For a few years now, Artemis has sponsored an event within an event at Cowes Week. The Artemis Challenge invites Open 60 yachts to sail around the Isle of Wight to win £10,000 for a chosen charity with some celebrities brought in for the day to help generate interest amongst press that otherwise might not care too much.

For sailing fans, the Artemis Challenge is a rare opportunity to see the Open 60s race in British waters and with wind in excess of 25 knots yesterday, the offshore boats were in their element.

The media center at Cowes Week, which has been relatively quiet all week, was full of photographers, for whom taking pictures of yachts was a bit novel. The reason they were there was to get something for a glossy mag – no real story – just a caption. A bit of a space filler with an ‘A-lister’ or royal in it.

The real stars, from a sailing point of view are skippers like Dee Caffari and Vincent Riou – sailors who can actually justify being called ‘the best sailors in the world’, but during the Artemis Challenge, the sailors, who could sail the Open 60 boats by themselves, take a back seat and put on their brand ambassador hats to act as chaperons for the celeb names used as  bait to bring the photographers who chase royals and film stars.

On the one hand, the presence of people like Zara Phillips and Ewan Mcgreggor, helps to raise awareness of sailing, and helps their chosen charities, but on the other hand, it can perpetuate certain stereotypes of the about the sport.

Take the article that appeared in Hello! which opens:

Newlywed Zara Phillips larks around on yacht with a friend. TV presenter Natalie Pinkham came a cropper when she tried out her sea legs and was forced to beg a helping hand off the royal.

The “article” goes on to inflate the prize-money by 10 times to £100,000 and trot out the cliche about yachts being the F1 cars of sailing.

The Daily Mail does a little better with the facts and even mentions the racing, but opens with:

Two days after retiring her beloved show-horse Toytown, newlywed Zara Phillips fled to the ocean. Despite the emotional course of events, Zara, 30, was all smiles as she was spotted aboard a 60ft yacht on the Isle of Wight this morning.

Luckily, the weather helped put on a show for those who stuck around after the smiley posed shots off the Royal Yacht Squadron at the start of the race.

There is absolutely no doubt that Artemis is a fantastic supporter of the sport of sailing. TheArtemis Offshore Academy, modeled on similar programmes in France, aims to develop British offshore sailing talent to maintain the traditions and successes of names like Ellen McArthur, Mike Golding, Sam Davies and Dee Caffari.

The eminently sponsor-able Caffari is still looking for backers to get her to the start line of the next Vendee Globe. Despite an unequalled round the  world track record, media skills and a strong support team, Caffari is yet to find a sponsor for the world famous solo round the world race.

In the meantime, Dee is working hard to build relationships through working with British charity – Toe in the Water, which is the official charity of Cowes Week and the charity that she and celebrity ring-in Zara Phillips were representing on-board the Artemis Ocean Racing Open 60 in the Artemis Challenge.

In the end, the fifth edition of the Artemis Challenge was won by the French entry PRB skippered by Vincent Riou, in a time of 4 hours, 14 minutes and 1 second, narrowly missing out on breaking the previous fastest time by just 13 seconds, set by Team Pindar (4h 13m 48s) in the 2008 Artemis Challenge.

Although the winning French boat didn’t have celebrity ring-ins on board (at least none that were promoted by Artemis), Riou still had a chosen charity which will benefit from the £10,000 prize. The Foundation Movement for Children’s Village Foundation (MVE) is a major player in child protection in France. It protects children at risk by hosting in his Children’s Villages and Households, children and adolescents entrusted by the courts.

Amongst the noise of Cowes Week, getting your story out amongst the myriad of announcements and prize givings requires something extra. Thanks to the celebrity involvement, the Artemis Challenge got column inches in major media like the BBC and was covered as far afield as Sky News Australia, but the stories do nothing to promote the sailors as world-class athletes or promote the sport in the way that the Artemis Offshore Academy does.

More Cowes Week News

The new deal America’s Cup, which perhaps for the first time is aiming to appeal as much to spectators as it is to team-owners, has set expectations high with regards to the communication of the event to fans via television and social media.

The entrepreneurial zeal of California is waking up, like a sleeping giant who has been landed upon by an annoying buzzing insect. The land that has ignored sailing as a professional sport while it took place on European soil is being tempted off the Corinthian bandwagon by the promise of billions of dollars of commercial opportunity. Suddenly, people who snubbed their noses at the concept of sponsorship are calling for celebrity ambassadors to promote the America’s Cup around the world.

