Does sailing provide good value for today’s sponsors?
Annemarie Meyer: Compared with other sports, the rights in sailing are generally less expensive, but they can also deliver less media coverage. Therefore, the value really depends a great deal on the activation in brand and in business. WYRF: What advice would you give to potential partners interested in sailing? AM: It is important to activate properties properly. When activation know-how and budgets are not available, it is not as easy, as most of the properties in yachting do not automatically generate media coverage. WYRF: Do you think the sailors understand the sponsor’s needs? Do they usually “play the game”? AM: Some do, and some do less. What I have noticed in the past five years is the majority of people involved in the sport of sailing are willing to listen and learn in order to be able to play a more valuable role. WYRF: Is sailing an expensive or inexpensive sport from a sponsor’s point of view? AM: It depends on the objectives and target groups. If they fit well or are the
