Record attempts are risky things to sponsor, but history has shown that they can deliver massive return on investment. Ask someone in the UK to remember a sailing moment and most will recall Ellen MacArthur becoming the fastest person to sail around the world. They may not be able to remember the actual achievement, but most will get the name right and know that it caused a big media fuss.

So, as sixteen year old Australian, Jessica Watson starts to head for home in the last legs of her record circumnavigation, sponsors are starting to jostle to have a piece of the promotional pie. The majority of the marketing success should go to early sponsors Ella Bache and One HD – they took the risk when many were saying the attempt was unsafe lunacy, but that won’t stop savvy brands from using Watson’s new found celebrity status to sell cars or banking products.

Australian media reports that Jessica Watson could be one of the country’s richest teenagers, with a “multi-million-dollar sponsorship bonanza awaiting her return to dry land”.

Spokesman Andrew Fraser said:

“We’ve had approaches from an automotive company but she hasn’t even got her L-plates yet. She’s old enough to sail round the world but can’t drive a car.”

The great news for sailing, is that the sport will be back on the front page of the papers and with any luck the front of cereal boxes and bank branches. The press are already positioning Watson as “a global star in the mould of Olympic snowboarder Torah Bright – transcending the confines of sailing to become a poster girl for action and adventure.”

The teenager’s website receives about one million hits (?) a week and her fan base has extended internationally. Naturally there will be a book, which she is writing at sea and no doubt there will be TV documentaries as well.

Jessica is now about 4000 nautical miles off the West Australian coast, about 6000 nautical miles from the finish of her voyage.

http://www.jessicawatson.com.au/_blog/Official_Jessica_Watson_Blog/

Yesterday, the front page of the Sunday Times in the UK featured a story about Ellen MacArthur. Written by the paper’s Arts Editor it included a picture and the ‘news’ that MacArthur was retiring from competitive sailing. Instead, Dame Ellen would focus on saving the planet. All this coincided with an appearance on the radio program ‘Desert Island Discs’.

For many, the news is not so surprising, (We’ve been digging around in the archives for a similar statement made by MacArthur that is several months old, but didn’t get anywhere near the coverage). The team that bears her name – BT Team Ellen – employs Seb Josse and Nick Maloney to skipper the Open 60 and Extreme 40 respectively, though Ellen has continued to do some sailing her sailing Cv on her website doesn’t list anything after 2007.

The story says more about the pull of the radio program than anything else. Reportedly running since 1942, Desert Island Discs has an audience that sailing rarely gets and therefore is a great platform to promote the causes that MacArthur is now promoting.

And while those messages are undoubtedly important, it seems a shame that when sailing does get front page press it is for all the wrong reasons. Despite crediting the sport with her unique view of the world, MacArthur also describes offshore sailing as “brutally selfish” and suggests that competitive sailing is not-important in the fight against the environmental issues facing the planet.

Competitive sailing, more than some other sports is a great platfrom to highlight the problems to a wider audience, something that TEAMORIGIN have embraced through their recent deal with the Carbon Trust. The TeamOrigin announcement is perhaps more newsworthy, as it promises to engage corporates and to create an ongoing platfrom to bring attention to the issues. Perhaps Sir Keith needs to get on Desert Island Discs.

The Sunday Times Article can be read here…

All sports need diversity to make themselves relevant to the widest number of people. Sailing is often seen as a sport for old white men in blue blazers and striped ties, but sailing is one sport where women can compete at the top level, in the same class as men and win.

In the UK, women like Ellen MacArthur and Tracey Edwards have inspired the likes of Sam Davies, who this week won the 2009 Ladies Day Trophy award at Cowes Week.

The award, now in its fourth year, celebrates the achievements and contribution of women in sailing, and at a special ceremony at the G.H. Champagne Mumm bar in Cowes Yacht Haven, Sam Davies was announced the overall winner from all the nominations received.

Sam’s acheivement in the Vendee Globe aboard Roxy, finishing fourth over all was the second fastest time ever for a female Vendée Globe skipper, narrowly missing out on Ellen MacArthur’s record of 94 days and four hours.

During the race, Sam built up a base of loyal fans, many of whom are young girls, inspired by her acheivements aboard the distinctive pink open60 Roxy. While on the face of it, swapping a young surf brand for an investment company might alienate some of these followers, the symbol painted onto the sails of Sam’s new boat and embroidered onto her offshore gear is Artemis, a Hellenic goddess.

And Sam Davies is not on her own. Other nominees for the Cowes Week award this year included Dee Caffari, Pip Hildesley, Hilary Lister, Jane Lofts, Natalie Jobling, and Heleen Wester.

