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It is 35 years since first edition of the Volvo Ocean Race, then named the Whitbread Round The World Race. It has grown from a Corinthian adventure to become one of the world’s biggest professional sports events.

The Volvo Ocean Race has a unique global reach with stopovers in Asia, North and South America, Africa and Europe and fans from more than 100 countries following the race through TV, magazines, newspapers, internet, mobile phones and our online sailing game.

This brochure underlines the Volvo Ocean Race’s status as a top-tier

sponsorship platform. It provides an insight into how sponsors can use the race to meet their brand and marketing objectives and includes examples and case studies of activation programmes from the 2008-09 race.

We also highlight some of the impressive media figures which result from our unique approach to multi-channel communications. The race is in tune with the new media age, with plenty of high quality content streamed to web sites and mobile handsets. Introducing the Media Crew Member onboard the boats, a dedicated

reporter equipped with the latest technology in High Definition filming and satellite communication, has been a huge step forward.

The next Volvo Ocean Race will start in 2011. Our ambition is to grow the return on investment for sponsors significantly

by reducing the cost for participating teams and increasing the media impact through a focused effort on new media and social networking.

The Volvo Ocean Race is one of the true human adventures left on our planet. Welcome and enjoy the spirit!

Knut FrostadCEO, Volvo Ocean Race

PHOTOS: BBC; Sally COlliSOn/PUMa OCean RaCing; DelTa llOyD; RiCk DePPe/PUMa OCean RaCingOSkaR kiHlBORg/eRiCSSOn RaCing TeaM, VOlVO OCean RaCe; JeRRy kiRBy/PUMa OCean RaCingDaVe kneale/VOlVO OCean RaCe; gUSTaV MORin/eRiCSSOn RaCing TeaMMaRia MUina/eqUiPO TelefÓniCa; MiCHaela ReHle/ReUTeRS; BizUayeHU TeSfayeRiCk TOMlinSOn/VOlVO OCean RaCe; TelefÓniCa BlaCk; iSTOCkPHOTO

Few sports can match the Volvo Ocean Race for thrilling competition, global, multi-channel exposure and unrivalled return on investment.The world’s premier ocean race is an odyssey of unimaginable highs and desperate lows played out on a world-wide stage over a period of nine months.

The event embraces key cultural and economic regions across the globe as well as taking in iconic sea-faring landmarks like Cape Horn.

In the 2008-09 Race, the event continued the

process of broadening its geographical and cultural reach by circumnavigating the territorial waters of Asia.

Established in 1973 as The Whitbread Round the World Race, this sailing marathon has grown from Corinthian roots to become the leading offshore event on the international circuit.

In 2008-09, the event brought a raft of new competitive and commercial challenges and opportunities by venturing into Asian territories for the first time.

therace

It is a 37,000 nautical mile, nine-month endurance test on the most technically-advanced ocean racing yachts known to man and in the most hostile oceans on the planet.

The Volvo Ocean Race is a unique blend of international sporting competition, corporate brand-building and communication, business-to-business networking and consumer engagement.

Most, of all, it’s an unforgettable experience for all.

• The world’s most prestigious offshore Race visiting five continents

• Marathon through the world’s most hostile oceans• 36 years of history• World class professional sportsmen• 15-metre seas, equal to the height of five shipping

containers stacked• Gusts of up to 65 knots, which is equal to 120kph

Top speed of a Volvo Open 70 over 37,000nm is 72kph

Top speed of Usain Bolt over 100 metres is 44kph

1.619 BILLIONCumulative readership from

13,038 articles(Source: SMS end of Race Report)

1.327 BILLIONCumulative TV audience from 11,057 broadcasts

(Source: SMS end of Race Report)

1.168 BILLIONCumulative radio audience from

nearly 1,500 broadcasts(Source: World Sports Communications Report)

89,596,892Cumulative web audience

(visits) from all Volvo Ocean Race online properties

(Source: google analytics, VeMUk)

54.2 MILLION USD*Average media value (TV and print) for

each team’s main sponsor*This figure represents the top seven teams

(Source: SMS end of Race Report)

10 MILLIONMobile page views delivered to

over five million visits. Every second of the Race somebody was hitting

the server(Source: SMS end of Race Report)

3,879,362Total footfall, 35% increase in

comparison with the 2005-06 edition(Source: Stopover organisations)

221,768Registered players from more than 180

countries in the Official Game(Source: google analytics)

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extreMecOMpetItION

After an arduous nine-month marathon for the Volvo Open 70s and their crews, which saw them cross four of the world’s oceans and visit 10 ports, the international crew onboard Ericsson 4 captured the overall prize – the Fighting Finish Trophy.

This edition of the race saw tighter racing than ever before, with the top four boats vying for the podium positions until the last stages of the Race. The world 24-hour monohull record was again broken by a Volvo Open 70 to underline its status as the fastest ocean-going racing yacht on the planet.

The competiveness of the teams and their state-of-the-art machines was never more evident than when the top five contenders arrived in Singapore. After 2,206 nautical miles and nine days, they were only two hours 45 mins apart, with two mins 27 sec between second and fourth place.

The close combat among the teams provided enormous excitement and significant media exposure for sponsors. For the fans, the intensity of the action was compelling.

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To win this is huge for me. This is a dream I have had since I was a little boy. It is something I have worked towards since I was 10 years old. This is my Olympic gold, this is my Mount Everest.

Mike SandersonWinner of the Volvo Ocean Race 2005-06

«

»

1993-94 Intrum Justitia leg four 428nm

1997-98 Silk Cut leg two 449nm

2001-02 illbruck leg seven 484nm

2005-06 ABN AMRO TWO leg two 562.96nm

2008-09 Ericsson 4 leg one 596.6nm

knOTSAVERAGE SpEEd

17.8

18.7

20.1

23.5

24.9

Close RacingLEg THREE (COCHIN-SINgApORE) TOp FOuR BOATS WITHIN 19 MINS 26 SEC

LEg SIx (RIO-BOSTON) TOp THREE BOATS WITHIN 17 MINS 52 SEC

LEg SEVEN (BOSTON-gALWAy) 22 MINS 29 SEC BETWEEN 2ND/4TH

LEg EIgHT (gALWAy-MARSTRAND) LESS THAN 1 MIN BETWEEN 2ND/3RD AND 5TH/6TH

LEg NINE (MARSTRAND-STOCKHOLM) 90 SEC BETWEEN 1ST/2ND

ERICSSON 3 FINISH TIME:

9 DAyS 5 HOuRS9 MINS 48 SEC

ERICSSON 4 FINISH TIME: 9 DAyS 5 HOuRS10 MINS 28 SEC

1MIn47 SEC

40SEC 16 MInS 39 SEC

TELEFóNICA BLuE FINISH TIME:

9 DAyS 4 HOuRS51 MINS 22 SEC

9 D

AyS

4 H

Ou

RS

50

MIN

S

9 D

AyS

4 H

Ou

RS

55

MIN

S

9 D

AyS

5 H

Ou

RS

9 D

AyS

5 H

Ou

RS

05

MIN

S

9 D

AyS

5 H

Ou

RS

10

MIN

S

9 D

AyS

5 H

Ou

RS

15

MIN

S

(Below) leg three, Cochin to Singapore finish positions after 1,950 nautical miles. (Right) comparisons with other close finishes in the 2008-09 Race

puMA FINISH TIME: 9 DAyS 5 HOuRS

8 MINS 1 SEC

24-Hour Records

The Volvo Ocean Race is at the forefront of taking professional yacht racing to uncharted waters – and new frontiers.

A ground-breaking decision to extend the boundaries of the 2008-09 event to Asia for the very first time, enabled the Volvo Ocean Race to provide unrivalled global penetration for professional sailing.

By the extending the boundaries of the race, exciting challenges and opportunities – both competitive and commercial – were created.

Showcasing the world’s elite sailors and the world’s fastest monohull – the Volvo

Open 70 – at Race stopovers in the new territories took the appeal and fascination of the race to unprecedented levels.

The foray into Asia attracted a number of major brands to the Race. It also significantly increased the event’s global media footprint.

In 2011-12 the Race will continue to build upon those foundations and provide a global stage for syndicates and commercial partners.

These initiatives have reinforced the event’s status as the world’s premier ocean race and a truly global sponsorship platform. The eyes of the world are upon us.

• Footfall increase of 35% on 2005-06 Race• Footfall India: 811,677• Footfall China: 363,700• peak day crowd India: 107,287 (07/12/08)

• Media accreditation China: 420 journalists from eight countries

• 604 million TV viewers in China

trULy gLOBaLterrItOrIeS

vitalstats

trULy gLOBaLSaILOrS

anTigUa

aRgenTina

aUSTRalia

aUSTRia

BelgiUM

BRazil

CanaDa

CHina

DenMaRk

finlanD

fRanCe

geRMany

gReaT BRiTain

iRelanD

iTaly

THe neTHeRlanDS

neW zealanD

nORWay

RUSSia

SOUTH afRiCa

SPain

SWeDen

UkRaine

USa

• There have been sailors from 24 nations competing in the last two races. The most unusual of these were China, Ukraine, Belgium and Russia

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• Olympic Medallists in the 2008-09 Race

12 7

5

SpONSOrShIp

A successful Volvo Ocean Race team is a blend of sailing talent, marketing savvy and business acumen. A typical Volvo Ocean Race team has a title sponsor contributing between 60 and 70% of the total campaign budget with the remaining 30-40% provided by sub-sponsors.

Historically there have been a number of successful consortiums sponsoring entries usually as equal investors. The business-to-business opportunities provided by the consortium add greatly to the overall sponsorship return. Typically teams have recorded up to 300%

media return on their investment and found that recall of team sponsors among those following the race increases on average three-fold between the beginning and the end of the race.

The marketing department of a team liaises closely with the sponsors, campaign heads and race organisation to activate the sponsorship property and maximise the return on investment.

Recognising that the strength and value of the event lies in the profile of its brand associations,

the race organisation works closely with prospective teams and sponsors to bring campaigns to fruition.

The most tangible benefit of title sponsorship is the dominant branding on the boat and team assets as well as naming rights for the campaign.

In addition to the value from global media exposure, the inspirational elements of the Volvo Ocean Race provide emotional associations for partners to leverage to enhance their brand equity.