This weekend, Formula One (F1) will start its 2011 season in Melbourne Australia. Those interested in marketing sailing as a professional sport should pay attention – not to the racing, but to the way the sponsors activate their involvement. It should also be noted that F1 is a highly technical and complicated sport that manages to appeal to a wide audience. (We’re going to revisit the argument that sailing is too complicated soon).

There will be a lot of interesting things tried by F1 teams and their sponsors in 2011. They might not go as far as Major League Baseball who have experimented with pushing the envelope on licensing and according to Darren Rovell, CNBC’s Sports Business reporter:

(The) Best thing MLB has done for licensing $ is allow their logos to be messed with (especially on caps). Other leagues haven’t followed.

One story that has already been promoted is McLaren attempting to improve the racing experience for fans through the mobile platform and its revamped Vodafone McLaren Mercedes team website. It aims to drive deeper engagement with the team’s fans during the season and offer them an accompaniment to watching races on TV.

McLaren also has a long-term sponsorship partnership with Hugo Boss, who are at the forefront of using Social media and digital technology to communicate sailing to fans.

Sports data will be important. There will be an upgraded telemetry data facility – covering raw technical car data, such as engine revs and speed, delivered in real time – to improve the user experience.

Derek Harbinson, head of digital media at McLaren, said that changes to the site were intended to make the brand seem “warmer” online than it had in the past through its digital activity.

“We want to make sure that our digital communications match the standards we have set ourselves in everything else we do.”

As part of the strategy, McLaren is looking to bring fans closer to the team through social media. As well as increasing its levels of activity on Facebook, Twitter and YouTube, the team has added a Facebook app to its site that enables fans to discuss the races in real time with friends while watching the live race and data feeds. The site is also optimised for mobile, meaning fans can watch the telemetry data on their handset for the first time.

There is no doubt that Hugo Boss will continue to benefit from their involvement in both F1 and sailing, just as Henri Lloyd has gained significant learnings from their relatively recent sponsorship deals.

So far, the America’s Cup sponsorship landscape looks a bit bare. Oracle gets their logos for ‘free’ and the only other team with a ‘title’ sponsor is Emirates Team New Zealand. Louis Vuitton have 2.1 million facebook fans, but it remains to be seen how many of those the brand can convince to be fans of the America’s Cup.

More Sponsorship Activation News…

The Yachtsponsorship.com Facebook League Table has been updated and this month show’s who is serious about talking to the Facebook generation and who isn’t.

Readers around the world continue to lobby for their property to be included, but for the time being we are keeping the list at the top 30. To get into the top 30 now requires 1716 fans.

New into the list are the Route du Rhum with 12.708 fans, SailTV with 5438 fans and Esimit Europa with 4641 fans.

Alex Thomson Racing, have increased their ‘likes’ from 2,657 to 10,380 (290%) with the help of a few free Hugo Boss watch giveaways. The Open 60 Team is aggressively acquiring Facebook followers off the back of a strategy that obviously values them highly.

There is increasing evidence that people who ‘like’ a brand on Facebook, spend more than those who don’t. With a cost of acquisition that is less than $1 and sometimes considerably less, this platform will become more and more important.

Where are you on the Facebook Chart?

Despite Android passing iPhone as the most used smartphone in the world this week, developers are still making apps for the Apple fanboys (and girls). Just in case you can’t get to your computer and you really want to catch up with the latest from the HUGO BOSS Open 60, you can do it via the new app.

HUGO BOSS, one of the 12 boats still participating in the Barcelona World Race out of the original 14, are currently racing non stop for three months, across the most challenging seas on the planet. You can follow co-skippers Andy Meiklejohn & Wouter Verbraak onboard HUGO BOSS on your iPhone.

HUGO BOSS is the only team in the Barcelona World Race to have launched an App for the race, which is compatible with the iPhone and iPad. By downloading the free iPhone and iPad App you can track the boat’s progress wherever you are, as well as keeping up to date with the latest news, pictures and videos as the race unfolds.

