Roof window and skylight manfacturer the Velux Group announced 19 September 2007 the renewal of its title sponsorship of the Velux 5 Oceans, a 30,000 mile around the world solo sailing race that is re…
Roof window and skylight manfacturer the Velux Group announced 19 September 2007 the renewal of its title sponsorship of the Velux 5 Oceans, a 30,000 mile around the world solo sailing race that is regarded as the longest and toughest event for any individual in any sport. “Our sponsorship of the 2006/07 race confirmed for us that this event is symbolic of Velux key values – daylight and fresh air – and that the sponsorship also matches our strategic and commercial objectives,” said Michael Rasmussen, CMO for Velux, from the Grand Pavois Boat Show. “The gross value of the worldwide media exposure we received in 2006/07 was in excess of EUR 60 million. In relation to the total cost of sponsorship, this was highly favourable”. The Velux Group, and the race“s British promoter, Clipper Ventures Plc, have not disclosed the size of the sponsorship agreement, but the investment has significantly increased from the previous race. The increase is a sign both of the overall value of the sponsorship and of the ambition both partners have made to continuously lift the profile and interest of the race both on a local and international level. “We saw a notable increase in brand awareness among our key markets and an overall increase in brand equity during and after the 2006/07 race”, said Michael Rasmussen. “The sponsorship has also helped create a sense of team spirit among our employees, who are spread around the globe in more than 40 markets in five continents”. Through the course of the Velux 5 Oceans, skippers cross five oceans alone, starting in Europe and then sailing to Asia, Australia and the United States before returning to the finish in Europe. Along the way, they face the most treacherous and legendary waters on the planet. The extreme demands placed on the competitors are highlighted by the fact that fewer people have sailed solo around the world than have climbed Mt. Everest or journeyed to space.