Christina Ioannidis, Managing Director of Aquitude, a leadership development company specialising in diversity, commented on the increasing numbers of women at the top levels of sailing saying:

It’s great to recognise the contributions of women in sailing in this way. This week Harriet Harman suggested that the city’s boardrooms might not have made the same decisions if there had been more women in leadership roles because women approach decision making differently to men.

She added:

A huge part of sailing is the ability to make informed decisions and women like Shirley Roberston in the iShares Cup and Sam Davies in the Vendee Globe are an inspiration for those who want to get into sailing as well as those who want to achieve in business.

The future looks bright too. Women like Hannah White, Hannah Jenner and Katie Miller are following in the footsteps of current stars, with the latter pairing up to compete in the Fastnet race starting on Sunday.

Image: Sam Davies, Zara Phillips, Ellen MacArthur and Dee Caffari before the 2009 Artemis Challenge. Photo by Mark Lloyd.

For one night only, Dame Ellen MacArthur will be giving a talk as part of the Round Britain tour raising funds for the Ellen MacArthur Trust. This will be the first time Ellen has spoken publicly about her life since her world record-breaking circumnavigation, which ended just outside the Maritime Museum in 2005.

Ellen will be recounting stories about her varied experiences at sea, as well as talking about her work with the Ellen MacArthur Trust and her plans for the future.

“I’m really excited about coming back to Falmouth, which holds so many great memories for me. I received an unbelievable welcome there when I completed my round-the-world voyage in 2005 and this will be my first return visit since that incredible day. The National Maritime Museum Cornwall gave us a lot of support then, and we’re really grateful that they are doing the same again, this time in aid of our The Ellen MacArthur Trust and our Round Britain voyage. I can’t wait to be back.”

All the money raised from these talks will benefit the Ellen MacArthur Trust.

See www.roundbritain.org.

Omega is to renew its association as the Official Timekeeper to the iShares Cup series for the next three years. This is a real stamp of approval for a sports entertainment product which is providing strong commercial returns for team and event sponsors, at a level of budget very much appropriate for these tougher economic times.

Omega has worked with parent company OC Group since 2001, when it began its support of a young Ellen MacArthur. Omega has also been a key partner in other events belonging to OC, including as the main partner to The Transat in 2004, and as official timekeeper to the 2008 edition, The Artemis Transat. It was the first partner to sign up to the iShares Cup in 2007 when it was created.

OMEGA President Stephen Urquhart said,

“We are looking forward to continuing our association with the iShares Cup. OMEGA has been closely involved with international sailing competition and the world’s best sailors for many years. The iShares Cup has the ability to attract new spectators to the sport and to extend its popularity in Europe. We will be pleased to deliver the state-of-the-art precision timekeeping this great event deserves.”

Omega has been involved in sailing since 1964 when it supported French sailing legend Eric Tabarly to victories in the OSTAR east-west transatlantic races in 1964 and again in 1976. Omega then remained closely associated with sailing as official Timekeeper of The Artemis Transat in 2004 and 2008, and was a sponsor of the America’s Cup 2007 competitors Emirates Team New Zealand. Omega is well represented by such exceptional sailors as Ellen MacArthur, Kiwi Dean Barker and Polish Olympic sailor Mateusz Kusznierewicz, all of whom serve as Omega brand ambassadors.

John McKenna, Commercial Director for OC Group commented:

“This continued support from such a high quality luxury brand as Omega demonstrates the quality of the iShares Cup events for high-end commercial brands. In these tougher economic times, their continued support really is a testament about the return on investment that this property provides to commercial sponsors with its unique and hands-on corporate hospitality experience.”

Raymarine, the marine electronics company that recently announced that it would end its title sponsorship of the Warsash Spring Series after the 2009 event, is using the Original Single Handed Trans-Atlantic Race (OSTAR), to promote their gear.

The Original Single Handed Trans-Atlantic Race (OSTAR) is the world’s oldest solo ocean challenge, dating back to 1960. Some of the world’s greatest sailors have taken part since, including; Eric Tabarly, Pete Goss, Michael Desjoyeaux and Ellen MacArthur. The race starts 25 May 2009 from Plymouth, with the finish line at Newport, Rhode Island, USA, covering an estimated 300 nautical miles.

Reliance on navigational equipment, electronic charts, weather and routing software, as well as instruments, communications and autopilots is a fact of modern day offshore racing. Raymarine’s top engineers and product specialists will be working alongside teams from local Raymarine dealer Waypoint 1 to support in-warranty Raymarine electronics, communication, safety and autopilot equipment for the competitors. Waypoint 1 will also be offering a 15% discount on its labour rate for any competitors requiring work to be carried out on non-warrantied systems.

