Growing Brand and Building Business Around the World: Clipper Race:

The Unstoppable Journey

The Clipper Race creates major ties with world-leading brands such as Nasdaq.

As the Clipper Race makes contact with global communities on its travels, the event is becoming a platform to connect with customers and strengthen relationships between Race Partners.

The Clipper Round the World Yacht Race is unlike any other and the platform it provides for its partners is just as unique as the event itself. Driven by forward thinking and an understanding that the world is ever-changing, the Clipper Race aims to build networks and strengthen relationships between our partners, destinations, and the global communities that we come across.

One thing is very clear: the Clipper Race delivers incredible results for its partners. The 2017-18 edition had the highest number of partners across all tiers, and introduced dynamic new Host Port Partners, Punta del Este in Uruguay and Sanya, China, as well as creating ties with world-leading brands such as Dell, Microsoft, and Nasdaq.

Relationships with long-standing partners were also reforged, with Qingdao, Marlow Ropes, Derry ˜ Londonderry, and Hyde Sails all once again

playing a key role in the storytelling process. While part of the fabric of the race, the focus, even for the longest-serving partner, is always to continue to evolve, as shown by Marlow Ropes’ decision to use the Clipper 2019-20 Race as a platform to test its 100% recycled Blue Ocean Dockline.

According to Commercial Director Alex Smith, the reason why the race continually proves to be an effective stage to connect with customers and build brands is simple. “It’s the storytelling and connection to the crew,” says Alex. “The fact they are everyday people, who are looking to challenge themselves, and see what they are capable of.

“Couple this with a successful heritage event and almost a year-long calendar of activations and narrative within global destinations, it provides context for conversations with local and global communities. So many brands focus on authenticity of message and the race has it unequivocally.”

Brand awareness is having an impact on global communities

One such brand that has found the event to be a unique storytelling platform is Dell, which is returning as the Rugged Technology Partner in the Clipper 2019-20 Race. It took full advantage of many of the stopovers in the 2017-18 edition to showcase its Dell Latitude Rugged portfolio of laptop computers.

Customer corporate sails and an Ambassador Crew Programme led to successful activations in Cape Town, Qingdao and Derry ˜ Londonderry, while in New York, against a backdrop of yachts in a Manhattan marina and a working Rugged tablet frozen inside a yacht-shaped ice sculpture, Dell Rugged Product Marketing Director Craig Brandt commented: “Our Rugged products are designed to deal with the most extreme environments, and being on these Clipper Race ocean-racing yachts is about as harsh as it gets, so it is a perfect test environment.

“It also creates global opportunities to engage with contacts, analysts and journalists in different markets about the Dell Rugged products.”

The Uruguayan city of Punta del Este quickly became a crew favourite after it made its debut on the global Clipper Race circuit in the 2017-18 edition.

Our partnership with the Punta del Este Yacht Club is a prime example of how a partnership with the race can grow and evolve with each edition. Punta del Este will return in the current edition as both a Host Port and Team Partner with the goal to increase destination awareness and global visitors, cultivate its sailing portfolio and attract other sailing events. Becoming a Team Partner means the opportunity to fly your flag in 16 stopovers around the globe.

Dell Rugged products are designed to deal with the most extreme environments

Being on these Clipper Race ocean racing yachts is a perfect test environment

Craig Brandt, Dell Rugged Product Marketing Director

The growth of Asia as an economic powerhouse stands out and has been reflected in its healthy share of the market, evident from its increased participation in the Clipper Race which the region has embraced enthusiastically. China specifically has featured on the race route since the inaugural campaign in 1996 and the breadth of access the event provides to this world leader 23 years later is bigger than ever.

The successful development of sailing and associated economic growth in Qingdao has generated interest from other Chinese cities in how they can also work with the Clipper Race.

In the 2017-18 edition, the city of Sanya, a tropical paradise on the island of Hainan, made a debut to remember, with its team, Sanya Serenity Coast, taking the overall win.

Sanya took full advantage of the wide range of opportunities presented by the Clipper Race to increase awareness of the destination, develop its international sailing credentials and attract more visitors from around the world. It hosted tourism conferences, promotions and sailing opportunities in the majority of the host cities.

With the support of Sanya government delegations, great strides were made in creating connections with tourism and travel influencers as well as opening trade and investment discussions.

Watching the success of both Sanya and Qingdao with great interest was the rapidly developing city of Zhuhai. Located in the newly coined ‘Bay Area’, the recent completion of a bridge to Hong Kong and

Macau means Zhuhai is a strategic gateway and another component of China’s Belt and Road Initiative for growing global trade.

At the finish of the Clipper 2017-18 Race in Liverpool, Zhuhai signed a landmark deal which will see the city be a Host Port and Team Partner in the 2019-20, 2021-22 and 2023-24 editions of the race.

Hu Tao, Brand Director of Zhuhai Jiuzhou Holdings Group Ltd, said: “We believe that a partnership with such a noted global event as the Clipper Round the World Yacht Race will help speed up our sailing development.”

Alex explains: “The ambition of the Clipper Race is to not only continue to be unique, but to keep pushing the boundaries of what is possible. This is demonstrated by the movement into new markets, such as Punta del Este and new cities in China, which are able to implement trade and investment projects, as the race links new and evolving destinations with iconic ones.

