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

Sailing is a great platform for training, rehabilitation and developing teamwork. It is one sport where able bodied and disabled participants can compete together at the same level. In the past few years, several programmes have been established to harness sailing for these purposes.

Often new technology is utilised to allow disabled sailors to get on the water, but other programmes make the most of being part of a team to encourage participation. In the UK, programmes like Toe in the Water and the Even Keel Project are showing that this open access to the sport can really deliver results for participants.

Last week the Even Keel Project held an Open Day  in Cowes with partners Artemis Investment Management and UKSA. Managing Director of The Even Keel Project, David Rutter, presented a brief review of how the Project has started to really move forward over the past year and outlined the Project’s plans for 2010.

Dave Rutter thanked the Project’s supporters and his team, saying:

“We have achieved so much during the brief time we have been afloat and we fully appreciate that none of this would have been possible without the support of many organisations, for which we are truly appreciative.

“Trying to get new ideas and projects established is never easy during the best of times let alone while a recession has been in full flow, so for the project to have achieved so much in 2009 can only be down to the generosity and faith of our sponsors and hard work from all our staff. It has been a pleasure working with them all and we look forward to 2010 and to rolling out further sites for even more people to enjoy.”

The Project’s mission has moved around a bit, but in general terms is strives to get more people out sailing on equal terms. To date, the focus has been on disabled sailors, but the programme also has application for people who might not otherwise get the opportunity to go sailing.

Key initiatives unveiled for 2010 include:

• The Project’s presence at the IFDS Disabled World Sailing Championships at Medemblik, Netherlands in July that will enable The Even Keel to showcase the Artemis 20 to a global audience.
• The launch of the Artemis Even Keel Challenge that is being raced over three days during Cowes Week 2010 to introduce the most aspiring disabled sailing candidates of the Even Keel’s season to this most prestigious and fun annual racing fixture. The winners will then have the opportunity to crew for professional sailing celebrities in the culmination of the Challenge on Day 3.

The project has managed to secure a long-term agreement with UKSA in Cowes, Isle of Wight, as The Even Keel Project’s UK base, but the plan is to replicate the programme around the world. The management team is in negotiation to establish centres of excellence in Boston Mass, Rotterdam and in Poland.

Simon Davies, Director of Youth Development at UKSA, commented:

“We are absolutely delighted to be getting involved and to be hosting this inspirational project in the UK. Sailing is one of only a few sports where having a physical disability does not have to be a disadvantage. We are delighted to have been able to offer hundreds of sailors access to the water at UKSA through our adaptive sailing programme and that this project will allow us to help hundreds more.”

And finally to the sponsorship bit. Many of the stories we cover are about companies using sailing sponsorship in a traditional sports marketing way. The values are about competition and being the best, innovating, developing great teams. Sponsorship of the Even Keel Project is a different kind of sponsorship. It shows that companies are committed to diversity and giving back to the community. The teamwork element is still there, but there is a greater focus on corporate, social responsibility (CSR) than sponsoring an America’s Cup team for example. The project is especially grateful to its title sponsor, Artemis, for its continued support. Artemis is a dedicated active investment management house, specialising in investments and asset management for retail investors and segregated institutional investment management.

More info at www.theevenkeel.com

Also in the UK, the Toe in the Water project uses sailing to get injured servicemen and women back into high performing teams. Cowes.co.uk tells more in this interview …

We tend to focus on the big-business end of the sport of sailing on this site, but yacht racing as a platform can be used for all kinds of ends. It’s nice then to be able to report on a sailing project that promotes the benefits of yacht racing over and above pure financial ROI or relentless mercenary greed for a piece of silverware.

TOE IN THE WATER is a non-profit organisation which uses sailing as a vehicle to re-inspire injured servicemen and women, many of whom have been wounded in active service in Afghanistan and Iraq, and who are currently being treated at Headley Court, the Defence Medical Rehabilitation Centre.

The aim of the initiative is simple; to provide injured servicemen and women with a challenging, demanding environment in which they can compete on an equal footing with their peers. Yacht racing provides one of the few arenas in which people with traumatic injuries can compete against and alongside able-bodied people. It is ideal, not least because there is a wide range of different roles onboard, providing different physical and mental challenges.

TOE IN THE WATER recieved worldwide attention when Steve White received much needed backing for his Vendee Globe campaign in return for promoting the charity.

Chairman, Major General Mike von Bertele OBE has launched the charity’s 2010 racing programme. Racing in 2010 will build on the success of the first two years of operation, during which more than fifty profoundly and traumatically injured service personnel were inspired through competitive sailing.

TOE IN THE WATER will be entering eight events in 2010. The programme comprises the RORC Easter Regatta, the J80 National Championships, the J-Cup, the JP Morgan Round the Island Race, Sailing for Heroes Regatta, Cowes Week, the Jersey Regatta and the J80 Autumn Championships.