• 200-300% – typical return on investment for syndicate sponsors

Source: Connexus Precision

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Volvo Ocean Race partnership

packages are designed to create an

unrivalled opportunity for Race partners to proactively promote their brand and business on an international platform. partners can leverage and enhance their own brand equity in a stimulating sporting environment. The extensive media exposure the

Race generates provides a means of reaching a global audience across several communications channels.

As a marketing and hospitality platform the event guarantees unparalleled corporate entertainment opportunities and a proven mechanism for creating successful internal engagement programmes. Wallenius Wilhelmsen Logistics

used the integrated event logo in all advertising and its clothing range

partNerShIpS

Race sponsorship is available for partners, sponsors and suppliers. Each is entitled to a broad package of rights and benefits including:

• Category exclusivity – for example Official Technology partner• promotional signage sites in Race Village, on pontoon, press conference

and prizegiving backdrops• Inclusion in all Volvo Ocean Race created media production and royalty-free

access to images and other media content• Branding and editorial in official online and printed materials• Integrated Volvo Ocean Race logo for use in advertising and merchandise • Global media profile• Access to media studios and senior personnel • Hospitality places onboard Volvo Open 70s • Guided tours of the Race boats and Village • Access to on-water premium viewing area for

in-port race • prizegiving tickets

Delivering factory to dealer solutions for our customers has an impact on the environment. As a leader in our industry, we are committed to finding ways to reduce emissions to air, sea and land. Our performance is already significantly ahead of government regulations. E/S Orcelle represents our ambition for a zero emissions vessel, harnessing the power of the sun, the wind and the ocean. When it comes to environmental impact, zero is the WWL ambition.

To find out more, visit our website at: www.2wglobal.com

ZeroambitionFrom low emissions to no emissions

E/S OrcEllE rEprESEntS WWl’S

ambitiOn fOr a zErO EmiSSiOnS vESSEl

UtILISatION

The green Dragon campaign was a collaborative effort between Irish and Chinese backers. Tourism and business were the winners.

Entrepreneurial spirit underpinned the Team Russia entry. The campaign was backed by St petersburg businessman Oleg Zherebtsov who took an active role as bowman.

Telefónica’s two-boat assault on the race enabled the Spanish telecommunications company to engage with customers and markets on a global scale.

Success on the race track and off for Ericsson. As a brand awareness exercise, and as an environment for global B2B activity and technology showcasing, the Volvo Ocean Race delivered.

Delta Lloyd group, the full financial service provider, a long-time supporter of the Dutch Olympic sailing squad, used the race to extend its commitment to the sport and to gain brand exposure on a global stage.

puMA’s entry in the Volvo Ocean Race as competitor and a global consumer platform for the company’s sport lifestyle range as official clothing supplier, was highly successful.

MarKetINg B2B

The Volvo Ocean Race offers unique opportunities as a platform for delivering on a wide range of strategic business objectives whilst making real and measurable impact on the bottom line.

The combination of the Race Village hospitality environment and an in-port race series, which provides total engagement, the event is a unique client-entertainment and networking environment.

Experiential opportunities are also provided by the pro-am and in-port racing series aboard a Volvo Open 70 – the world’s fastest and most-advanced racing monohull. Race and team sponsors have access to a Volvo Open 70 for corporate sailing days, tours and media activities at selected stopover ports.

The Race’s marketing programmes are designed to take companies to the heart of business and government through a large and varied sponsor community.

The Race’s expansion into Asia has strengthened its position as a desirable sponsorship proposition for global brands exploring new markets.

Research shows that 60% of the Race’s closest followers occupy senior managerial positions and 37% of those aware of the race are categorised as ABC1.

And through a commitment to providing networking opportunities, the Race is a perfect business-to-business environment.

vitalstats

• 16,000 visitors were involved in corporate activities in the Stockholm Race Village, at least 2,300 of them were enjoying hospitality programmes

• Ericsson had over 5,600 customers visiting around the globe

• In total over 1,000 activities were held in pavilions during the Race, including 175 customer groups, 154 seminars, 198 demo sessions, 296 hospitality activities and 13 executive level roundtables

The growth in spectator appeal of the Volvo Ocean Race is amply illustrated by the 35% increase in footfall figures relative to the 2005-06 Race.

A typical Race Village features state-of-the-art hospitality and consumer engagement facilities as well as an array of interactive zones, which offer the public a chance to put themselves in the deck shoes and the mindset of the crews onboard a Volvo Open 70.

Race Villages cater for syndicate and sponsor needs and embrace the culture and customs

of the countries the Race visits. A number of civic ceremonies and public events also bring significant economic gain to the region and brand awareness opportunities for syndicates and sponsors.

Besides underlining that the Race is a major attraction in port stopovers, the huge number of spectators drawn to the event represents an excellent customer relationship marketing opportunity for sponsors and syndicates.

The key to the Race’s consumer connection is access to the stars of the show – the sailors.

MarKetINgB2c

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Footfall table by stopoverSource: Stopover Organisations

Stopover Footfall peak number date Event

Alicante 937,000 68,400 5 October pro-am day

Cape Town 198,015 n/a

Cochin 811,677 107,287 7 December Mid-stopover

Singapore 40,000 6,500 18 Jaunary Leg five start

Qingdao 363,700 49,600 14 February Leg five start

Rio 85,470 18,350 4 April In-port race

Boston 178,500 31,000 9 May In-port race

galway 420,000 62,000 29 May In-port race

Marstrand 48,000 20,000 14 June Leg nine start

Stockholm 737,000 160,000 23 June Mid-stopover

St petersburg 60,000 n/a

Total 3,879,362

• A new record for pUMA sales. pUMA

City, on a single day in Boston, topped

daily sales in excess of any pUMA store

worldwide

After thousands of miles raced, visitors to the port stopovers are treated to a nail-biting finale. Through the in-port racing series, spectators can witness the power, speed and tactical prowess of man and machine.

That is a money-can’t-buy experience for consumers and sponsors alike.

An interactive Race Experience was pride of place in the Race Villages. The public could find out about life onboard a Volvo Open 70 in the adrenaline-filled simulator, test their strength on the grinding challenge, learn about the history of the Race and race mini Volvo Open 70s.

The Race Villages also hosted a number

of live concerts, performing art

displays and food festivals, which enticed

and entertained the crowds.

The Volvo Ocean Race is unique among global sports in the access it affords to public and sponsors to the competitors and their boats. Commercial partners in particular use this connectivity to leverage consumer and business-to-business relationships in their hospitality programmes.

The focal point for hospitality activity is the Race Village in each port stopover. Set in a dockside environment with the Volvo Open 70s as a backdrop, the hospitality opportunities are endless.

They range from conferences, seminars and entertainment events, which allow quality networking time with clients and customers, to

more informal, family-orientated gatherings. The scope and extent of entertainment opportunities can be tailored to suit corporate needs and objectives.

Corporate entertainment offers access to each Race Village, either in facilities constructed by the port stopover team and race organisers or team and sponsor hospitality structures located within the waterfront area.

The Race Village is alive with activity and laced with local colour and culture. Clients and customers can immerse themselves in the events programme and monitor the progress of the shore crews as they prepare their boats for the next stage of battle.

MarKetINg hOSpItaLIty

This kind of intimate access is rare in

international sports, but has been an integral part

of the Volvo Ocean Race’s hospitality offering.

The close contact between sponsors and competitors provides

a means of impressing key clients and targeted prospects.

prizegiving ceremonies also enable sponsors to engage with clients in a more formal setting. Traditionally, prizegiving events are held at city landmark venues such as arts centres, entertain-ment complexes and convention centres.

A ticket to the Volvo Ocean Race

official prizegiving event is considered the must-have

ticket in town.

On the water, there is the opportunity for corporate guests to take in the action of an in-port race or leg start on board a flotilla of chartered hospitality vessels.

Add to that the rare opportunity to sail onboard a thoroughbred racing yacht alongside the best offshore sailors in the world in pro-am or in-port competition, the hospitality experience is truly memorable.

Hospitality figures for one sponsor in Asia: 1,990 guests (474 in Cochin, 623 in Singapore, 893 in Qingdao)Source: Volvo group and Volvo Cars

prizegiving attendance 6,090• Cape Town: 485• Cochin: 446• Singapore: 658• Qingdao: 611• Rio: 517• Boston: 588• Galway: 647• Marstrand: 449• Stockholm: 610• St petersburg: 1079

750 guests have competed in pro-am and in-port racing

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The daily average footfall through the Race Village was 24,399 people, which is over the capacity of Madison Square Garden for a new York knicks basketball game Source: VeMUk

MarKetINgBraNDINg

The human face of corporate branding is on display in Race Villages throughout the event

Volvo and Ericsson made their presence

felt in the crowded Race Village in Qingdao

Il mostro (the monster) leaves its mark on

Copacabana Beach, Rio

The Volvo Ocean Race theme adorns a skyscraper in Qingdao

The corporate colours of Telefónica, the Spanish telecommunications brand, was carried around the oceans of the world aboard a Volvo Open 70

MarKetINgaDvertISINg

Helly HansenHelly Hansen utilised its involvement with the Ericsson Racing Team through international sailing specific media

Inmarsatpublished in the Maritime sector press, including Lloyds List and Digital Ship. Inmarsat ran the Volvo Ocean Race logo with all their non-race advertising of their products throughout the race period in many publications

Time MagazineVolvo Car Corporation placed Volvo Ocean Race adverts and features in the prestigious titles of Time, National geographic and Newsweek

delta Lloyd BillboardThe billboard was positioned on one of the busiest traffic intersections in Amsterdam, with an audience of more than 3.5 million over a two-week period

Volvo Car TV AdvertBroadcast in the uK on Channel 4, C4+1, Sky Sports 1, 2, 3 and Extra, in Russia on 7TV and NTV plus, in Singapore on Mediacorp owned channels and in Italy on LA 7 Carta +

Ericsson TV AdvertEricsson placed adverts relating to their Volvo Ocean Race entry on CNN International, which has approximately 240 million viewers worldwide

MarKetINgcOrpOrate reSpONSIBILIty

The scouts project saw just under 3000 scouts visit the Volvo Ocean Race Village as it moved around the globe. The young people all had a chance to meet the sailors of the race and ask them about their adventures and lives at sea. The aim of the scheme was to hightlight the Scout’s and Volvo’s shared values in leadership, teamwork and environment.

