals speed, and so it makes sense to buy the most powerful boat in the fleet. I believe that it will really suit my sailing style and that the true potential for this boat has yet to be achieved. I think I can push the boat to the limits that it was designed for. I am very excited to start sailing on her, and see what she and I are capable of over the next three years. The Barcelona World Race will be out first major race together and I will be hoping to go one better than last time!”

OC Group CEO, Mark Turner, who runs the Open60 programs for BT and Artemis said – via Twitter….

RT @PYL: Alex Thomson vend Hugo Boss et rachète Pindar http://tinyurl.com/nz7hwe. Alex needs more power? ***

The sale is perhaps not surprising, given the relationships involved. Sir Keith Mills has been a long time backer of Alex Thomson Racing and Mike Sanderson and Juan K (both key members of Mill’s TeamOrigin) were involved in designing the Pindar boat.

As a result of the purchase of Pindar, Alex Thomson Racing will sell it’s current IMOCA 60 Hugo Boss (built in 2007).

Pindar Focusses on the Middle East.

Following on from Pindar’s relationship with the Kingdom of Bahrain, Team Pindar will now focus on a new sailing programme and in the next few weeks will ship two Volvo 60′s out to the Middle East, to embark on a corporate hospitality, team-building and boat charter initiative. Based in the Kingdom of Bahrain, the boats will provide a platform for bespoke marketing opportunities at key locations throughout the Gulf and will be managed by Team Director, Nick Crabtree, who has developed extensive contacts in the region.

Chairman of the Pindar Group, Andrew Pindar OBE commented:

‘It is with mixed feelings that we are selling the Open 60. It has been an amazing journey and we are sad to see her go, but equally delighted she is going to a skipper (Alex) and team who will maximise her true potential. The opportunities in The Middle East offer a new direction for Team Pindar and sit well alongside our activity with Ian Williams on the World Match Racing Tour.’

Team Pindar’s Team Director, Nick Crabtree commented:

‘With Ras al-Khaimah set to host the America’s Cup next year, there is a tremendous feeling of excitement and intrigue about sailing in the region. We witnessed firsthand, in Bahrain, the enthusiasm generated by following Brian Thompson’s epic journey in the Vendée Globe and we are delighted about having a physical presence, which will enable us to develop unique sailing experiences throughout the Gulf.’

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International energy company ConocoPhillips has, for the second consecutive year, sponsored the Regatta Sailing Academy’s International Award youth expeditions from Qatar to Bahrain and the UAE, as well as the Bahrain International Regattas, corporate yachting and team building events.

Students from Doha College, Park House English School and the American School of Doha participated on the COP sponsored yacht, ‘The Office ‘ as it sailed three gold award runs to Abu Dhabi. The Abu Dhabi International Marine Sports Club helped facilitate the arrival of the students into the UAE.

‘The Office’ event is an extreme light displacement, distinctive ‘Mark’ logo high performance racing yachts with Kevlar hulls and carbon fibre spars. ConocoPhillips’ branding is clearly visible on the ultra lightweight spinnakers and moulded Kevlar sails.

ConocoPhillips’ also sponsored the bronze and silver Awards to Bahrain.

Mike Lawton, general manager of the Regatta Sailing Academy commented:

“We are fortunate to have ConocoPhillips’ support for our sailing programme. Sponsorship of such events permits sports to flourish and allows for the participation of many more students.”

George Findling, Acting President, ConocoPhillips’ Qatar stated:

“We are very happy to be sponsoring the 2009 International Awards. ConocoPhillips’ wants to see sports education flourish in Qatar amongst its youth. “

The Gulf Daily News reports Andrew Pindar as saying that flying the Bahrain flag on Team Pindar’s Vendee Globe entry, was his gift to the country in return for all Labour Minister Dr Al Alawi had done for him over the years.

Skippered by Brian Thompson, the yacht that features the Bahrain’s national crest on its sails was named after His Majesty King Hamad during a ceremony in France last week.

Speaking at an event to mark the start of the race, Labour Minister Dr Majeed Al Alawi called for Bahrain’s private sector to take more of an interest in events that help promote the country abroad.

He said businessmen, the tourism sector and the Information Ministry should do more to support activities that draw in foreign investment and help to put the island on the map.

Dr Al Alawi made the comments during a Press conference at the Labour Ministry headquarters in Isa Town, attended by public relations head Subah Salem Al Dossari and the head of his office Fawzia Shehab.

“The Vendee Globe is held every four years and today the boats race from Les Sables d’Olonne in France and all the 30 yachts will race around the globe for three months,” he said.

“Bahrain has had the chance to be promoted by having one of the yachts promoting the country.”

Dr Al Alawi and Bahrain’s Ambassador to France Dr Nasser Al Balooshi attended the event to mark the naming of the vessel in Les Sables d’Olonne.