“There is an awareness that the pioneering spirit is part of the DNA of the race and that means pushing boundaries across adventure, the partners we work with and our own business.

Partnership opportunities are scalable, offering the opportunity to brands big and small, which means we get to work with those that are passionate about the same values as we are and looking to be part of something extraordinary.

There is opportunity for exposure and context in global markets. The race has developed a substantive business platform over its history by creating connections and providing the environment for big, small, local and global businesses to take their brand, product or campaign to new audiences.

The transformational nature of the race is something partners quickly realise. The race not only transforms all the crew that take part, but also those that come into contact with it – Supporters, Family, Race Staff, and Race Partners.

Sport, and particularly sailing, is so incredibly important as it is a level playing field. The effect is as dramatic across all ages, races, gender, nationalities and abilities, as they step out into the same conditions as the professionals and take on their adventure, to pursue their dreams.

Partners who have utilised the Clipper Race to engage with their employees have understood that these real-world experiences pay dividends when translated back into the workplace environment through life skills, including teamwork, leadership, confidence, and conflict management.

The Clipper Race has developed a firm business platform over its 24-year history.

Alex says: “The pursuit of dreams, hopes, and aspirations is a language that translates across business and is understood by a global community of people who will be our partners’ customers.”

Campaigns will continue to develop as new technology has come to light

Alex Smith, Clipper Ventures Commercial Director.

Even as the Clipper 2019-20 Race fleet sets sail on its 40,000NM adventure, arrangements will already be put in place for race editions in 2021-22, 2023-24 and beyond.

Alex adds: “By continuing to work with existing destinations and companies to grow and develop, and looking for new and exciting opportunities, campaigns will continue to develop as new technology has come to light. And we can utilise those advancements to bring people on the adventure through a brand’s connection to the race, authenticity of the messaging, and new and exciting ways to activate.”

She concludes: “As we continue to grow and develop in tune with business needs, the possibilities are quite honestly endless.”

Derry~Londonderry will be a Host Port for the Clipper Race at the same time as being home to the Foyle Maritime Festival

GLOBAL LINKS

The Clipper Connect Business Series is providing a vital global chain to bring together Race Crew, Partners and Host Port Partners and build a strong community of leaders to showcase the Clipper Race’s identity

Clipper Connect is now a global event which is helping to build communities in the race network

The Clipper Connect Business Series was established to act as a catalyst for conversation and collaboration. By connecting diverse and engaged Race Crew, Race Partners and other leading businesses and government bodies, the events aim to inspire courageous leadership and build a global community of like-minded people.

Clipper Connect was carried out on a truly global scale during the Clipper 2017-18 Race. Events were held in eight host cities, across five continents, and hosted in collaboration with Race Partners and other prestigious organisations, such as Liverpool’s Mayoral 100 Club, Wesgro, 2018 Invictus Games, the Qingdao Organising Committee, Seattle Sports Commission, Nasdaq, and Derry City and Strabane District Council.

The business series co-hosted an event with Team Partner Nasdaq

2018

Clipper Race Head of Partnerships Laura Ayres says: “The Clipper Connect Business Series during the 2017-18 edition of the race was a great success.

“Over eleven months, our stakeholders were able to connect with like-minded people and engage in thought-provoking and interesting conversation. It provided us with the opportunity to showcase the commercial depth of the Clipper

Race and demonstrate our collaborative approach to partnerships.”

The Seattle Clipper Connect event centred around the theme of women in leadership

April 2017

a thought-provoking insight into women as leaders.

Clipper Connect is an opportunity for Race Partners to invite contacts to network and hear considered content from industry leaders and national government spokespersons.

Each Clipper Connect event had a central theme which focussed on the business strategy important to the Race Partner hosting the evening.

To highlight the connectivity between entrepreneurs and sports success, panel member Tim Hodgson, CEO of the Invictus Games, provided an insight into working with global brands such as Jaguar Land Rover.

A Clipper Connect Business Series was held in Sydney, a collaboration between the Clipper Race and Invictus Games Sydney 2018.

For the event held in Seattle, Visit Seattle Skipper Nikki Henderson was the impetus for the panel on ‘women in leadership’ and was joined by an impressive line-up from the international world of business and sport, including Microsoft’s Kati Quigley and Carrianne Smith at Marriott International, to provide

In New York, the business series had the opportunity to co-host an event with Team Partner Nasdaq at its impressive MarketSite location in Times Square.

Speakers included Antony Phillipson, Her Majesty’s Trade Commissioner for North America, and the evening explored how data is used in the world of sport, business, financial, and social sectors, and how big data will be utilised to problem solve, revolutionise, and create a positive impact across the globe.

In the 2019-20 edition of the race, the Clipper Connect series will not only build on the work of the previous race but also cover new and exciting ground.

Laura explains: “The business series will continue to develop as a platform for our stakeholders to engage in international business events during the Clipper 2019-20 Race.

I am really excited about what we can develop and achieve. We have really interesting topics scheduled, focusing on timely themes such as sustainability, international connectivity, and pioneering technology, which will spark conversation and new ideas to benefit all involved.

www.clipperroundtheworld.com