The scouts invited high profile guests to the ports, including King Carl xVI gustaf of Sweden, prince Carl phillip of Sweden, the Executive Director of uNEp, Achim Steiner, the Minister of Education in Saudi Arabia, prince Faisal bin Abdullah of Saudi Arabia and Lars Kolind, Chairman of the Board of the World Scout Foundation.

So far Euros 54,512 have been raised by the Volvo Ocean Race Virtual gamers throughout the nine months of the Race. Every time the avid online players bought a new sail or navigational aid, a proportion of the money went to the Save the Albatross fund. Associated Organisations (2008-09)

• Bird Life• RSpB• Sail for the whale• UnEp• Village Banking

I N T E R N A T I O N A LBirdLife

ecONOMIcIMpact

Over 64% of the 1,256 spectators that were interviewed by Deloitte while visiting the Race Village in any of the four* cities, had no previous active interest in sailing illustrating that the Race is successfully broadening its fan base.

An overwhelming 98.44% of the 321 local spectators interviewed thought that hosting the Race was a good thing for their cities, and over 85% agreed that hosting the event made them feel more positively about their cities.

A high precentage (76%) of the 455 international spectators were more likely to return to the hosting cities after that visit.

The start port of Alicante was an outstanding success with a total economic impact of Euros 89.2m (uSD131m). Alicante’s results have been compared with other short duration events by Deloitte. The direct impact is considerably higher than many ‘household name’ events such as the Open golf Championship and the uEFA Cup Final, and very close to that of the Australian Tennis Open.

galway, meanwhile, generated a total economic impact of Euros 55.8m, 30% higher than initial projections and the highest of any stopover outside of the start port of Alicante.

• Euros 89.2m (USd131m) – total economic impact for Alicante, an increase of 46% over the previous start port of Galicia

• 5,000 corporate visitors from teams and sponsors in Alicante

• 85% hotel occupancy rates in Alicante

• Euros 20m direct impact in Singapore (total economic impact Euros 33m) – more than the UEFA Cup Final in Scotland in 2007 (Euros 18m)

• Euros 55.8m total impact in Galway – 30% above initial projections

• Euros 1,000 expenditure per head for international visitors in Stockholm

• Over 200,000 visitor bed-nights associated with the event*Source: Deloitte. (Only Alicante, Singapore, galway and Stockholm were evaluated)

The Volvo Ocean Race provides an ideal environment for education and youth-orientated programmes. At the race start in Alicante for instance, 11,000 schoolchildren visited the Race Village and took part in model-boat making and other activities while taking the time to tour the Race Experience Centre. galway had an Ocean Adventure schools programme, which was designed to promote the sport of sailing within Ireland. Over 16,000 youngsters took part with the Race being added to classroom activity in a number of schools. Subjects included weather, geography water safety and maritime history. The Race also helps to groom the ocean sailors of tomorrow through its sponsorship and support of the annual Volvo youth Sailing ISAF World Championships. This year’s event in Buzios, Brazil featured over 280 young sailors from 59 nations. past winners have gone on to become some of the biggest names in sailing including three- time America’s Cup winning skipper Russell Coutts and triple-Olympic gold medallist Ben Ainslie.

The championships are the pinnacle of worldwide youth sailing and assist young sailors with the development of their sailing careers whether it is focusing on inshore Olympic dreams or the offshore challenges of the Volvo Ocean Race.

As for the young families of the Race crews, they are catered for with a dedicated race school in each stopover port.

KIDSONBOarD

global children’s Volvo Open 70 art competition Kids Q & A with the sailors at the Singapore stopover village

Volvo Ocean Race is the title sponsor of the Volvo youth Sailing ISAF World Championships

MeDIaMeDIa reach

There were 2,631 accredited media from 47 countries

• newspaper – 636• TV – 632• Magazine – 517• Online and mobile sites – 215• Radio – 147• Freelance – 135• news Agency – 133• photo agency – 109• pR – 107

This is not a reality TV show, this is reality. Knut Frostad« »

The Volvo Ocean Race has maximised its media reach by adopting a multi-channel communications strategy.

The myriad of storylines that the Volvo Ocean race conjures up – human endeavour, technology and nature – are reflected in the extensive television, print, online, audio and mobile coverage generated throughout the Race cycle of the 2008-09 edition.

Stories about the crews’ ongoing battle against the forces of nature are featured in

weekly television programming and news bulletins. Mass circulation newspapers, sailing and lifestyle magazines and online outlets also devote tens of thousands of column inches, video and audio hours to the Race.

Online communications, such as multi-lingual official websites, .tv and the mobile channel, enabled engagement with both hard-core sailing fans and those new to the sport. By plugging into the social media networks like Facebook and Twitter, the Race reached

millions of hearts and minds the world over.

port stopovers attracted over 2,600 media accreditations from 47 countries and provided an unparalleled experiential programme for journalists.

Since brand awareness and message delivery through media coverage are central to the Race stakeholder objectives, the media results, dotted throughout the media section, make compelling reading.

1973-2009:media milestones

1973-74, 1977-78, 1981-82, 1985-86

�•��Only�HF�(High�Frequency)�Radio�Telephone onboard•��Teams�reported�in�once�a

week to portishead Radio Station then transferred to Race HQ

2005-06

•��First�mobile�platform•�First�video�conferencing•��Integration�of�YouTube�as�an

online video distribution outlet•��Data�speed�off�yachts�–�128kbps

1989-90

�•��Argos�satellite�tracking system•��First�TV�footage�from�

yachts, microwaved off at key points close to land

2008-09

•��First�HD�TV�footage�and�teleconferencing off the yachts •�First�official�Race�Game•�Expanded�online�platform•�First�iPhone�App•�First�dedicated�Media�Crew�Member•�Data�speed�off�yachts�–�492kbps

2001-02

•��Two�telephone�lines�onboard•��Online�content�broadened

to include a global ocean adventure programme for schools

•��Data�speed�off�yachts�–�64kbps

1997-98

•��First�videos,�emails�and�digital cameras onboard•��First�media�desk�and�event

website, the biggest single event sports site in the world •�First�fixed�cameras�onboard�•��Two�Inmarsat�C�and�one�Inmarsat�B�satellite�dishes•�Data�speed�off�yachts�–�64kbps

412 executive media guests were hosted by the Volvo Ocean Race, Teams and Sponsors from 29 countries

1993-94

•��First�text�off�yachts�via�Sat�Com�C�•��First�grainy�images�off�the�yachts

were developed onboard, scanned and sent•��First�satellite�communications

via phone•��Fax�polling�provided�information�to�the�outside�world•�Data�speed�off�yachts�–�9.6kbps

vitalstats

MeDIateLevISION

For the 2008-09 Race, two initiatives brought significant penetration of the global television market: the switch to High Definition programming and the introduction of an embedded reporter on each boat – the Media Crew Member.

Furthermore, with the Race’s presence in new regions, such as Asia, broadcast coverage touched a significantly wider global audience. The 2008-09 Race attracted a cumulative audience of 1.3 billion, with over 3,300 hours of coverage being aired from 11,057 broadcasts in 46 different territories.

Besides the dramatic tales of life onboard that were distributed each week, news coverage was seen in 200 countries. That resulted in a television media value for Volvo alone of uSD107m.

The breadth of broadcast penetration elevated the Volvo Ocean Race to the top 20 in global sports events.

vitalstats• 11,057 broadcasts,

from 46 different countries provided over 3,386 hours of coverage and a cumulative audience of 1.327 billion

• 400 news outlets from 62 different countries downloaded a total of 10,463 video news clips

(Source: SMS end of Race Report)

As a snapshot, global broadcasters include�•�Eurosport�(Pan-European)•�ESPN/Star�(Pan-Asia)•�CCTV�(China)•�ATV�(Hong�Kong)•�Channel�4�and�Sky�Sports�(UK)•�TVE�(Spain)•�Canal�Plus�(France)•�LA7�(Italy)•�TV4�(Sweden)•�RTL�(Netherlands)•�DSF�(Germany)•�7TV�(Russia)•�Fox�Sports�(Australia)•�M-Net/Supersport�(South�Africa)•�TV�Bandeirantes�(Brazil)•�PBS�(USA)

MeDIaprINt, raDIO& phOtOgraphy

Stories about the crews’ ongoing battle against the forces of nature were featured in publications ranging from mass-circulation newspapers and lifestyle magazines to specialist titles with niche readerships.

The Race generated 13,038 press cuttings in 15 monitored territories, providing a cumulative circulation of 606 million, a 104% increase on the 2005-06 Race.

Audio partner, World Sports Communications, delivered daily news reports, interviews, features and weekly podcasts in English, Spanish, French and portuguese.

Through a partnership with global distribution agency onEdition, race imagery reached 5,000 picture desks around the world.

The top seven teams in the 2008-09 Race averaged a media value of uSD54.2m, with each team averaging over 1,200 hours of TV exposure and more than 12,500 mentions in printed media.

• Cumulative print circulation of 606.7 million• 13,038 print articles• Cumulative radio audience of 1,168.86 million• 4473 images sent to publications• 103 countries, over 3,000 registered users• Over 160,000 image downloads• 30,202 total number of online articles • 101 countries published online articles • 3181 online sites carrying stories on the Race

vitalstats

mediaonline

The Volvo Ocean Race delivered an unparalleled multimedia experience – from official multilingual websites to a dedicated broadband TV channel, mobile capability and online sailing game.

The internet was at the heart of the Race’s media convergence and was critical to the multi-channel communications approach.

For the 2008-09 Race, as well as English, there were official Race sites in Spanish, Chinese and Russian as a reflection of the event’s enlarged territorial footprint. Languages will be added in line with demand.

The rich content included detailed analysis, news and features from an experienced editorial team, which was complemented by video, audio and image galleries.

A vast quantity of contributions from the crews while at sea was orchestrated by the Media Crew Members. For the aficionados in race time, the site housed a comprehensive Data Centre, Virtual Spectator and 2D Race trackers, which used real time telemetry from the fleet.

Meanwhile, the .tv channel carried news and features as well as archive footage from races past. It also broadcast live streaming of in-port racing and leg starts.

The Volvo Ocean Race fully embraced the changing fabric of the modern media landscape to deliver a new level of online experience for fans and stakeholders.