Bob Sims, who is heading up Raymarine’s race support for the OSTAR, says;

“At events such as this, it’s important to have product support on-hand for the skippers taking part. Issues come to light during the delivery voyage, or sometimes the skipper is coping with an unfamiliar new product installation – we can help them get the best from the equipment and show them to how to avoid potential problems under way. It has been known for difficulties to arise due to insufficient power available on board or faulty wiring, and if that puts out the autopilot or instruments during the race, then the skipper may have to retire. By providing a week of fully equipped and specialist service, we can help the skippers be as prepared as they can be for this gruelling endurance race.”

While Michel Desjoyeaux might have won the Vendee Globe, Sam Davies and Roxy have dominated the marketing, public relations and communications race throughout this year’s event. The 34 year old British sailor crossed the finish line at Sable d’Olonne, France this morning at 00:41 (GMT) after 96 days, 12 hours, 39 minutes and 1 second at sea.

Sam’s boat Roxy, which as PRB won the last two Vendée Globe races, will give Roxy’s parent company Quiksilver the best return on investment of any Vendee Globe campaign. We understand that the backing by the global surf and snow apparel company was nowhere near the level spent by teams with a high profile before the event. Sam Davies has managed to beat the likes of Hugo Boss, Aviva, Ecover and Pindar – both on the water and in the media battle for exposure, hearts and minds.

Comparisons have already been made between the tone of communications from Sam and Ellen MacArthur, who at age 24, seemed to have a harder time with the gruelling solo race. Even at the end of the race Sam kept the same light-hearted optimism she displayed in the Southern Ocean. When asked about her approach to the race, she said:

It really was all such fun. Maybe as well that is just my way of getting through the hard moments, trying to find the positive side of everything and use that energy to battle through the tough times, but, no I enjoyed every single day of this race, and I surprised myself even, I knew I would enjoy it, but I did not realise I would enjoy it this much and it is an amazing way to do the race.

Asked if she had any bad days, Sam’s response was:

“No! Because it’s an amazing opportunity. I always said to myself that if everything started feeling hard I’d remind myself that I was lucky Roxy had given me myself the opportunity to do this race and that three months is actually very short and you need to make the most of every day. I knew at the end I’d be sad if I had any regrets.”

Hopefully, Sam’s achievement will put sailing back in the eye of mass media in the UK and around the world. Unfortunately, BBC world decided this morning, that David Beckham going back to play soccer in Los Angeles was a more worthy story. The BBC sport homepage at 15:22 (GMT) on Saturday has no mention of the result. Similarly, the Times Online Sport Homepage has no mention of the story.

Sailing heroes like Ian Williams were used throughout the show.

The London International Boat Show finished up on Sunday 18 January. The show hosted more than 500 exhibitors and showcased hundreds of boats, ranging from 1.4 metre sailing dinghies to 37 metre tri-deck motor yachts.

Despite the organisers opening in the year 2009 with the stereotypical “Hello Sailor” cliche – model, actress and TV presenter Kelly Brook opening the show surrounded by crew members of attending Navy frigate, HMS Westminster – stars of the boating world were present throughout the Show.

Dame Ellen MacArthur and Mike Golding on his return to the country were joined by members of Skandia Team GBR, including Olympic gold medallists Sarah Ayton, Sarah Webb and flatwater canoer Tim Brabants, all of whom were recently decorated in the New Year’s Honours list. Sailing heroes were also used around the show.

The organisers claimed an overall attendance at the Show of 112,000 – 12% below that of 2008.

Andrew Williams, Managing Director, National Boat Shows (NBS) commented:

“We’re delighted by the success of the Show. Over the past 10 days we’ve enjoyed plentiful media interest, positive feedback from both our visitors and exhibitors and a healthy flow of visitors, with an increase in the North Hall which was our aim. The results show the benefits of a succeeding Show during difficult times to showcase products of all ranges to buyers in the market.”

Henri Lloyd did the best job of using professional sailors to promote to all.

Here at Yachtsponsorship.com we were pleased with the way exhibitors, clothing manufacturers in particular translated the high end professional part of the sport of sailing into their marketing. Boat makers still don’t really get it, but some are doing better than others.

Henri Lloyd used their partnerships with Vendee Globe stars and Olympic champions to create a great stand. Helly Hansen also used their involvement in the Volvo Ocean Race in their marketing.

Of the big boat manufacturers, only X-Yachts and Dufour even mentioned racing on their stands. The former made mention of the X34 winning the Hamble winter series and the latter listed racing performances on a poster. j-UK could have made more of the large size of the j109 fleet racing in the UK. 

