Image credit: Lloyd Images
"I’m a big supporter of everything that’s done in the sport. The only time I am not a fan is if a sponsor looks at the sport, comes in, goes for the wrong product, gets burned and doesn’t come back for 10 or 20 years."
the only product - but it opens up doors in different places. It's journey and we are entering a new chapter with it, where it is not mature in a boring sense, but mature in a commercial sense. Those two or three years without a title sponsor actually allowed us to develop it in a way we thought it should be developed, rather than purely what a particular sponsor might want. Land Rover is a great case study for sailing. They did a lot of research on what sports they should be in as a global premium brand. They settled on three sports: sailing, equestrian and rugby. They’ve never really been in sailing and there was not a single sailor involved with any part of the decision the process. They primarily looked at the sport, sport business, agencies, the processes, the numbers and how flexible it could be in terms of their markets. They settled quite quickly on the Extreme Sailing Series as the right property for them to launch themselves into sailing. They will do other things in sailing undoubtedly - they are committed to the sport and that is a great positive for sailing. They would not have gone for something risker; they wouldn’t have gone for team first. They wanted to do an event sponsorship so that they had control and influence over how it was run and where it goes in the future. The Land Rover deal was important milestone for us - a real tick in the box in terms of building the property and justifying the risks and investments we have made. It is one of the two series main partners that we need. We need another series main partner to get ourselves to a place where we can
July 2013 Image credit: Clipper Race. 42
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