VolvoOceanRace.tv

Over 89 million online visits

• 1,199,892 unique visitors to www.volvooceanrace.tv

• 2,269,008 visits that registered 8,479,593 page views (3.74 pages per visit)

• English, Spanish, Russian and Chinese sites received 23,855,785 visits, a 27.5% increase on the 2005-06 Race

• 4,060,928 unique visitors, a 15.7% increase on 2005-06

• The biggest single day (Monday, 15 June, leg nine) drew 200,351 visits to the four sites

• Daily average during Race legs was 125,256 visits

• 95,352 was the highest number of unique visitors

• 10,147,842 total visits to all race viewers

Visitor Loyalty• 83.62% of the audience visited the

site more than once• 63.27% of the audience visited the

site more than nine times

Over one million users visited the site more than 100 timesSource: Google Analytics

Visits – top 10 countries3.6 bRaziL

3.6 CanaDa

6.9 gERMany

3.8 iRELanD

3.1 iTaLy

13.1 nEThERLanDS

7.2 Spain

13.2 SwEDEn

5.5 uk

13.1 uSa

26.9 OThER

ViSiTS: TOp 10 COunTRiES

• 7,315,365 visits

mediaonline

The game• The Volvo Ocean Race Virtual

game was a runaway success with 221,768 players from over 180 countries

• 47,511,058 visits were recorded, the busiest being Monday, 16 February (just after the start of leg five) with 399,244 visits

google Earth The service received a total of 219,773 visits from 111,930 unique visitors, who accessed 81,810 news stories, 89,483 videos and 19,735 podcasts

youTube additionally, videos on the Volvo Ocean Race youTube site received 1,060,973 views from 449 videos peaking in november during leg two when a number of speed and breakages videos were uploaded

nO

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DEC

08

Jan

09

FEb

09

Ma

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9

apR

09

May

09

CuMuLaTiVE hiTS pER MOnTh

OCT

08

Jun

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phOnE CLiEnT

iphOnE

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

nO

V 08

DEC

08

Jan

09

FEb

09

Ma

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9

apR

09

May

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TOTaL hiTS pER MOnTh

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1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

• Over 16,000 i-phone application installs were completed

221,768registered players

7,820 bRaziL

50,151 FRanCE

4,550 iRELanD

9,508 iTaLy

14,696 nEThERLanDS

6,046 pORTugaL

29,209 Spain

10,831 SwEDEn

17,972 uk

14,224 uSa

56,761 REST OF wORLD

TOp 10 Sign up COunTRiES

Mobile The Race mobile channel delivered over five million visits and 10 million page views – an increase of 2.5 times traffic of the 2005-06 RaceSource: Ericsson

The introduction of an embedded reporter on each boat – the Media Crew Member (MCM) – has given the world a unique insight into the life of a Volvo Ocean Race sailor.

Both the work of the MCM and the delivery of HD programming benefited from the launch in 2008 of Inmarsat’s FleetBroadband, manufactured by Thrane & Thrane, providing high-speed satellite connectivity all over the world’s oceans.

The MCMs had a perfect vantage point to capture the trials and tribulations of the teams on the race, through the heavy Southern Ocean extremes to the lows of the Doldrums. Their mission was to be a fly on the wall documentarian, providing a 24/7 news feed of media from the yachts,

through HD video, audio, photography or words to the outside world.

Through their introduction, the world has been able to see offshore racing as never before and given sponsors a wealth of material to use, as well as their man on the inside.

PUMA’s Rick Deppe took the overall prize of the Inmarsat Media Award for the Volvo Ocean Race 2008-09.

media Crew member

Total media from the Volvo Open 70s

Total Race ERT3 ERT4 TELa TELn kOSa iLMO DLyD gDRa

photos 662 505 688 450 402 819 938 924

Video Clips (seconds) 24655 24902 24740 22432 10034 26611 17283 22801

audio Clips 59 11 11 76 91 29 15 40

press emails 128 98 203 88 46 138 54 95

Total emails sent 1306 601 1980 425 451 2883 1589 2601

Total emails received 3609 2373 3454 1630 738 5586 2430 4738

vitalstats

media Crew member

Although the role of the Media Crew Member as an embedded reporter was identical on all racing yachts, the way in which their unique position was utilised could be very different. Sander Pluijm onboard Delta Lloyd focused on his documentary series from day one, whilst Ericsson 3’s Gustav Morin brought the Race to life for the Ericssonemployees.

Sander Pluijm produced a 13-episode reality series for Holland’s RTL (left) which was shown at 18:30 both Saturday and Sunday nights after the finish of the race. The audience was over 400,000.

Pluijm produced the series for the non-sailing audience. He also focused heavily on his daily blog (below) and his news updates, which featured in Dutch newspapers and websites.

I was very impressed with this series. For the first time a boatrace was filmed from

the inside. Because the maker was one of the guys, we – the viewers – were sitting in the

front seat and experienced all the emotions, hard work and fun of the crew. Reality TV of

the highest level!

Peter LubbersProgram Director, RTL 7

«

»

Gustav Morin documented the lives of the Ericsson Racing Nordic Team keeping the Ericsson employees in the thick of it, with dramatic videos, blogs and images.

Ericsson capitalised on it’s ‘insider’ perspective by producing packages for its staff intranet (below, right), custom footage for its technological displays in their high-tech pavilion and customised TV adverts linking the Race with its core values.

Morin had a regular feature in Sweden’s Dagens Nyheter (below left) using his daily blogs and images both in print and online articles.

mediaeXPerienTial

Double Olympic gold Medallist, Shirley Robertson is the presenter of Cnn Mainsail, which is aired on Cnn international with an estimated 240 million viewership.

The series ran regular features and news on the race, but as a conclusion to the coverage, Robertson sailed from Stockholm to St. Petersburg with Ericsson 4.

As a journalist, this experience offered a unique insight into the level of professionalism required to win this epic race. For the viewers it was an opportunity to enter the sailor’s world, to get to know the characters, to appreciate the magnitude of the Race and for us that made the show one of our most memorable.

pedro Sardina is the sailing correspondent of the Spanish newspaper abC.

I was offered the chance to sail in on a Volvo Open 70. It was on Telefónica Blue, one of the Spanish boats for the in-port racing. It was the most wonderful experience of my career as a journalist.

««

» »

Sailing Correspondent for The new york Times, Chris Museler, sailed onboard Ericsson 4 for the first hour and a half of leg seven from boston to galway, after which he jumped off the back of the boat and was picked up by a media support crew.

He updated the readers of The New York Times regularly during the race and also wrote and filmed lifestyle features for magazines and sports websites.

Flip through the pages of the world’s top newspapers and magazines and you will notice one critical element missing from their sports writing: experience. Being on board Ericsson 4 for the start of leg seven allowed me to put the world in that race and show readers the tension and energy the sailors exude. That is what good journalism is all about and unique in the world of sports writing.

«

»The Volvo Ocean Race is one of the only sporting events which gives media privileged access to the racing, allowing the media to compete onboard a Volvo Open 70 in race conditions alongside the professional race crews. Journalists could sail in the in-port and pro-am racing and could participate in shorter legs and race starts.

Over 200 media guests worldwide received the money-can’t-buy opportunity of sailing onboard a Volvo Open 70, which generated extensive coverage for the Race and the teams.

medialiFeSTYle

Five months before the start of the Volvo Ocean Race 2008-09, PUMA had its new racing boat christened ‘il mostro’ by Oscar-nominated actress Salma Hayek.

114 media from 28 countries attended the event, from lifestyle magazines, GQ and Hello magazine through to sports titles Men’s Fitness and Sportmagazinet Dagbladet, with a record-setting 57 international editors flying in.

mediaHUman drama In an event in which the

competitors battle against some of the toughest conditions known to man, the result can often be broken boats, broken bodies and broken dreams. The story of how the crew members deal with adversity makes for compelling drama. The grounding of Telefónica Blue on a rock, not once but twice, and the brutal weather of leg two which resulted in a broken boom on Green Dragon, are a few examples…

mediaTHe CHaraCTerS

The Volvo Ocean Race is the pinnacle of global offshore fully-crewed racing, generating excitement and news in the sailing world for over 36 years. This race has it heroes, men like France’s Sidney Gavignet …

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cape townround th

Louay Habib visited Cape Town during the Volvo Ocean Racestopover and found a vibrant city that is well worth a visit.

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nhe

Left: The Green Dragonsailing into the bay ofCape Town, with TableMountain in the back-ground. Photo by DavidBranigan/GreenDragon-Racing.commedia

bUSineSSThe Volvo Ocean Race provides strong business and sponsorship stories. Those stories, carried by global business media outlets, featured the international companies and brands who were involved in the Race. News and features focused on sponsorship and marketing activity and the awareness and economic return the Race delivered for both global brands and the various port stopovers around the Race route.

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an unspoiled natural beauty spot, I justwish I could take it home to the southcoast of England, so that my childrencould play there all day,” he said.

ON THE TABLEThe scenery around Cape Town is dra-matic, and there are two superb vistas,either on top of Table Mountain orafloat in Table Bay. The city nestles onthe western slopes of Table Mountain,which rises over 1,000 meters behind thecity forming a stunning backdrop. Of-ten, Table Mountain is laid with a table-cloth of dense white cloud which floatsdown towards sea level, truly mesmeric.

Escorted boat trips and private char-ter are on offer from Victoria Wharf.Table Bay extends as far as the eye can

see. Seals, dolphins and evenwhales are a common sight.Looking over the inlet backtowards land gives you amemorable view of a city cre-ated at the very edge of theAfrican continent. But to geta true perspective of the beautyof the Western Cape Peninsu-lar, sail south towards the

Cape of Good Hope.Hout Bay, which is one of the few

spots along this coast line to moor up toa dock, gained its name from early Dutchsettlers in the Cape. It literally meansWood Bay, for the timber they gatheredthere to construct the early buildings.White sandy beaches and mountainscircle the protected harbor. Here, youcan buy freshly caught fish straight fromthe trawlers or enjoy local produce fromone of many restaurants.

Near to Hout Bay is Seal Island, justoff the coast, outside the bay. The islandis home to hundreds of Cape Fur Seals,but also to that fearsome predator of thedeep, the Great White Shark, who prowlthe waters around the tiny island wait-ing for their chance.

