Volvo Ocean Race - Commercial Proposition

Performing at the limit Around the world Around the clock

It’s hard to imagine just how tough it is to sail the Volvo Ocean Race

VOLVO OCEAN RACE

It’s hard to imagine just how tough it is to sail the Volvo Ocean Race.

It’s cold, exhausting, uncomfortable, isolated and anxiety–ridden. It’s a feeling that is multiplied by scorching days, freezing nights, cramped conditions and the infinity of the open sea. Imagine this and you begin to get a sense of the reality of life aboard a Volvo Open 70 yacht.

Yet it is a life that no Volvo Ocean Race sailor would willingly give up. The exhilaration and privilege of being part of sailing’s greatest ride overshadows fear, discomfort and anguish. For them, the choice is simple, even if the stakes are as high as they can possibly be.

Perform at the limit

Our sailors circumnavigate the planet with the maximum power that it is possible to harness on a sailboat, trying not only to get to the finish line, but to get there faster than the best sailors in the world.

The sheer intensity of the Volvo Ocean Race is without parallel in the world of sport. It is performance at the limit: the ultimate test of a professional sailor.

PERFORMING AT THE LIMIT

Nearly 40 years of legendary performances have made our ‘racetrack’ the most coveted in sailing. Meanwhile, heroic commercial performances have also made the Volvo Ocean Race one of the most bankable and versatile platforms in the world of sports sponsorship and hosting.

The Volvo Ocean Race presents its commercial partners with opportunities of uncommon dimension and quality to generate value around brands and commercial objectives.

At the Volvo Ocean Race, powerful event pillars combine with a pro–active approach to value generation. Our experience and know–how make it possible for companies and public entities to perform at the limit, around the world, around the clock.

VOLVO OCEAN RACE

Global 72,000 km audience.

Wide atappeal. the limit

Alicante Abu Dhabi

Sanya

4,600 nm 5,220 nm

5,430 nm 6,500 nm

Cape Town

Delivering to the limit: Volvo Ocean Race 2008–09 in numbers 1.3 BILLION CUMULATIVE TV AUDIENCE

1.6 BILLION CUMULATIVE READERSHIP

1.1 BILLION CUMULATIVE RADIO AUDIENCE

3.8 MILLION VISITORS TO RACE VILLAGES

IFM / SMS

Auckland

PERFORMING AT THE LIMIT

Galway 485 nm

Lorient

1,940 nm

Lisbon

3,590 nm

Miami 4,800 nm

Itajai

6,705 nm

VOLVO OCEAN RACE

Groupama sailing team

PUMA Ocean Racing powered by BERG

Abu Dhabi Ocean Racing

CAMPER with Emirates Team New Zealand

Team Telef贸nica

Team Sanya

PERFORMING AT THE LIMIT

Proven format The Volvo Ocean Race typically consists of 8–9 epic stages of high seas racing – the Ocean Legs. During the Legs is where the greatest mass–market impressions are made & heroes are born. Team sponsors enjoy unrivalled exposure and event sponsors demonstrate their role in delivering the event to the audience as the fleet battles its way from one Host Port to the next. Each Host Port is the object of obsession for the fleet for a key chapter of the Race.

Media coverage of ocean racing drama delivered a cumulative audience of nearly 4 billion across television, print, radio & new media in 2008–09.

Between Legs, the Race stops at 9–10 seafront locations – located in a mix of established and high-growth markets. Volvo Ocean Race Villages light up the waterfront, engage with the public in a way that few sports can, as well as playing host to spectacular coastal, grand prix racing.

Nearly 4 million visitors, including in excess of 50,000 invited business guests, enjoyed the exhilarating atmosphere and close proximity to teams and boats provided by the 2008–09 Race Villages.

VOLVO OCEAN RACE

PERFORMING AT THE LIMIT

In the eye of the storm The Volvo Ocean Race’s unique heritage, timing & geography give it a scale that is distinct from any other in sport.

connected by social media deliver much more to a 24/7 global event than to sports built on more predictable, packaged formats.

These factors alone – and our athletes’ quest to master them – produce content that can compete on any media platform and provide story lines that grip entire nations.

The way the Volvo Ocean Race interacts with audiences and engages them, gives it a rare dynamic and a special storytelling momentum. We specialise in delivering our stories to a large and switched-on audience and in helping to place our commercial partners at the centre of that momentum.

But it’s the rich diversity of content, together with a uniquely realistic presentation that give the Race an attractiveness that reaches beyond limited demographic groups and fanbases. This has never been more true than now, where the benefits of a global audience

It is the reason why the Volvo Ocean Race has created many of the most valuable and enduring sponsorships in sport.

VOLVO OCEAN RACE

PERFORMING AT THE LIMIT

Commercial activity streams: Across the Volvo Ocean Race TEAM RECRUITMENT SPONSORSHIP BROKERING

TEAM MANAGEMENT

COMMERCIAL SUPPORT

TITLE SPONSORSHIP/OWNERSHIP

EVENT MANAGEMENT / VOLVO OCEAN RACE, SLU

SUB-SPONSORSHIPS

HOST PORT MANAGEMENT

HOSTING RIGHTS

TECHNICAL SUPPLIERS

LOCAL EVENT SPONSORSHIP

GLOBAL EVENT SPONSORSHIPS

NATIONAL MEDIA AFFILIATES

LOCAL MEDIA AFFILIATES

BROADCASTERS

MERCHANDISING

CONCESSIONAIRES

MEDIA AFFILIATES

HOSPITALITY SALES

HOSPITALITY SALES

MERCHANDISING

RENT, UTILITIES & SERVICES

HOSPITALITY SALES

TICKET SALES

VOLVO RELATIONSHIP MANAGEMENT

Activities to match a wide range of objectives, market focus & budget.

