Archive for the ‘Larry Ellison’ tag

Making a Splash at America’s Cup

without comments

AmericasCup_RedBullPhoto Credit: Google Images

Baseball has the World Series, Golf has the Masters, Major League Eating has Coney Island…and Sailing has America’s Cup. Coming this summer to the San Francisco Bay, the best of best in sailing jump on board a vessel (with a price tag beyond the GDP of most small countries*) to tack, jibe, and lean their way to the ultimate prize. There’s nothing luxurious about this type of sailing – human beings are pushed to the absolute limit in some of nature’s harshest and most dangerous conditions. Leave your top siders and spritzers at home.

For us marketing folks out there, the America’s Cup series provides a much larger opportunity for brands to uniquely position themselves in front of a global audience on the world’s nautical stage. There are premier boat sponsors such as Red Bull and J.P. Morgan, fashion and style promotions from Prada and Puma, official race timing held by Louis Vuitton, even celebratory champagne sponsors Moet. Brands both big and small manage to find a place in one of the many consumer interaction points provided by the sport.

You then look at technology giant Oracle and its sailing enthusiast CEO Larry Ellison who secured the top spot as the 2013 America’s Cup Global Partner. Oracle and sailing (and winning) now goes hand-in-hand. Coming off a victory in 2010, USA and team sponsor Oracle are out to defend their high priced, high reward title.

This may all seem overkill for a sport that few consumers have tried and even fewer understand, but much of what these companies have learned is that there’s truly something special about the America’s Cup. Some mystique, some prestige, plenty of thrills, this sport truly presents brands in a unique and exciting way.

*We’re for occasional exaggeration

SPECIAL NOTE: MKTG INC sends our sincerest condolences to the friends and family of Andrew Simpson.

Written by: Andrew Ward

Share Button