Hout Bay is a great place to entertainchildren; activities such as pony rides ora trip to World of Birds, a home to morethan 400 species of birds and other ani-mals, including monkeys, wallabies, andreptiles.

LIVING ON THE EDGEThe scenery along the Western Cape isspectacular; a rugged and generally un-spoiled coast line of high sandstone cliffswith granite outcrops, the setting is madeall the more powerful by the notion ofbeing at the edge of the inhabited world.To the south lies the Southern Ocean,which stretches for thousands of milesuntil the Antarctic Continent. It is themost remote place on earth, put intosimple terms; an astronaut in space isnearer to a hospital than a yachtsman inthe Southern Ocean.

The western shoreline of the Cape isthe last vestige of the Atlantic Ocean;there are numerous beaches and inletsbut most are difficult to anchor in due tothe swell. However, Clifton Beach is theone exception. Under the shadow ofTable Mountain, there are four beaches.Just offshore is a clump of granite knownas the ‘lion’s paw.’ Clifton is generallydevoid of breakers but be aware, the seais a lot colder than the air temperature,as are all of the waters on the Atlanticside of the Cape.

he Volvo Ocean Race isknown as the Everest of OceanRacing, 37,000 miles aroundthe world, in the fastestmonohulls on the planet. Nowin its 10th edition, it has al-

ways visited Cape Town, and when itcomes to sailing destinations, there is nocity on Earth that can be compared to“The mother of Africa.” The metropolislies 50 kilometers from the Cape of GoodHope, one of the most well-known andfeared landmarks to seafarers, since timeimmemorial.

Ian Walker is the skipper of the Irishentry, Green Dragon, in this year’s VolvoOcean Race. Walker is an Olympic med-allist and America’s Cup sailor, and hastravelled extensively to some of the mostdesirable sailing destinations in theworld. Racing thousands of miles in the

world’s fastest monohulls isa stressful business, espe-cially for the skipper, who isultimately in charge of theentire crew, in a highly dan-gerous environment.

“The Green Dragon hadan eventful trip to CapeTown,” explained Walker.“The two-week stopover in Cape Townwas pretty hectic, repairing damage andpreparing for the next leg to Cochin inIndia. However, I must say that all of theteam really enjoyed the Cape Town ex-perience.” He said he found the localfolk to be extremely helpful, and thatwhen the team managed to get a bit oftime to unwind, they found the city andthe suburbs an excellent place to re-charge the batteries. “Probably my fa-vorite was Clifton Beach, pretty much

T

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One of the most vibrant and popularsuburbs is Camps Bay, which lies justbeyond Clifton, on the other side ofTable Mountain. The beachfront ofCamps Bay is a long stretch of white,palm tree-lined sand, and when the tideis out, there is a huge area for recreationor just lazing in the sun. The bay isrelatively calm during the summermonths, offering protection from thewind and pleasant swimming conditions.The Table Mountain cableway is onlyminutes away from Camps Bay. Theview on top is breathtaking, the cable carruns all day, weather permitting, andprobably the best time to ascend is lateafternoon or early evening, when thedipping Cape Town sun throws a magi-cal light across the city below and theAtlantic Ocean beyond.

After a trip up Table Mountain, thereis the opportunity to have a sundowneror a meal along the Camps Bay Strip. Itis a boulevard of pavement cafés, bis-tros, and restaurants reminiscent of theSouth of France. Camps Bay is cosmo-politan in character. It hums all day and,in particular, at night, when Cape Town’strendier set come out to play. One of themost popular establishments along thefamous Camps Bay beachfront is CaféCaprice, which attracts a crowd of so-phisticated young profes-sionals and a fair share ofcelebrities.

FOOD ON THE CAPEInland, the Western Capeboasts the Winelands, withStellenbosch as the capital. Itis a mountainous area of fer-tile land, planted with Euro-pean vines. To describe all of the variet-ies of wines available in the region wouldrequire a book, but it is worth pointingout that The Winelands are not onlyknown for superb white wines but red aswell. Visiting Stellenbosch is a must forwine lovers, but it is also worth pointingout that the region has beautiful scenerywhich adds to the experience of tastingsome of the best in new world wines.

A visit to Cape Town would not becomplete without a visit to Victoria andAlfred Waterfront. And, no, that isn’t anerror; when the dock was originally con-structed in Victorian times, Albert wasmistakenly called Alfred! These days,the V&A Waterfront is a dockside areafestooned with restaurants and, withoutdoubt, the biggest shopping centre inCape Town. The V&A was redevelopedwith tourism in mind; it offers hundredsof shops across three floors, under theoriginal framework of the dockside rail-way workshops. The V&A also offerssome tremendous dockside dining estab-lishments.

Probably the best steak in the V&Acan be sampled at the award-winningBelthazar Restaurant and Wine Bar, andthat is saying something, as there areplenty of other fine restaurants to choosefrom. All of the meat at Belthazar is ofexceptional quality and beautifully pre-pared. The restaurant also offers a fine

selection of salads and otherfare, but its selection of wines,coupled with the staff’sknowledge, is probably whatsets Belthazar apart from therest. If you have a big appe-tite, try a half kilogram of T-bone with a glass of 2003Tokara Red from the

Stellanbosch wine region, close your eyes,and you could well dream of being inBordeaux.

Another absolute gem of a restau-rant is tucked away inside the V&Ashopping center. If you like sushi, fish,and seafood then you will loveWilloughby’s. The restaurant has a verymodern feel to it but with a very casualatmosphere except for the service, whichis razor sharp. Willoughby’s was votedbest seafood restaurant in the V&A guide2008, and for good reason; the produceis always fresh and expertly prepared,and offers extremely good value formoney. If you enjoy sushi, try the Rain-bow Reloaded, or for fish, try the line-caught fish of the day, served in a hotcopper pan. Willoughby’s has an exten-sive wine list; try a glass of Graham BeckBrut or one of superb Sauvignon Blancsfrom the Cape such as Waterkloof, fromthe highest Shaapenburg Vineyards, justoutside Cape Town.

Cape Town has a rich history inseafaring exploration, but it is some-what of an undiscovered location formany. A weak South African rand, com-pared to a basket of currencies, makes ita very cheap location in comparison toother parts of the world. Crime is aproblem in many of the world’s cities,and there are parts of this city whichrequire caution. However, Cape Town

has a fantastic fusion of a Mediterraneanclimate with the wonderful scenery ofAfrica. It is an experience not to bemissed.

INCIDENTAL INTELLIGENCEVolvo Ocean Race Updates, news,and video from the boats during the37,000 mile race around the world areonline at www.volvooceanrace.org.V&A Waterfront in Cape Town, SouthAfrica is Cape Town’s prestigious dock-side development/Visit www.water-front.co.za for more information. The of-ficial site of Hout Bay is packed with in-formation for visitors: www.houtbay-online.com. For boat tours from V&AWaterfront, the Waterfront BoatCompany is based in the heart of theVictoria & Alfred Waterfront with eightvessels offering private charters anddaily scheduled boat trips. Contact: CraigGirdlestone at +27 (0) 21 418-0134, ormobile: +27 (0)83 675 4043, or visitwww.sa-venues.com/tour/fact-sheet/waterfront-boat-company.php. To enjoy

Table Mountain by cable car, go tothe Lower Cable Station on TafelbergRoad. The 65-passenger cable car runsfrom Tafelberg Road to the top of TableMountain. The floor rotates giving every-one a 360 degree view on the way up.Call the weatherline at (021) 424 8181, orthe office at (021) 424 0015, or visitwww.tablemountain.net for more infor-mation. Information on the Camps BayStrip and its beaches, www.campsbay.com, or call (021) 438 1800. The officialweb site of the wine lands of Cape Townwww.stellenboschtourism.co.zaprovides an interactive experience foreverything a tourist would like to knowabout the region including travel, enter-tainment, and accommodation. Theaward-winning restaurant and wine barBelthazar Restaurant and WineBar is located at the Victoria Basin, V&AWaterfront, Cape Town, South Africa,with telephone +27 21 4213753 ot 56.Willoughby & Co is at the VictoriaWharf,V&A Waterfront. Call (021) 4186115 or visit www.willoughbyandco.co.za.

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La Volvo Ocean Race es un regata de vuelta al mundo por equipos donde participan un grupo de hombres encuadrados entre los mejores de la navegación de altura. En la edición actual, estaban encuadrados en ocho equipos: Ericcson 3, Ericsson

58 deporte TexTo: Manuel de jesús

FoTos: VOlVO OCean RaCe

4, Delta Lloyd, Green Dragon, Puma, Team Russia, Telefónica Azul y Telefónica Negro (los dos últimos copatrocinados por Iberia). Todos estaban dispuestos a afrontar esta aventura que introducía novedades que aumentaban su dificultad y emoción. Por primera vez,

OchO EquIPOs sE EmbARcARON EL PAsADO mEs DE OcTubRE PARA NAvEGAR POR cINcO OcéANOs y REcALAR EN cuATRO cONTINENTEs EN uNA APAsIONANTE cIRcuNNAvEGAcIóN ALREDEDOR DEL GLObO TERRáquEO. ZARPARON DE ALIcANTE y LLEGARáN A sAN PETERsbuRGO (RusIA) A fINALEs DE

juNIO. ENTRE mEDIAs, cAsI 40.000 mILLAs NáuTIcAs DE EsfuERZO PARA vENcER EN uNA DE LAs PRuEbAs más DuRAs DE LA NAvEGAcIóN OcEáNIcA. LA GLORIA Es PARA EL GANADOR; PERO EL mERO hEchO DE

LLEGAR A PuERTO, Es TODO uN PREmIO. Así sE sIENTE y Así sE cELEbRA EN LA vOLvO OcEAN RAcE.

Los guerrerosdeL mar

VolVo ocean Race 2008-2009se disputarían 10 etapas y se recorrerían teóricamente 37.025 millas náuticas (68.570 kilómetros). También sabían que iban a navegar por nuevos mares y poner rumbo a puertos desconocidos para la vuelta al mundo. Por supuesto que ninguno de estos retos amedrentaron a estos tipos duros, pero, a día de hoy, mediada la prueba, ya se ha producido la baja por falta de financiación del Team Russia; y el Telefónica Negro y el Delta Lloyd no han podido disputar la etapa quingdao-Río de janeiro a causa de los graves daños que sufrieron sus barcos en la durísima travesía entre singapur y la ciudad china. Tras reparar, las dos tripulaciones se sumarán a la flota en el puerto carioca para completar el periplo.