The yacht is backed by the UK-based Pindar Group, whose chairman Andrew Pindar is a long-standing friend of the minister.

“The initiative comes from Team Pindar and there is no money being given in return for it is based on my personal relationship with Mr Pindar,” said Dr Alawi.

“The race will be viewed by more than 500 million people worldwide and this is the first time Bahrain will be presented at the event.”

“Team Pindar also has plans to develop the shipping manufacturing and open a sailing school for youth in the kingdom.”

The UAE is spending big to achieve regional dominance and sport is benefiting. Recent high profile sailing sponsorships from the region include Team Oman’s eXtreme 40 campaign, the Kindom of Bahrain’s backing of Pindar Vendee Globe and match racing efforts and Emirates continued support for New Zealand’s Americas Cup team. 

As the national carriers, airlines like Emirates and Etihad understand the connection between high profile professional sport and marketing. In an article in The National, Peter Baugartner, the Executive Vice President of Marketing for Ethihad says “Sponorship is a substantial amount of Etihad’s marketing budget, and that has a reason. Especially when you are a young brand, a sponsorship can help you to really accelerate your brand awareness.”

Abu Dhabi is sponsoring the innaugural World Yacht Racing Forum in Monaco in December. 

He points to the company’s sponsorships with international brands such as Formula One, Ferrari and Chelsea football club as examples of opportunities for the growing airline to communicate to a global audience.

The airline also targets sports such as All-Ireland Hurling, that may not be well known abroad, but are intensely popular in a market where Etihad has an important connection. “It’s something that is part of their culture, that’s very close to their heart,” he says. “We immediately built emotional loyalty that normally in the value chain comes at the very end… It gave us overnight fame in Ireland.”

Bahrain Team Pindar Open 60 was officially named ‘King Hamed’ yesterday in the presence of a number of leading Bahrain dignitaries, including His Excellency, the Minister of Labour, Dr. Majeed Bin Mushin Al Alawi and Bahrain’s Ambassador to France, His Excellency Dr Naser Al Belooshi.

Bahrain Team Pindar will utilise the dual sailing platforms of the IMOCA Open 60 and also the World Match Racing circuit, supporting World Match Racing Champion Ian Williams.

Dr Majeed Al Alawi, Bahrain’s Minister of Labour commented,

It is so interesting to see the thousands of people who come to see this event, and to see this magnificent boat with the Kingdom of Bahrain name and carrying the royal crest. We have had a lot of interest at home in this project and so I think the next three months will be followed day by day by many, many people.

Chairman of the Pindar Group, Andrew Pindar commented:

Today marks the start of an exciting new relationship with the Kingdom of Bahrain as we look to develop a programme of exciting sailing initiatives in both Bahrain and to a wider international audience. We are deeply honoured to be joined by so many of the Kingdom’s leading politicians and businessmen, who have travelled far to attend today’s ceremony.

The Gulf Daily News has published a story about Andrew Pindar turning Bahrain into “the hub for the Formula One of the sailing world, hosting top global events.”

The concept is being discussed as part of the new partnership between the Kingdom of Bahrain and the Pindar sailing teams including the Vendee Globe entry and World Match Racing Tour campaign.

It is reported that the project includes bringing in some of the sport’s most successful competitors to coach the country’s youngsters and holding regular events to boost tourism and business.

Pindar Group chairman Andrew Pindar is in Bahrain as part of a five-day visit to discuss the venture, which has the backing of His Majesty King Hamad.

Mr Pindar yesterday said it was hoped that the three month Vendee Globe event would act as the ideal platform to promote sailing and create interest similar to that enjoyed by the Gulf Air Bahrain Grand Prix

“The good thing about sailing is that it fits in to the profile of the business community and the chairman and chief executive officers of most FTSE companies have a personal interest in the sport. So it is reaching not only a leisure audience but also a business audience.”

One of the partnership’s first events after the Vendee Globe will be in March, when the British team’s yacht will travel to Bahrain so enthusiasts can view the vessel and talk with the captain.

Mr Pindar believes Bahrain is ideally placed to benefit from the sport’s increasing popularity worldwide, particularly given it entered a sailing team at the 2004 Olympic Games in Athens.

“It can be the rich man’s playground but also accessible to any income.”

Sailing is a noble sport that could help teach values such as preparation and training, athleticism and a respect for the environment to the young, said the expert.

“The idea is to engage the people of Bahrain in what sailing is about and tell them how the yacht will promote the country around the world.”

Mr Pindar is also chairman of Barnard & Westwood, printers and bookbinders to Britain’s Queen Elizabeth.

He has already met Dar Akhbar Al Khaleej Press & Publishing House chairman Anwar Abdulrahman, Information Minister Jihad Bukamal and was granted an audience with His Majesty. He has also toured many of the country’s major attractions, including the Bahrain International Circuit (BIC) and Bahrain National Museum.