The 2009 Season saw TOE IN THE WATER ambassadors Brian Thompson and Dee Caffari join the Toe crews at Cowes Week and the Dartmouth Regatta. Caffari said after Dartmouth:

“Sailing with the TOE IN THE WATER crew was a unique experience for me and one I hope I will repeat in the future. These guys will give everything to be at the front of the fleet. It was true competitive racing at its best.”

Multiple world record holder Brian Thompson, who has been involved with the initiative since the outset, said:

“Every time I have gone out with TOE IN THE WATER I have been blown away by their talent and aptitude for sailing and their super positive attitude. The TOE IN THE WATER team is dynamic, energetic and making its mark on sailing regattas all over the UK. The charity has brought fun and competition to both the injured servicemen and women, and the volunteers who love to be involved. I am looking forward to racing with them again in 2010.”

Lloyd Hamilton is the Director of Racing said:

“From a sailing perspective it has cemented the fact that it really is a sport for anyone from the novice to the expert to enjoy. It also instils a firm belief in team work and the importance of it. Everyone who has served in the forces will understand that at some point in a military career you will rely upon your comrades alongside you. This initiative and the results our teams achieve show just how important this factor is.”

TOE IN THE WATER is holding a selection weekend to recruit experienced able-bodied racers to its Core Crew. Volunteers are asked to commit to two events in the upcoming season and are invited to ‘try out’ for a place by attending the weekend (6-7 March 2010). Anyone interested in getting involved in the Core Crew or in fundraising for TOE IN THE WATER should contact info@toeinthewater.org.

Steve White has become the 8th finisher out of 30 competitors in the prestigious Vendée Globe, the solo, non-stop, round-the-world sailing race. While the BBC reported that the sailor “was greeted by his wife, Kim, and his children.” He returned after 109 days alone at sea, to an incredible reception in Les Sables D’Olonne, France, with crowds as large as 50,000 people lining the harbour walls.

At the time of writing, the UK media response to Steve’s feat was pretty poor. The Times, The Telegraph and the Daily Mail had no mention of the story. The Guardian story online ran to five whole sentences. The difference between the way France and England respond to the race is stark.

White said about the French crowds:

” Sailing is a way of life here, and it doesn’t seem to be like that in England and that’s a shame, and it has been overlooked in the media which is a shame, it’s not like that over here, I’m not seeking to be famous or anything like that, but to have support like this, and support with the boat, it’s something we don’t get in England, which is a shame.”

While all stories in the Vendee Globe are interesting for a wider public audience, Steve’s story is newsworthy for the fact that he had to re-mortgage his house some four times to fund his dream; the fact that he only gained enough sponsorship to actually be able to compete in the week before the start, back on 9th November 2008; and that of 30 starters 18 sailors failed to complete the race through a combination of injuries or damage to their boat.

Steve’s boat, Toe in the Water, was joined by a flotilla of around 200 boats of varying shapes and sizes. A large banner was draped over the harbour wall that read: ‘Thanks Steve. You made us dream.’ It summed up perfectly the affection that the locals have for him, and his family.

Today Steve said,

“I am just so amazed to finally be here. It’s everything I dreamt it would be and more. I cannot thank my family, friends, sponsors and the people of France enough. Thank you France for looking after my family while I was away, I don’t know what the French word for ‘humbled’ is, but that is how your welcome and support have made me feel.”

As for the future, Steve’s plans are fixed:

“I’ll be back in 2012 to compete again, and then in 2016. I’ll have a new boat and I’d really quite like to win. If any of you have ever had even a small dream about competing in the Vendee Globe, I urge you to do it. It will exceed all your dreams, it is the best sporting event in the world and I don’t think there can be a feeling like this anywhere else.”

Steve’s boat is named Toe in the Water after the charity that promotes the rehabilitation of injured servicemen through competitive sailing. This came about due to a last minute donation from a consortium of anonymous donors who provided White the shortfall in money required to compete, but asked that he rename the boat and give any publicity to the charity.

Take a look at this video. This crowd turned out days after the winners had crossed the line to welcome a man who came 8th. There are not many sports where that happens.

Steve White\’s Arrival at the Finish of the Vendee Globe on Toe in the Water

With the start of the Vendee Globe today, the media releases have kicked up a gear, with PR agencies trying to get the most for their teams in the increasing noise. Today we have a quick look at the online offer of the UK entrants. 