La volvo Ocean Race 2008-09 partió de Alicante con destino a ciudad del cabo el pasado 11 de octubre tras celebrarse una de las siete regatas costeras programadas y que también puntúan para la clasificación final. Desde la ciudad sudafricana se dirigieron hacia el índico Norte, evitando zonas donde existe piratería, para arribar a Ko-chin (India), singapur y qingdao, ciudad china donde se disputaron las pruebas de vela durante los pasados juegos Olímpicos de Pekín. Actualmente navegan desde este puerto con destino a Río de janeiro desde donde zarparán hacia boston el 11 de abril. El 16 de mayo se dirigirán desde la ciudad americana a Galway (Irlanda). Desde este puerto zarparán hacia Gotenburgo el 6 de

junio; y, desde este punto, el 14 del mismo mes, hacia el destino final, san Petersburgo.

Los aficionados pueden seguir la regata mediante los escasos resúmenes televisados y en Internet gracias al trabajo de los media crew, tripulantes de comunicación, otra de las novedades de la edición actual. su misión es narrar y transmitir mediante texto, audio y vídeo todo lo que sucede a bordo. Este es el mejor método para participar de los retos y penurias a los que se ven some-tidos los hombres embarcados en este desafío extremo. y también para disfrutar de los buenos momentos de las tripulaciones; hace falta tener sentido del humor y

60 61

grandes dosis de convivencia para desenvolverse con soltura en este “gran hermano”. Ningún detalle se escapa a las cinco cámaras de alta definición, tres fijas y dos móviles, instaladas en cada barco.

La vida a bordo no es sencilla. En el interior de la cabina, apenas hay dos metros cuadrados por tripulante. El equipo individual es muy completo y a la vez muy escaso, ya que tienen todo lo necesario para enfrentarse a las condiciones climatológicas más duras; pero, teóri-camente, solo disponen de un cambio de indumentaria, incluso en las etapas más largas. Además, no existen depósitos de agua a bordo y la higiene se soluciona con agua marina o con agua de lluvia.

Exclusivamente se potabilizan a diario unos 50 litros de agua que sirven para beber y para cocinar la comida deshidratada con la que se confeccionan unos menús “ricos, ricos” en energía, ya que cada tripulante ingiere

un dieta de 5.000 calorías. Todas estas carencias vienen impuestas por la necesidad de reducir peso a bordo, una verdadera obsesión que hace, por ejemplo, que los mangos de los cepillos de dientes sean partidos por la mitad para ahorrar apenas unos gramos.

Los días transcurren compartimentados en turnos de cuatro horas en los que rotan los miembros del equipo. un poco al margen de esta disciplina queda el navegante, que debe permanecer atento especialmente a la meteorología, y el capitán, máximo responsable del barco. A bordo, además de la navegación pura y dura, hay tareas rutinarias que son imprescindibles para llegar perfectamente a puerto. Algunas tan sencillas, como la limpieza y cocina; y otras más especializadas, como el mantenimiento y reparación de las velas y la revisión del casco y todos los componentes mecánicos, hidráulicos y electrónicos.

Las tripulaciones han de ser autosuficientes y capaces de solventar cualquier problema en luga-res donde es imposible recibir asistencia externa. Por este motivo, junto a herramientas y repuestos, también se embarcan fórceps, escalpelos, catéteres y grapadoras para coser heridas. No faltan medica-mentos ni tripulantes preparados para administrarlos correctamente que han seguido completos cursos de primeros auxilios antes del comienzo de la regata, donde aprenden desde la utilización del instrumen-tal, hasta las maniobras de reanimación y las técnicas de inmovilización de un herido. como apoyo a los ‘médicos de a bordo’ existe un servicio de guardia 24 horas en el hospital Derrifor de Plymouth con el que se puede conectar mediante satélite para cual-quier consulta. Además, los equipos cuentan con su propio personal médico que, desde la distancia, con-

trola la salud de los tripulantes analizando los datos que reciben de los test realizados a bordo. salud y seguridad son dos de las principales preocupaciones de la organización. y, para no utilizar el material de supervivencia, la mejor receta es conservar el barco en un buen “estado de forma”.

La volvo Ocean Race se disputa con una embar-cación monotipo, el volvo Open 70, que tiene 21,5 metros de eslora, 5,7 de manga máxima y un palo de 31,5 metros de altura. El carbono es una materia pri-ma básica en su estructura. Este elemento combinado con resinas es cocido en hornos presurizados hasta adquirir una dureza superior a la del acero con la que se fabrican el casco, palo, botavara y la quilla. El car-bono aporta, además, un ahorro de peso importante a estos barcos con un desplazamiento máximo de 14.000 kilogramos.

El motor de esta ‘máquina’ de alta tecnología son las velas. un vO70 puede emplear un velamen de más de 800 metros cuadrados, equivalente a la superficie de tres pistas de tenis. Tan solo el spi (500 metros cua-drados) es capaz de generar una potencia semejante la de un motor de 400 cv. Estos barcos alcanzan velo-cidades de 30 nudos (55 km/h) lo que les convierte en los monocascos más rápidos del mundo. su gobierno no es fácil. Requieren de los conocimientos de los mejores de la navegación oceánica, los verdaderos protagonistas de esta fabulosa aventura.

Para estar al tanto de cuanto sucede en la vuelta al mundo es necesario navegar, aunque sea virtualmente, en www.volvooceanrace.org o en las webs de los dife-rentes equipos como www.equipotelefonica.es, página de los barcos copatrocinados por Iberia. También es posible participar en la vuelta al mundo a vela desde casa. solo hay que diseñar nuestro propio barco e ins-cribirlo en www.volvooceanracegame.org donde están registradas más de 150.000 competidores.

Date: 29/05/2009 OJD: 121630Page: 10Edition:(FR)Suppl.:Rubrique: LES STRATÉGIES

Tous droits de reproduction réservés(1/1) ERICSSON MONDE

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Cision Sverige ABSE-114 88 Stockholm0200-125 000info.se@cision.comwww.cision.com

VOLVO OCEAN RACES SPONSORERVOLVO OCEAN RACES SPONSORER

Revisionsföretaget Deloitte räknade ut att enbart starten i Alicante omsatte 1,3 miljarder kronor i form av turism, hotell, krogar, pr och tv-sändningar. Det samlade medievärdet av tävlingen 2005 beräknas till 600 miljoner kronor, årets tävling väntas slå det re-kordet med råge.

– Tv-sändningarna och värdet av våra event med kunderna ger oss fem gånger investeringen, säger Sven Österberg.

Trots krisen bestämde Volvo strax före start i hös-tas att genomföra tävlingen även 2011–2012. Var den då ska gå är inte spikat, men det saknas inte hugade hamnar:

– 71 städer har sökt om att få bli värdhamnar 2011, berättar Sven Österberg. Vi tänker minska antalet stopp från årets elva till åtta eller nio. De sökande städerna får tävla om vem som erbjuder de bästa villkoren, sedan tecknar vi oerhört detaljerade kon-trakt.

Men helt obemärkt har inte höstens fi nanskris och lågkonjunkturen passerat:

– Nej, vi tittar över varje krona. Vi har haft en del avbokningar från kundgrupper i samband med hamnstoppen. Och vi har gjort neddragningar i pro-jektet, till exempel byggde vi inte upp vår paviljong vid det senaste stoppet i Galway på Irland.

Den står nu på Skeppsbron i Stockholm, som för första gången gästas av Volvo Ocean Race.

Kundmöten viktigast för EricssonEricsson satsar minst en halv miljard kronor på det treåriga seglingsprojektet. Och vikti-gare än medieexponeringen är kundmötena:– Förra racet träffade vi 4 500 personer från 460 kundföretag, säger Ola Rembe i Ericsson Racing Team. Ericsson deltog i tävlingen för fyra år sedan och seg-lar nu med två båtar, en med nordisk och en med internationell besättning. Kommunikationschefen i racingteamet, Ola Rembe, förklarar fördelarna med just Volvo Ocean Race:

– Vi är ett globalt företag som fi nns i 176 länder och seglingen går jorden runt. Här slipper vi trängas med konkurrenterna som vi gör på telekommässorna. Tävlingen pågår under en lång period, vilket är viktigt när man måste bygga upp en stor organisation.

För att få ut maximalt av projekttiden beslöt Erics-son att bygga båtarna i anslutning till huvudkontoret i Kista. 15 båtbyggare jobbade med de båda VO70-båtarna som är noggrant defi nierade av tävlings-ledningen för att ge rättvisa villkor.

– Redan innan tävlingen startade hade vi 17 500 besökare på båtvarvet, hälften av dem kunder, säger Ola Rembe.

I hamnarna har Ericsson en 600 kvadratmeter stor paviljong i två plan för besökarna. Den väger 45 ton och packas ner i tolv 40-fotscontainrar. I själva verket har företaget två paviljonger.

– Paviljongen tar tolv dagar att bygga och fem da-gar att riva, förklarar Ola Rembe. Eftersom båtarna seglar så snabbt måste vi ha två för att stå klara när de kommer fram.

I hamnarna kan Ericssons kunder träffa seglarna, se tävlingsbåtarna och ta del av den allmänna seglar-glädjen. I paviljongerna har företaget seminarier, kundmöten och tekniska demonstrationer:

– Vår strategi är att skapa kundmöten med kvali-tet, det är betydelsefullt ur affärssynpunkt, säger Ola Rembe. Vi har folk på plats i länderna dit båtarna kommer, de hjälper till med arrangemangen. Men hamnstoppen är också ett tillfälle att uppdatera vår egen personal.

Han är övertygad om att seglingen är en lönsam satsning, trots att kostnaden bedöms landa närmare 600 än 500 miljoner kronor:

– Vi ger inte ut några siffror, det är inget vi har lust att berätta för våra konkurrenter.

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Cision Sverige ABSE-114 88 Stockholm0200-125 000info.se@cision.comwww.cision.com

Volvo Ocean Race är en svensk miljardsatsning: Volvo satsar runt 400 miljoner kronor och Ericsson närmare 600 miljoner. Till det ska läggas 40 miljoner från Stock-holms stad, TV4:s kostnader samt lokala sponsorpengar.– Men sponsringssatsningarna ger fem gånger peng-arna tillbaka, hävdar Sven Österberg som leder Volvo Event Management.