Yvonne Fletcher, Alex Thomson Racing Marketing Manager said:

“With modern technology you can really get close to the race and see what’s happening on board. It’s incredible to think that you can sit on your way to work and see what’s happening in the Southern Ocean, one of the most remote places on the planet, right in the palm of your hand”

Although racing without skipper Alex Thomson after he suffered appendicitis just two days before the race start, the HUGO BOSS team of Andy Meiklejohn and Alex’s substitute Wouter Verbraak continue to race in this three month epic.

Alex Thomson racing is being quite aggressive with social media. The team was the fastest growing yacht racing brand on Facebook last month, with fan numbers increasing 32%.

Fans can follow the team on Facebook and keep up to date with their daily blogs from the boat.

More News from the Barcelona World Race

If Cowes Week is ever to be a world class event again, then it needs to attract sponsors who bring more than cash to the table. Usually, it is the event that helps position a brand, but in the case of the oldest regatta in the world, Cowes Week needs sponsors whose cool-factor can position the event to the right audience.

Cowes Week Limited, the organisers of the event have named BOSS Watches as the ‘Official Watch’ partner of Cowes Week 2011. Hugo Boss Racing is known for getting media attention, even when not performing in competition, and if anyone can make Cowes Week more interesting, its the people who have produced some of the most memorable sailing related photos of recent times.

BOSS have been actively involved with sailing since 2003, when the brand started its international sponsorship of Alex Thomson and AT Racing. Speaking recently at the World Yacht Racing Forum, Stewart Hosford, CEO, Hugo Boss Sailing said that they even put a media value on their Facebook fans. (Cowes Week have 1673 facebook fans while Alex Thomsson Racing has 1976).

Michelle Warner, Sales & Marketing Director for Cowes Week Limited, said:

“The HUGO BOSS brand has enjoyed a fantastic association with sailing in recent years and we’re very much looking forward to working with BOSS Watches to showcase their versatile range of timepieces as the ‘Official Watch’ of Cowes Week this year”.

MGS Distribution, Sales Director, Steve Brydon said:

“We look forward to activating a consumer outreach programme at the event and hosting some of our nationwide retail partners, bringing them closer to both the BOSS Watches brand and the spectacular action guaranteed by an event of this world-class calibre.”

More Cowes Week News

World Yacht Racing Forum Panel Discussion.

This forum session was chaired by Scott Macleod, CEO, Force 10 Marketing. Panel members included:

• Karin Bäcklund, Director, Global Sponsorship and Brand Partnership, Volvo Car Corporation
• Stewart Hosford, CEO, Hugo Boss Sailing
• Andrew Pindar, Pindar

One of the most interesting things about this session at the World Yacht Racing Forum was the lack of sailors represented. Brand partnerships are not about sailing, sailing is just the platform that allows brand partnerships to be developed.

In 2009, Karin Bäcklund gave some great insight into why the Volvo Ocean Race is important to Volvo Cars. Although Volvo is most widely recognised as a B2C brand, the VIP experience is something that the company has paid a lot of attention to. But why do Volvo go sailing?

Sailing Sponsorship is more than a sticker on the side of a boat.

For Volvo, the race is about incremental business. The company wants to ‘emotionalise’ the brand, but it also wants the race to be a part of customer relations and also to build pride amongst employees.

The challenge for Volvo Cars is to move the brand perceptions. Volvo is seen as rational, while much of the purchasing decision for a car is emotional. The Volvo Ocean Race allows the company to overlay themes of excitement, adventure, drama and inspiration to the communication.

The race though can’t communicate these themes if they do not exist within the product. There needs to be a match between core values of the race and the car. These values include; safety, design technology, performance and teamwork.

Volvo’s activation and communication is not just to consumers though and they realise that people touch the brand through an integrated marketing plan. The message then needs to be consistent across CRM, After sales, Internal communications, dealer point of sale, merchandising and even purchasing.

The experience for guests is not just sending a couple of tickets in the mail. Volvo pay a lot of attention to making sure that every last detail is thought about. This includes the choice of hotel for guests and restaurants as well as the specific models of cars that are used for courtesy pick-ups and transportation.

Delegates of the forum were shown a video that showed just how far some of the sailing industry has to go. It’s worth remembering where you guest’s journey begins and where it ends.

The movement of brand perception is a difficult thing to measure, but Volvo are starting to hear the messages they are sending out being played back to them.

How Much is a Facebook Fan Worth?

Stewart Hosford, CEO, Hugo Boss Sailing comes from a different world. Making purchasing decisions for an international bank is about as far away from racing an Open 60 around the world as you can get – or is it?