Today (Thursday 22nd Jan), we’ll be walking around Boot.de in Düsseldorf to see how it compares.

A great article in the Times (UK) about UK designer Nigel Irens. Irens is behind the boats that break round the world records including those of Francis Joyon, Ellen Macarthur and the current challenger Thomas Coville.

Irens, 62, is one of Britain’s unsung heroes of design and innovation, modestly going about his business from his home in Devon. “We didn’t even go out to tender; we went straight to Nigel,” Mark Turner, MacArthur’s business partner, said. “Ellen knew him and he’d taken her under his wing. He’s a legend really, it’s going to be hard to break these records.

“He’s a lovely guy and genuinely passionate about it. He is also a rare Englishman who is supremely respected in France – there are not many British sailing related people who are loved by the French, but Nigel is.”

But even within the world of inshore sailing Irens’s status is such that when Alinghi, the America’s Cup holders, were preparing to race BMW Oracle in a trimaran, they called on Irens and Cabaret to be part of the team.

“Nigel is at home designing a cruising catamaran or a 100ft trimaran to break records,” Turner said.

As if to confirm that, Irens reels off his list of recent commissions; from Alinghi to a modified Sodeb’O for a round-the-world attempt by Oman, the Arab nation, to a 50ft race trimaran from a giant co-operative of Brittany vegetable farmers.

Irens wants to build a 50-metre long multihull for a crewed record attempt. But in his crystal ball he sees boats with no need for huge beams or keels, because the forces are going through the boat, rather than trying to capsize it. “There were people with the first kites out there from 1974,” Irens said. “They were crazy things, but it was a sail whose centre of effort passed through the same axis as the centre of mass and the centre of lateral resistance, so it was a zero heeling device. You can’t help but think that is the future.”

Oman Sail has officially been launched. Ellen MacArthur was on hand in Muscat, Oman, for the announcement of a round the world record attempt, on board her former record breaking 75-foot trimaran ‘B&Q, now known as ‘Musandam’.

Macurther said:

“Oman Sail is a project with a great heart and serious aims, and watching the Omani team progress over the past 6 months of intensive learning has been fantastic. I’m delighted to see my old boat now heading off across the oceans again on a new challenge, she was created for that! I wish the Oman Sail team fair winds and good luck on what remains an extremely difficult challenge – although I’m sure ‘Musandam’ will look after them.”

Mohsin Al Busaidi looks set to be the first ever Omani to attempt the gruelling 23,000 miles around the planet from Muscat to Muscat. If successful, the 5 person crew of ‘Musandam’ will join a select group of people who have circumnavigated the globe non-stop.

Moshsin commented:

“I am deeply honoured to have been selected to represent Oman on this first attempt to race around the world. Success is by no means certain, but we promise to give it our very best to make our country proud every step of the way. I can’t comprehend how cold the Southern Ocean will be, but the warmth of Oman will remain in our hearts and keep us strong on journey onboard Musandam.”

Oman’s Minister for Tourism, Her Excellency, Dr Rajhia bint Abdulamir bin Ali, launched the Oman Sail project. Her Excellency explained:

“Oman Sail is a long term initiative created to inspire a new generation of young Omanis to take up sailing as recreation and as competitive sport, to restore Oman’s maritime eminence through competing at international level, as well as supporting the development of events to support professional sailing in the Arabian Peninsula.”

Backed by the Sultanate, Oman Sail aims to promote the country of Oman to a wider international audience to encourage economic investment, promote the country as a prime tourist destination and, at the same time, provide working opportunities for its growing population of young adults.

Oman Sail’s dream is a big one, and it will take a decade or more to build this new capability for the Omani team to compete at top-level competitions, and is part of the plan to drive interest in young Omanis to step onboard.

In conjunction with the launch, and fresh from Act 1 of the Arabian Extreme 40 Challenge in Dubai, Oman Sail, supported by Partner Oman Air, are hosting the second 3-day ‘Act’. Each of the 4 boats competing includes 2 sailors from the Oman Sail Race Team, in their first ever competitive regatta as crew.

Shirley Robertson OBE, double Olympic Gold medallist, and skipper of “Oman Air” for this event, has been impressed by the Omani sailors:

“It is great to see a new nation sailing, my Omani crew are so motivated to learn, I am really looking forward to this next event.”

The Oman Air Challenge will be raced off Muscat between the 2nd and 4th of December. In 2009, Oman Sail will continue to race in the European iShares Cup Extreme 40 circuit, as well complete the construction of a new One Design 105′ ocean racing trimaran. Further details of this new boat will be released to the sailing media in the coming weeks.