Dee Caffari Aviva – www.avivaoceanracing.com

We’ve praised the brand activation skills of this team in the lead up to the Vendee Globe. The team website has all the latest toys – blog, video, wallpaper downloads and even a mobile site. Getting to aviva from the site is a little tricky though.

www.aviva.com has a link from the home page (below the fold) to a dedicated microsite www.avivaoceanracing.com/avivachallenge/

Mike Golding – Ecover – www.mikegolding.com

All the things that should be there including a link to main sponsor ecover from the top of the page. Also a competition.

www.ecover.com/gb/en/ homepage has no mention of the Vendee Globe or sponsorship of Mike Golding. With a couple of clicks you can get to a microsite: www.ecover-vendeeglobe.com/

Sam Davies – Roxy – www.roxysailing.com

We love the look and feel of this website. It’s young and cool – everything you would expect from an action sports fashion brand for girls. It is lacking some of the interactivity of other sites though.

http://www.roxy-europe.com/en/Home.html has a link to the site from the homepage. Though ‘below the fold’ it is easy to find.

Jonny Malbon – Artemis – www.artemisoceanracing.com

Clean, simple to navigate. Video and subscription to news updates. Link to sponsor in main navigation.

www.artemisonline.co.uk/ has a small tout on the homepage linking to the sponsorship.

Brian Thompson – Pindar – www.teampindar.com

All the goodies. The main feature of the homepage features a race tracker which doesn’t work in all browsers, but solidly professional. Links to the main sponsor Kingdom of Bahrain visible.

www.pindar.com/ has a tiny link at the bottom of the homepage about teampindar, but no mention of sailing.
2 or 3 clicks from the main menu gets to a page about the involvement, which is strange considering how large a part of the marketing mix sailing plays for the company.

Outside of sailing news sites, we found it extremely difficult to find anything linking back from the kingdom of Bahrain to the Vendee Globe.

Alex Thomson – Hugo Boss – www.alexthomsonracing.com

Cool carbon fibre effect website with all the latest multimedia bits and pieces. Link to Hugo Boss in main navigation (though nav is a little tricky). The brand values ooze throughout this website.

We did manage to kind the microsite, www.hugoboss-sailing.com/ from the main Hugo Boss website. Although it has some great stuff like beautiful wallpaper downloads of the boat, all navigation is removed which is a pain.

Steve White – Toe in the Water – www.toeinthewater.org/vendee/

Considering the battle that Steve had to get to the start line, his website is everything to be expected. Busy with preparations to the boat his personal site, www.whiteoceanracing.com, needs a few tweaks to promote the cause that he will be championing, ‘toe in the water.’

The charity on the other hand is up to speed with the campaign. www.toeinthewater.org/ has a link to a page with up to date livery and news.

Sebastien Josse – BT Team Ellen - www.btsebjosse.com

Part of the massively capable OC Group, which includes a dedicated multimedia agency, you would expect the online offer to be state of the art. It will be interesting to see how the combination of a French Skipper sailing for an English team will be picked up. Though Ellen Macarthur will be able to put an English spin on things, the UK media to date has been talking about the seven british sailors in the event and have dropped BT Team Ellen from much of their coverage. The website if anything is too busy – so much information packed onto the screen. Big clickable links to a BT microsite with it’s own URL www.biggerthinking.com/en/bt_team_ellen.aspx (though how anyone would find that link is a mystery for the b2b marketing boffins at BT). 

www.bt.co.uk has no mention of the sailing tie up, but does list the BT sponsorship of 2012 on the front page.

British Vendee Globe hopeful, Steve White today re-launched his IMOCA 60 yacht in Les Sables D’Olonne (France), announcing that he will compete under the new name of ‘Toe in the Water’.

White nearly didn’t make it to the start line, taking huge personal risks on the fact that backing would come at the last moment. In the end the funding will not come from a marketing savvy brand but a consortium of private backers whose only request has been that Steve’s boat carries the branding and message of the ‘Toe in the Water’ project with him around the world.

Steve, commented from onboard Toe in the Water: ‘I have dreamed of participating in the Vendée Globe for many years and have been building towards November 9 for the last four years. We managed to qualify by completing The Artemis Transat in May this year, but have struggled to find sufficient sponsorship. I am delighted to carry the name and colours of Toe in the Water around the world.’Toe in the Water, established only six months ago, is a new project designed to use competitive sailing as an extension of the rehabilitation work carried out at UK’s Defence Medical Rehabilitation Centre (DMRC) at Headley Court for as long as there are injured servicemen and women in need of support.

Holly King, the founder of Toe in the Water, concluded, ‘When we were approached by Steve’s backers and asked if they could use Steve’s campaign to raise awareness of our project, we were both surprised and delighted. We are honoured that Steve’s boat will be called Toe in the Water and will carry our colours on his sails and hull. We are committed to inspiring servicemen and women through competitive sailing, and hope that Steve’s story will inspire many more people all over the planet. We wish him the best of luck in this extraordinary endeavour.’

More information at http://www.toeinthewater.org and http://www.whiteoceanracing.com