At Yachtsponsorship.com we get a few sponsorship proposals across our desk that stop with the money. Once the boat is branded up, there is not a lot of thought given to what value is achieved from a floating billboard.

Hugo Boss Sailing has activated in some unique ways over the last few years, but that have they gained out of it? Have they achieved their objectives? What are their objectives?

Well one of the objectives is “to sell shitloads of suits.” But there are other objectives too.

Hosford has a system which attaches a number to everything. From being shown for a second in the background of the golf to a Facebook fan. He also has a clever way of sense-checking these numbers – he asks the sponsor what he thinks they are worth to them.

While some in the audience may dismiss the value of a Facebook Fan, Hugo Boss place more value on such a metric than a piece of press. Think about that for a minute. Most people working in PR in sailing have not grasped this concept yet (there are notable exceptions – most of whom read this column). Why is a Facebook Fan worth more than a piece of press? Because today’s newspapers are tomorrow’s bin-liners whereas a fan on Facebook is a connection with demographics attached and a mechanism for engagement over a long period of time.

For the panellists, there can be a direct impact of sponsorship on the bottom line. Andrew Pindar can point to business booked as a direct response to sailing sponsorships. While Volvo can’t measure all the cars sold as a result of the Volvo Ocean Race, they can directly measure sales of exclusive race editions, which last race were in excess of 10,000 units.

More Yacht Racing Forum Insights.

Alex Thomson has announced his co-skipper for the double handed Barcelona World Race. Volvo Ocean Race sailor, Andy Meiklejohn, will join Alex to the 2010 edition of the race.

Andy (34), from Auckland, New Zealand has over 100,000 ocean miles to his name, and has sailed extensively offshore, including the round the world 2004 Oryx Quest and the 2005/06 Volvo Ocean Race.

Alex and Andy have known each other for many years, having first raced together in The Commodores Cup in 2004. Andy joined the Alex Thomson Racing team earlier this year with overall responsibility for the boat performance and he has been a key part of the team that has launched and developed the new Hugo Boss. Together with Alex he has now covered over 10,000 miles onboard the yacht.

Alex is positive they have created a winning formula,

‘Andy is a confident, professional sailor with broad experience in the racing field. He has accumulated many offshore miles and has invaluable on-board technical experience within an offshore race environment. We compliment each other’s abilities and both have the attitude and drive to win.’

Andy has been professionally racing for over ten years. Starting in dinghy sailing, and progressing up to the America’s Cup and Volvo Ocean Race, Andy is used to extreme racing conditions.

Referring to his recent appointment, Andy commented,

‘I’m excited to be accepting the Co-Skipper role on-board Hugo Boss for The Barcelona World Race and to be able to do this race with a good friend. The boat itself is incredible, it has the same power and sail area as a fully crewed VO70, so the challenge of racing on the boat with only two of us when I’m used to ten will be a demanding but exciting prospect. Alex and I can both learn from each other and I will be able to help enhance the boat’s capability and performance for The Vendee Globe in 2012.’

Stewart Hosford, Managing Director at Alex Thomson Racing commented,

‘I believe the partnership between Alex and Andy teamed with the speed and capability of Hugo Boss, creates one of the strongest entries in this year’s BWR. We had a couple of candidates in mind for the position but we were always gravitating towards Andy as his skill set was the perfect fit against Alex’s.’

More Open60 news

First of all a disclaimer – We were not invited to the Hugo Boss party in Canary Wharf to mark the occasion of  Brian Thompson’s old boat being rejigged, repainted and renamed for Alex Thomson, so of course this article is laced with the sour grapes that inevitably come with such a snub.

The who’s who of fashion and sport were invited, including blogger Elle Tea and sportsvibe.co.uk who reported:

“Funny old night in Canary Wharf last night where Sportsvibe witnessed the official launch of round the world sailor Alex Thomson’s latest boat, “Hugo Boss,” by Hollywood actress Diane Kruger, of Troy, National Treasure and Inglorious Bastards fame. Mark Foster turned up in his trademark stripey jacket and thin jeans, although he wasn’t quite sure who Diane Kruger was, while old Sportsvibe friend David Coulthard was there as well on compering duties.”