Join in.

Stand out.

A commercial partnership with the Volvo Ocean Race is built on several competitive points of difference. These are points of difference that create commercial value not just by providing visibility, but by providing scale, depth of meaning and audience engagement as well.

The Race reaches large and global audiences, but it’s the quality of impressions more than their quantity that proves the crucial difference in ensuring the success of our stakeholders.

Partners in the Volvo Ocean Race range from makers of specialist equipment and technology to global consumer brands, from private developers to national governments and houses of royalty, from local radio to national television networks. All of them derive value by being part of something big, but much more, by drawing strength from the shape of the media space that the Race occupies.

What are the Volvo Ocean Race attributes that can drive your commercial success?

VOLVO OCEAN RACE

Multiple routes to success The global and expansive format of the Volvo Ocean Race provides many different avenues for commercial involvement without creating sponsorship clutter.

The variety of available commercial activity streams mean that the Race delivers value to clients with wideranging objectives and budgets.

Companies and public entities involved with the Race can combine activity streams in order to add emphasis and power to individual objectives.

PERFORMING AT THE LIMIT

150 Days of Festivities: The Host Ports.

2011–12 Alicante

14/10/11 – 05/11/11

Cape Town

25/11/11 – 11/12/11

Abu Dhabi

30/12/11 – 14/01/12

Sanya

04/02/12 – 19/02/12

Auckland

08/03/12 – 18/03/12

Itajai

04/04/12 – 22/04/12

Miami

06/05/12 – 20/05/12

Lisbon

31/05/12 – 10/06/12

Lorient

17/06/12 – 01/07/12

Galway

03/07/12 – 09/07/12

VOLVO OCEAN RACE

There is the Exceptional Power of sailing and the Volvo Ocean Race’s unrivalled positioning within it. We offer an entertainment platform that reaches beyond regular segmented sports audiences by connecting with consumers and priority clients on a global scale and over a prolonged period.

We make it possible for brands to go beyond the benefits of being onboard the world’s premier ocean race and actually Command Attention within it. Gigantic billboards, global media exposure, high media repetition, and a format that makes brands and international locations integral to the reporting of the Race provide dominant brand benefits that comparable investments in other sports cannot match.

There is what we call the Hyper-Reality of the Race. In the age of reality programming, the Volvo Ocean Race goes further: converging spectacular sporting action with a 24/7 view onto the intensity and spirit of sailing fast around the world. Our images and stories capture imaginations. Our hyper-reality makes it possible to engage audience and build incomparable value.

PERFORMING AT THE LIMIT

Our clients are able to exploit the unique format and appeal of the Volvo Ocean Race to execute highly effective campaigns. The rhythm, geography and interconnectivity of the Race make it possible to Multiply Activation through a single relationship with an independent, business-focused rightsholder.

The Volvo Ocean Race boasts a record of Proven Performance which has delivered success to businesses and public entities for almost 40 years.

Our clients come from a wide range of backgrounds and have varying objectives and resources. Whatever your goals may be, we know how to make the Race work best for you.

We deliver our event to a best-in-class standard. We provide expert support to our clients so that they can capitalise on presentation, content delivery and event management of a world-class standard and achieve High–Calibre performance.

Success around the world

The Volvo Ocean Race offers an exceptional racetrack for realising sailing and business ambitions and creating heroes.

Find out more about how the Volvo Ocean Race can help you to Perform at the Limit.

Discover performance at the limit.

Discover the Volvo Ocean Race. commercial@volvooceanrace.com Volvo Ocean Race SLU wishes to thank the following contributors for the use of their work in the creation of this package and their dedication to the Volvo Ocean Race. All rights to images used in this package are reserved by the respective owners.

Abu Dhabi Ocean Racing ADD Design Amory Ross/PUMA Ocean Racing/Volvo Ocean Race Arden Oksanen/PUMA Ocean Racing/Volvo Ocean Race Barry Pickthall/PPL Bob Fisher/PPL Chris Cameron/CAMPER 2011-12 Dan Armstrong Dave Kneale/Volvo Ocean Race Designers United Guo Chuan/Green Dragon Racing/Volvo Ocean Race Gustav Morin/Ericsson 3/Volvo Ocean Race Guy Salter/Ericsson 4/Volvo Ocean Race Hamish Hooper/CAMPER/Volvo Ocean Race Ian Roman/Volvo Ocean Race Maria Muina Mhic Chambers Nick Rains/PPL Paul Todd/Volvo Ocean Race Paul Todd/Outsideimages.com Pedro Martinez /CAMPER Oskar Kihlborg/Volvo Ocean Race Oskar Kihlborg/Ericsson Racing Team Rick Deppe/PUMA Ocean Racing/Volvo Ocean Race Rick Tomlinson/Volvo Ocean Race S. Asberg/KIWT Team Sanya/Sander van der Borch/Volvo Ocean Race Tim Stonton/Volvo Ocean Race Yvan Zedda

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