pdwarren
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May 19, 2009, 10:14 PM
Post #11 of 15
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Re: [The Publisher] Regatta Sponsorship - Point/Counterpoint
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Let me throw out a few benefits to sailors of regatta sponsorship, based on my own experience as a regatta organizer:
1. Thanks to Cadillac's involvement (thru Gary Jobson), as sponsor of the 25th Anniversary Kennedy Cup Intercollegiate "Big Boat" Championship, collegiate sailing was featured on national TV (ESPN) for the first time. The event was at the U.S. Naval Academy in Annapolis. Cadillac bought a substantial amount of television advertising time to fund the broadcast; they also provided team shirts for all (12) the collegiate teams (10 crew member each), and they hosted a VIP reception (funding all the food and beverages for the evening.) In return, they positioned several current-model Cadillac cars in downtown Annapolis, took some local dealers and guest on a chartered yacht to view the regatta and built good-will for all involved with the regatta.
2. Free regatta parties: whether thru Mount Gay or the local Budwieser (or other) beer distributor, sponsors help to make the social aspect of sailing more affordable and fun. Without sponsorship, we might see a $10 per person (or more) fee for attending each of the social activities we all like to participate in at a regatta. Sure. 10-bucls is cheap, but multiply it by 3 nights for a 10-person crew and it becomes a bit more precious, if you're the skipper who's expected to pick up the tab for your crew (after all, they're volunteers.)
3. Free/Low-cost Regatta Souvenirs: Red hats, tee shirts, canvas bags, belts, etc. all cost $$. Many regattas provide participants with a quantity of free hats, shirts and other apparel related to the regatta. These "free" commodities are available because of the sponsors' contributions to help underwrite the overall costs of running the regatta.
Otherwise, your entry fee either stays the same (and covers the basic costs of the regatta: RC boat fuel, food for RC, trophies, printing, Web site, insurance, travel expenses for judges/umpires) or your entry fee increases to cover the costs of tee shirts, bags, a cook-out party or regatta costs.
4. Heightened awareness of the sport: inherent in event sponsorship by companies is an effort to maximize the exposure/awareness relatiing to the event and (ultimately) the sponsorship. This involves event-related publicity. Whether it's getting the event on TV or just coverage from the sports page in the local newspaper, coverage of a regatta raises public awareness of the sport of sailing and , if presented correctly, increases interest in participating in the sport. This is how we draw new participants into our sport. Our sponsors have a direct influence on creating and enhancing the publicity for our sport.
5. Incentives for current active sailors: Sponsors help elevate the level of regattas at all levels. At Key West Race Week, major sponsors have a "full blown" presence: Mount Gay sponsors the after race parties; rigging companies provide on-the-spot repairs for broken rigs and spars; gear manufacturers like Speery Topsiders show off their wares at the parties, Lewmar holds a competition for the "fastest grinder" on their winches. The key, here, is active participation by the sailors.
Same is true at local regattas: Instead of a simple cook-out where regatta sailors provide all their food & beverages, sponsors can provide lunches, dinners, and drinks for regatta guests. Maybe the sponsor is a local BBQ chain who provides ribs and salads. Or, it's a local beer distributor who provides complimentary suds for dinner/party attendees.
Bottom Line: sponsors help defray the costs of putting on a "first class" event. It's not too much to provide our sponsors with a decent return on their investment, in the form of promotion opportunities, signage and acknowledgement of their contribution -- as well as our ongoing support of their products and services. Honor our sponsors!
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