Considering the expense spent on the party, one would have expected a bit more buzz. Admittedly, HUGO BOSS is attempting to portray itself as an exclusive brand, but it seems that despite the backing of long time digital experts Slipstream Studios, the people behind Alex’s new website, there was a real lack of online chatter about the occasion.

The buzz that was generated only served to perpetuate the ‘Hello Sailor’ image of the sport with visitors to the party captivated by the waiters and waitresses dressed in cliched white hats and blue and white striped uniforms. Perhaps the camp costumes were designed to differentiate the hired-help from the suit wearing stars, but the unimaginative nature of the look will do nothing for the sport of sailing.

This was old-fashioned PR. The kind where you don’t earn attention and coverage, but buy it with free drinks and glittering goodies. And on some levels it worked. A photo and 50 words on the Marie Claire website and PopSugar.com meant that HUGO BOSS ambassador Diane Kruger caught the attention of a press audience that would not have cared less for a boat launch ordinarily.

600 influencers like Diane Chan experienced a memorable evening and no doubt Hugo Boss’ PR people will clap their hands at collumn inches in the traditional media as a result,  but from where we sit, with Google’s new search tools and a couple of other digital media monitoring methods, the event was a missed opportunity.

As the boat floated in the still waters of the Thames, the viral element that has been a feature of the relationship between Alex Thomson and Hugo Boss was missing.

The official press release that we received (so we’re on at least one mailing list), runs to a total of 125 words and the follow up story about the boat sailing down the Thames clocks in at 21 words. This coming from the team that has given us some of the most spectacular promotional images of recent times.

We’re obviously not the target audience for this phase of the campaign. We love HUGO BOSS. We love the adrenaline of F1 and the sheer power of the new boat. We love the way Alex Thomson can be an offshore sailor and still carry off a smart looking suit. A fashion PR luvvie party is just not what we expect from the brand that made everyone rethink how to brand a racing yacht.

More HUGO BOSS news here…

More news confirming that Yacht Racing is getting more professional. After a bit of a wake up reminder from Mercedes F1 CEO, Nick Fry, at the World Yacht Racing Forum in Monaco, professional sailing operations, including the Volvo Ocean Race, have been sourcing more talent from outside of sailing.

Alex Thomson Racing have announced that their new Managing Director will be Stewart Hosford. Most recently, Hosford was Head of Sourcing at RBS (Royal Bank of Scotland) but also brings significant experience to the role, with six years as a Director at Cap Gemini Ernst & Young. The world of sports sponsorship is also not new for the 36 year old. In his previous role Hosford was instrumental in the signing many of the RBS major sports sponsorship deals including Tennis, Rugby, Golf and F1. He managed a team of 200 with a multi-billion spend across everything from marketing, sponsorship, HR, IT, property and logistics.

His new position will see him manage the 12 strong team, including Hugo Boss skipper Alex Thomson.

F1 teams, Premier League teams and other professional sports organisations employ strong commercial teams run by some of the best business people in the world. These are not just the best business people in the sport, they are the best business people period. While some IMOCA Open 60 teams are still amateur organisations, at the elite level, with multimillion dollar budgets, running this kind of team is a business. From the technical world of boat design and optimisation, the needs of a high profile sponsor, events and marketing activation teams and a multi million pound budget to manage, all that without the team even going sailing. This is not a small business, every decision is crucial and can make the difference between the team winning or losing that ultimate goal.

Hosford said:

“For me this role is about steering Alex Thomson Racing into a new period. Managing an international sporting team at the highest level, holds parallels to many of the day to day realities that exist within the financial and corporate world. Million dollar deals, delivering on objectives, decision making at the highest level and a clear understanding of the differences between hitting your targets and falling by the wayside. I am passionate about ensuring that we continue to raise the standards within the industry (sailing) both through our performance on the water and sponsorship activation on shore. I intend to be very ‘hands on’, and my focus is not just on the next four years but planning ahead to ensure the prolonged future of Alex Thomson Racing.”

The appointment will mean skipper Alex Thomson will be able to focus 100% on his performance on the water. He has in the past added the management role in the company to that of skipper. Now however he will be able to do what he does best, sail fast and fully focus on his training with the ultimate aim of winning the 2012 edition of the Vendée Globe.