Volvo Ocean Race är en svensk miljardsatsning: Volvo satsar runt 400 miljoner kronor och Ericsson närmare 600 miljoner. Till det ska läggas 40 miljoner från Stock-holms stad, TV4:s kostnader samt lokala sponsorpengar.– Men sponsringssatsningarna ger fem gånger peng-arna tillbaka, hävdar Sven Österberg som leder Volvo Event Management.

SPONSORRACETKostnaderna för Volvo Ocean Race, VOR, delas lika mellan AB Volvo och Fordägda Volvo Car. De ska slås ut över de tre år som förberedelser och genom förande av ett race tar.

Enligt tidningen Sponsor World är de båda Volvo-bolagen tillsammans Sveriges största sponsor med en årlig satsning kring 400 miljoner på golf, segling, ridsport och andra evenemang världen över. Tvåa på listan är Ericsson som deltar i Volvo Ocean Race med två båtar och en satsning som beräknas kosta över 500 miljoner kronor på tre år.

Sven Österberg förklarar Volvos sponsorstrategi som vilar på tre ben:

– Vi går in i evenemang, men satsar inte på indivi-der, lag eller arenor. Vi väljer ett fåtal sporter som pas-sar vår profi l. Och vi är mycket långsiktiga, ungefär 20 år i varje sport.

Sponsring för att stärka varumärket och bygga kundrelationer har blivit stort i takt med tv-sportens tillväxt. Volvo började med sponsring för 35 år sedan och har i stort sett bara engagerat sig i fyra sporter,

men har varit mycket träffsäkra: 1973 började Volvo sponsra tennis, innan Björn

Borg hade nått toppen. 1985 satsade Volvo på golf, några år innan Annika

Sörenstam började tävla. Nästa satsning blev ridsporten, där Malin Baryard

blev fi xstjärna. Slutligen satsade Volvo på segling, nu i stark med-

vind av miljödebatten.Nu lämnar Volvo hästsporten, men behåller den

traditionella Göteborg Horse Show.– Vi har nått optimal avkastning på tennis och häs-

tar, säger Sven Österberg. Nu fortsätter vi med segling och golf.

För en biltillverkare kunde motorsport ligga nära till hands, men i det segmentet trängs många andra och för Volvo är numera miljö viktigare. Volvo led

länge av sin transportchef Rune Svenssons famösa ut talande i GP 1987 om att acceptera att träd dör längs de stora vägarna.

– Säkerhet och miljö är viktiga värden, betonar Sven Österberg. Och segling är en ren sport, dessutom fri från huliganer eller dopningsskandaler. Framgång i Volvo Ocean Race bygger mycket på dynamiskt le-darskap och gruppdynamik.

– En annan faktor som fi ck oss att satsa på seglingen är internetexplosionen i slutet av 1990-talet. Plötsligt blev det lätt att följa racet på nätet och skapa aktivite-ter kring tävlingarna.

För första gången gick i år racet till Asien. Hamnstop-pen görs i länder som är viktiga för Volvos och Ericssons affärer: USA, Brasilien, Ryssland, Indien, Kina, Singa-pore, Sydafrika, Spanien, Irland och Sverige.

– Vi frågade våra affärsområden var de tyckte vi skulle lägga till. Nya rutter är också intressanta för seglarna.

Under hamnstoppen träffar Volvo, Ericsson och spon-sorerna affärspartner, vip-kunder, återförsäljare eller leverantörer för att bygga relationer eller rentav teck-na kontrakt. De båda Volvobolagen delar en paviljong där de visar produkter och Ericsson har sin egen pa-viljong liksom andra tävlande syndikat.

– Vid starten i spanska Alicante hade vi besök av över 1 000 kunder, säger Sven Österberg. Vi hade 40 000 be-sökare per dag i vår paviljong 20 dagar i rad.

”Segling är en ren sport, dess-utom fri från huliganer och dopningsskandaler”

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Financial Times, Weekend Magazine - UK

Highlife, British Airways Magazine – UK/International

Boston Herald – USA

Resumé – Sweden

Iberia Airlines Magazine – Spain/International

Sports Pro Magazine – International

Les Echo, Sports Business section – France

mediaTeCHnoloGY

The Volvo Open 70s are at the forefront of yachting technology. But the racing yachts are not the only area of the Race where cutting-edge technology is key – spreading the news of the race via satellite communications and the mobile platform are areas of technical expertise.

The multimedia delivery of the Volvo Ocean Race allows different technologies to be showcased to a global audience.

mediaenvironmenT

The Wallenius Wilhelmsen Logistics water ballast project, in partnership with Wallenius Water, was a key driver of the Race’s environmental programme with the Media Crew Members sampling the ocean’s water every three days throughout the 37,000-mile journey.

The aim of the project was to increase the knowledge of one of the greatest environmental threats to the oceans today – the spread of alien species through the release of ships’ ballast water.

The Media Crew Members took over 2,000 readings throughout the duration of the race, which provided an invaluable contribution to the investigations and ongoing global research programme.

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Innamorato per non dire stregato dal giro del mondo in equipaggio, che lo ha visto coinvolto quattro volte come velista, Knut Frostad, nel ruolo inedito di ceo della regata, racconta quest’edizione dal suo punto di vista. Con i piedi a terra, ma il cuore in mareIn love with (or perhaps bewitched by?) this crewed around the world in which he participated four times as a sailor, Knut Frostad gives his very own perspective on this edition as CEO of the regatta. Though his feet are firmly planted ashore, it’s clear his heart remains at sea

La mia prima Vorlontano dagli oceani

PEOPLE

Carla Anselmi

Knut Frostad, norvegese doc, a 42 anni tiene saldamente il timone della Volvo Ocean Race tra le mani. Qui in una conferenza annuncia le novità per il 2011.

Forty-two-year-old Norwegian Knut Frostad, who holds the helm of the Volvo Ocean Race, in a press conference announcing changes for the 2011 edition.

GlobalFooTPrinT

volvoand THeraCe

The Volvo Group is one of the world’s leading manufacturers of trucks, buses, construction equipment, drive systems for marine and industrial applications and aerospace components and services. The Group also provides complete solutions for financing and service.

The Volvo Group, which employs about 100,000 people, has production facilities in 19 countries and sells its products in more than 180 markets. Annual sales of

the Volvo Group amount to about SEK 300 billion. The Volvo Group, founded in 1927, is a publicly-held company headquartered in Göteborg, Sweden. Volvo shares are listed on OMX Nordic Exchange Stockholm.

The business areas are: Volvo Trucks, Mack Trucks, Renault Trucks, Nissan Diesel, Volvo Buses, Volvo Construction Equipment, Volvo Penta, Volvo Aero and Volvo Financial Services. Several business units provide additional

manufacturing development or logistical support. The largest business units are: Volvo Powertrain, Volvo 3P, Volvo IT, Volvo Logistics, Volvo Parts and Volvo Technology.

The values of the Volvo Group summarise what it stands for and what it focuses on. Quality, Safety and Environmental Care are the corporate values of the Volvo Group, each reflected in how it develops its products, how it acts in society, and how it approaches its customers and employees.

Volvo Car Corporation and Volvo Group has sponsored and owned the Volvo Ocean Race since 1997. “We continue our involvement in the Volvo Ocean Race for the same reasons we once bought it; to highlight the fact that the Volvo brand and products embrace excitement, adventureand performance in addition to our focus on safety and environment,” says Karin Bäcklund, DirectorVolvo Ocean Race at Volvo Cars.“The association with the toughest offshore race in the world adds much needed emotion to our brand. The global reach of the Volvo Ocean Race makes it a fantastic

commercial platform to build brand attractiveness and consideration.”

To utilise the platform Volvo Cars again produced three Volvo Ocean Race edition vehicles. The new electric silver colour, in addition to the ocean blue, and the unique exterior and interior, increased interest in the markets globally.

At the stopovers, the Volvo pavilion showcased the latest products and the brand, with emphasis on safety, environment, performance, technological innovation and

teamwork. Presentations, car demonstrations and test drives were offered in all ports to over 10,000 corporate guests, media and the general public, to drive consideration and sales. The Stormy Night campaign marketed the Volvo Ocean Race edition cars on TV, radio, magazines/press, online and outdoor, and drew Life at the Extreme parallels between Volvo Cars and the Race.

Volvo Car Corporation

Volvo group

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Ericsson had three key objectives when it launched a two-boat campaign in 2008-09 – its second consecutive race

as a syndicate.

It wanted a global sporting event that would: strengthen its brand, provide a platform to meet

with key customers and clients on an international scale and showcase its leading edge

technologies.

In port stopovers, as part of its sales and marketing strategy, activity centred on

a hi-tech hospitality structure which provided an environment for networking,

technology showcasing and extensive internal engagement.

As the official supplier of mobile technology, and using its ‘Never

Leave The Race’ banner, Ericsson took global sports

coverage into a brave new world of multimedia

audience interaction.

2008-09 • approximately 6,000 visitors during stopovers • 21,000 mentions in print• Over 2,000 hours of television exposure*Source: SMS

Q: How did PUMA utilise the Volvo Ocean Race? A: PUMA’s participation in the Volvo Ocean Race was the most innovative marketing campaign the company has ever launched. It proved to be an extremely successful starting signal for our sailing category with the investment having been more than paid off.

PUMA used the 10 port destinations of the Race to activate complex onshore marketing strategies. It used every single race location to not only to position PUMA as a sailing brand, but to convey PUMA’s overall brand message, creating visibility for other PUMA categories through media and star-studded events. Such activities have set a new marketing benchmark in the growing sport of sailing. At the same time, while the sport of sailing is often perceived to be very exclusive, PUMA aimed to break down this misconception.

The PUMA Ocean Racing campaign has successfully begun to broaden the sports’ audiences, with an inclusive, fun outlook on the sport.

The Volvo Ocean Race served as a perfect test laboratory for PUMA’s outdoor products as the crew had to be equipped with apparel and footwear suitable for extreme weather conditions – from freezing cold to burning heat.