Thomson said:

‘Stewart joining the team will mean a big load off my shoulders; I can concentrate on racing and not have to be distracted by day to day aspects of the business. I believe he will bring a new structure to the business that will ultimately continue to improve my performance on the water. Stewart certainly brings a level of networking and knowledge of the corporate world, which will be invaluable in taking Alex Thomson Racing forward. We’ve done two Fastnet races together, so know each other well and I’m really looking forward to working alongside him’

Whilst the team is undergoing its own restructure, the Juan Kouyoumdjian IMOCA Open 60 has been hidden away in the build shed at Green Marine in Lymington throughout the winter, allowing Alex Thomson Racing and Juan Yacht Design to breathe new life into this already radical boat. Now widely considered to be the most powerful IMOCA Open 60 in the fleet, due to the grandfathering rule, the new Hugo Boss will feature some exciting design changes that Alex and his team are confident will ensure success on the water.

With the new boat completing re-fit, both skipper Alex and managing partner of Alex Thomson Racing Sir Keith Mills have been putting in place the team of professionals required to deliver on the company’s goals.

Expect more team announcements over the coming weeks as Stewart and the team at Alex Thomson Racing prepare for the season ahead in the newly refitted Juan Kouyoumdjian designed Hugo Boss.

The issues around the sponsorship of sailing are complicated but there are two fundamental conditions that have to be in place for it to work.

1. A brand that understands the value of sponsorship in the first place.
2. An understanding of which type of sailing platform will deliver return on investment and objectives.

Over the last year, economics have sorted out the companies who include sponsorship as part of a well thought out, integrated marketing strategy and those who were doing it because someone told them it was a good idea and they enjoyed the hospitality. While sponsorship was seen by some as a way of justifying executive perks and subsequently withdrawn when it ‘didn’t look good’, other brands who really understand their audiences and objectives have stuck with their relationships and a few have even extended them.

In recent years, Hugo Boss has been one of the most recognisable and innovative sponsors in sailing. Alex Thomson’s distinctive black open 60 showed how 300 square metres of sail area could become a massive racing / floating billboard with its groundbreaking boat branding.

In 2009, Hugo Boss and Alex Thomson have continued to innovate and get the most value out of their platform. The boat has been strategically positioned at major sporting events including the Monaco F1 Grand Prix, attracting extra television exposure and several photo stunts have been picked up by media around the world.

Alex Thomson is the only UK Open 60 sailor that started the Transat Jacques Vabre yesterday with a fully funded campagin to take him through the next Vendee Globe. Dee Caffari’s relationship with Aviva has come to an end, Sam Davies is skippering Artemis for this race only and is looking for a reported €9 Million for a four year campaign. Ecover will not continue their backing of Mike Golding and even BT’s relationship with OC Group is ending. While there is natural churn of sponsors after each Vendee Globe cycle, questions have been asked about the value of the IMOCA 60 class.

The news that Hugo Boss have renewed their relationship with Alex Thomson should be good news for other sailors in the class. The endorsement of such a savvy sponsor should help others make a case for backing.

Till Pohlmann Head of Sports Sponsorship for Hugo Boss said:,

“We are delighted to retain our title sponsorship of Alex and his team. HUGO BOSS has seen the IMOCA class deliver substantial media interest, which makes it very
appealing to us. We will continue to develop close relationships between our markets and the sponsorship and to explore the programme further. We are lucky to work globally with an ambassador like Alex.”

The seven year partnership stands as one of the longest within the IMOCA class and the teams says it has exceeded expectations in terms of media return for HUGO BOSS.

Alex said:

“I am delighted HUGO BOSS are retaining title sponsorship of the project, it has been a great partnership and I know there is still so much we can do. I will announce a full programme of events for the team soon. A brand like HUGO BOSS brings a new level of glamour to the sport, it is exciting to work with such an innovative and distinctive company. I am proud to have a reliable and successful partner onboard especially in tough times like these where sponsorship of such a scale is difficult to find. I would like to thank HUGO BOSS for their continued support and I am looking forward to exciting years ahead.”

The new deal means that Alex Thomson is able to commit to the next Barcelona World Race and the next Vendee Globe. In the meantime, as well as the current TJV, Hugo Boss will focus on creative cross promotion ideas, which have in the past seen a huge return.

Hugo Boss will also continue to leverage their other sponsorships. The brand has achieved huge exposure from cross-over promotions involving Formula 1 World Champion Lewis Hamilton and international golfer Oliver Wilson.