Q: Have you had a good return on investment? A: PUMA’s eye-catching Volvo Open 70 ‘il mostro’, the innovative PUMA Sailing Collections, inventive marketing initiatives launched at the numerous stop-over ports, PUMA City and the successful performance of the PUMA crew generated extensive media coverage that more than offset PUMA’s investment in the Volvo Ocean Race. The value of the media coverage on PUMA’s entry in the Volvo Ocean Race was estimated to exceed USD50

million. Sales of PUMA´s Volvo Ocean Race merchandising collection exceeded our expectations.

Q: Did PUMA City, with the integrated store and hospitality area, work well for your business and guests? A: Over 3,879,362 people visited the Volvo Ocean Race stopover villages and saw PUMA’s ‘il mostro’, PUMA City and our local market initiatives. Over 44,000 customers and PUMA employees were taken for a sailing tour on a PUMA yacht either before the start or in one of the stopover ports of the Race.

PUMA’s retail expertise manifested itself by providing a unique shopping experience in PUMA City at the stopover ports. PUMA City also won the ‘Best Retail Space’ award by American publication Travel + Leisure.

From an interview with Jochen Zeitz

The value of the media coverage on puMa’s entry in the Volvo Ocean Race was estimated to exceed uSD50 million.Jochen zeitzChairman and CEO PUMA

«»

it is very hard to find a better and more efficient platform for meeting and spending quality time with our customers in an exciting environment.

Executive Vice presidentbert nordberg, Ericsson (2006)

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Telefónica has been sponsoring its sailing team for the last nine years, through the different brands that the

group owns. Sailing is a sport that fits very well with its philosophy of empowering people, and its

sailing programme comprises all phases of a sailor’s development.

From sailing schools to competitive Optimists and 420s, Olympic classes

such as the 49er, Tornado and windsurfers, to big boat sailing with

IMS and the Volvo Ocean Race as the pinnacle of the sport.

Telefónica’s objectives with the Volvo Ocean Race sponsorship

were to:

• Reinforce Telefónica’s presence in the sailing world• Maximise media

presence• increase the

relationship with customers,

major accounts, institutions and subsidiaries around the world

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Delta Lloyd had three key performance indicators: • To create a media value of Euros

10m in the Netherlands. The result – Euros 12.3m.

• To increase the brand awareness

from 28% to 31%. The result – in Q4 2008 the unprompted awareness increased to 34%. Delta Lloyd also generated the second highest awareness score as a sponsor of the Volvo Ocean Race, behind Volvo, amongst TV viewers ranking.

• To increase internal pride to 70%.

The result – 72.3%.

Delta Lloyd saw a return on investment of Euros 23.5m

The Volvo Ocean Race was a very successful sponsorship with a high ROi.The Managing Board of Delta Lloyd

« »

Delta Lloyd also used the Volvo Ocean Race as an exclusive hospitality experience for 480 business guests during the Stockholm, St Petersburg, Boston, Galway and Alicante stopovers. It utilised and sponsored the gate race outside the port of Rotterdam, bringing another 450 guests to watch the Volvo Open 70 sail the time trial lap. The auditing company, Sport + Markt, valued the appreciation of Delta Lloyd’s hospitality package better than those of Formula 1 and FIFA World Cup from their surveys.

Telefónica feels it has surpassed these objectives, having developed a successful marketing plan based on outdoor marketing, trade marketing, public relations and media.

• 15,000 guests visited the pavilion in alicante and over 2,000 customers sailed with Telefónica. The media return was well above best expectations.

• 18,900 mentions in print • 1,516 hours of television exposure *Source: SMS

CaSe STUdieSGreen draGon

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Inmarsat has been involved in the Race since 2005-06, providing satellite communications for the teams. Inmarsat launched a new broadband data service in November 2007, called FleetBroadband. This was provided to the Volvo Ocean Race yachts and gave Inmarsat a strong example of how FleetBroadband could work in the deepest seas and in the harshest oceanic conditions.

A PR campaign was built around this involvement and to

leverage its partnership with the Race, Inmarsat created a new award – the Inmarsat Media Prize. Launched specifically for the Media Crew Members and awarded at the end of each leg, the Inmarsat Media Prize looked at the output across all four media. The overall winner was announced at the Race finish in St Petersburg,

In addition, Inmarsat held a series of seminars on the role of the MCMs, which were hosted in Cape Town and

Singapore, and worked with the Massachusetts Institute of Technology (MIT) in Boston and the John Huston School of Film and Digital Media in Galway.

The campaign has generated worldwide media coverage worth USD3m. More important, it provided Inmarsat with the opportunity to own a significant part of the Volvo Ocean Race experience – the visible means by which the Race coverage was relayed to an expected global audience of 1.3 billion people.

The Green Dragon Team was the brainchild of Irishmen Jamie Boag and John Killeen, whose primary goal was to have a Volvo Ocean Race stopover in Galway, Ireland, with a race team to promote the port.

They brought together a group of prominent Irish businessmen, the Irish Government and Failte Ireland to back the project and as the campaign gained momentum SDLG/triangle Tyre, and Weichai Power, a Chinese group of sponsors came onboard.

With this Chinese influence the goals of the project soon morphed into promoting the Qingdao stopover as well and the sailing team and the Volvo Ocean Race gained its first ever Chinese race team member.

Campaign CEO, Jamie Boag explained how the boat created visibility for both ports, “It couldn’t have been better from the results we achieved. Galway and Qingdao were two of the most successful stopovers on the Volvo Ocean Race in regards to getting people down to see the Race Village and the teams. We achieved all our objectives and some.

“We gained some great sponsors along the course, which allowed us to race competitively and give us a media return in the region of Euros 34m.”

The Green Dragon Team was a perfect example of a team which made multiple sponsors from varied sectors, company size and countries work together to reach a combined goal for a budget of an estimated Euros 10m. It also generated mass interest from both the countries it represented; with the organising committee from Galway, Lets Do It Galway counting 62,000 spectators on the in-port race day in the Race Village and 150,000 in Salthill for the celebrations.

we gained some great sponsors along the course, which allowed us to race competitively and give us a media return in the region of Euros 34m.

Jamie Boag, campaign CEO

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if it works on what is essentially a soap dish travelling around the world at 40 knots, i know it will work on one of my destroyers.

«»

James Ellis, a retired four-star Admiral and Inmarsat boardmember

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THe2011-12raCe key

dates

keyFaCTs

The Volvo Ocean Race has all the technical aspects of the america’s Cup – and the adventure of ocean racing. The 2011-12 Rule will make the event more attractive for teams and sponsors and more competitive. i feel now that the Volvo is the perfect race.

Pedro CamposSyndicate Head, Telefónica Team

«»

October 2008Volvo Ocean Race 2011-12 Race announced9 October 2009Volvo Open 70 Rule and notice of Race announcedDecember 2009Volvo Ocean Race headquarters moves to alicante, SpainMarch 2010new route finalised and announced15 May 2011announcement of qualifier event for competing teamsOctober/november 2011Start of Volvo Ocean Race 2011-12

• increased safety and reliability• Technical cost containment• Closer competition• Maintaining the Volvo Open 70’s

status as the fastest and most spectacular offshore class

• increased focus on media return • broader news coverage and

increased multimedia platforms• Capitalise on the unique role of

the MCM

endorSemenTS

usain boltThree-time Olympic Gold MedallistI heard they face about 30 foot waves and all that stuff; that’s crazy as far as I am concerned.

Simon Le bonThe boats are lighter, faster and sailing more on the edge than ever before. But the experience of the men who sail them remains the same as when I had a go on Drum in ‘86. It’s muscle and nerve and the will to win to get you across a big, big ocean. There’s a whole lot of seawater out there to drive you crazy as you go round.

prince Carl philip of SwedenThe race involves great sailing and great excitement. Being one of 11 people living, eating, sleeping, and working within the confines of a few square yards under extreme conditions for 30 days demands great discipline.

paul CayardWinner of the Whitbread Round the World Race 1997-98 on EF Language and America’s Cup skipper Coming into the finish was unbelievable. We got hit once by a motorboat; not too badly damaged. There were so many boats jamming the Solent and Southampton Water, it was remarkable.

ken ReadSkipper of PUMA and America’s Cup skipperThe Volvo Ocean Race has been, quite simply, the experience of a lifetime. When you embark with an idea of competing in a race like this, you have to get lucky. I feel like I have been the luckiest person on earth I found PUMA, the ultimate sponsor. Thanks to all at Volvo for putting on this amazing contest. I know I will never be the same because of it.

Sir peter blakeWinner of The Whitbread Round the World Race 1989-90 on Steinlager 2 and America’s Cup legendWhen you have lived on an adrenalin high, you forget the discomforts and the misery. It’s not the Chinese gybe which had Ceramco lying on her ear, thousands of miles from the closest land, that you remember. It’s the 300-mile days, the roller-coaster rides through big seas in storm-force tailwinds and the anticipation of visiting exotic-sounding ports.

Torben graelFive-time Olympic Medallist and winner of the Volvo Ocean Race 2008-09 on Ericsson 4I had the option to go to the America’s Cup, but my daughter said, ‘do the Volvo, it’s much better’. The Volvo Open 70s are the most fantastic boats around.

gordon RamsayCelebrity chef, TV personality, restaurateurWhat these guys go through at sea is awe inspiring. I was impressed with the teamwork. I have the utmost respect for what they are doing.

ian walker Two-time Olympic Silver Medallist and skipper of Green DragonThe Volvo Ocean Race is far more than a sailing race – it has been a lifetime experience that I feel very lucky to have been involved with.

bouwe bekkingSkipper of two Volvo Ocean Race successful campaignsKnut Frostad and his team have lifted this event to new levels and have promoted our sport in a superb way. Next time it will be lifted to new levels again and has the potential to become one of the biggest sports events in the world.

Jochen zeitzChairman and CEO PUMAThe race is the perfect instrument for our boat, our team, and all the activities surrounding the competition that give us corporate exposure and strengthen our brand value across the entire world. The Volvo is the rock ’n roll of sailing.

nick hoekCEO Delta Lloyd GroupWe have outstripped our media targets. The Volvo Ocean Race is a true extreme sport, it’s exciting, challenging and all about professional teamwork. It gives us a chance to compete against the best companies and sailors in the world.

If you would like to find out more,contact the commercial team:commercial@volvooceanrace.comwww.VolvoOceanRace.com