2022 Newport Bermuda Race - SPONSORSHIP GUIDE
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Newport
Bermuda
Race
2022
SPONSORSHIP GUIDE
Daniel Forster
BERMUD
ORT A
P
RA
NEW
CE
2022 RACE DESCRIPTION
AND HISTORY
W
e invite you to join are often referred to as the Triple in 1906 by Thomas Fleming Day, who
us for the Newport Crown of yacht racing. believed that well-prepared amateur
Bermuda Race, the By Friday, each yacht will be out seamen could compete effectively
635-mile offshore, of sight of land and self-sufficient and safely offshore. Until then, it
sailing yacht race from Newport, RI for three to four days. Crossing the was believed that only professional-
to the tropical island of Bermuda. It’s treacherous Gulf Stream the next day ly crewed yachts should be making
the oldest regularly-sailed, ocean race will test both sailors and yachts, but ocean passages. To date, more than
in the world. once through, the tropical weather 5,000 yachts sailed by more than
The race is organized by Royal pattern prevails until the finish, off St. 50,000 sailors have competed in
Bermuda Yacht Club (RBYC) and David’s Lighthouse. this iconic ocean race proving that
Cruising Club of America (CCA), a Weather, tactics, seamanship, and an adventurous spirit, matched with
Daniel Forster
partnership of more than 90 years. teamwork are all factors in navigating passion and preparation, is a winning
Race management is led by the this Thrash to the Onion Patch, which combination.
Bermuda Race Organizing Committee attracts leading yachtsmen from the
(BROC), who provide safe and fair far corners of the sailing community,
competition for this iconic, blue-water including amateur, and professional
event. sailors. Winning prestigious awards
On Friday June 17, 2022, approxi- such as the St. David’s Lighthouse
mately 200 yachts with 2,000 sailors Trophy and Gibbs Hill Lighthouse
are expected to compete in the 52nd Trophy is the goal of every partici-
running of the Bermuda Race, that pant.
plus Fastnet and Sydney Hobart Races The Bermuda Race was founded
2
BERMUD
ORT A
P
RA
NEW
CE
Nic Douglass
2022 WHY SPONSOR YACHT RACING?
T
he men and women who com- yachts traveling at unprecedented high to check on their team. They also travel to
pete in yacht racing have the speeds. Bermuda to greet incoming yachts at the RACE
drive and the economic means Sailing at the highest competitive level yacht club docks. The competitive spirit
CHARACTERISTICS
to participate at the highest requires skill and financial resources to is alive and well, both on the race course
INCLUDE:
n Competition and Performance
level of offshore sailing. Many are return be effective. The competitive forces that and on the home front.
n Technology and Innovation
veterans of this iconic race as the biennial many sailors possess are also evident in Sponsors can align their brand with n Self-reliance and Teamwork
schedule brings them back time and time their professional lives. Driven to succeed various aspects of this event, which is n Safety and Risk Taking
again. Sailing has grown in popularity is a common thread in the Boardroom much more than just a four-day ocean n Environmental Impact
and this race draws from many harbors and at the Starting Line. There’s no prize race. As an invitational race, every skip- n Above all – Sportsmanship
on the East Coast, as well as national and money for the winners, just the satisfac- per and crew must demonstrate their
international ports. tion of beating the elements and their competence and skill to qualify and be FOUR DIVISIONS
Yacht racing primarily used to be a peers, as recorded on a trophy. A win in accepted to participate. This takes sig- n St. David’s Lighthouse Division
blue-blazer, yacht club activity reserved Bermuda will last a lifetime for those nificant time and financial resources. The The largest class with highly moti-
vated race/cruiser yachts, sailed by
for a small group of individuals. That’s no who have been so fortunate. race registration opens up a year before
family and friends
longer the case. Recent events captured Not only are the participants engaged the start as crews plan their training and
n Gibb’s Hill Lighthouse Division
the public’s attention with round-the- in the race, the ‘friends and family’ halo outfitting 12 – 18 months before the June All-out race machine with profes-
world venues, such as the Vendee Globe, effect is tremendous. If there are 2,000 start. This extended timeline provides an sional sailors as the backbone of
and The Ocean Race (previously the men and women in the race every other excellent opportunity to communicate many yachts
Volvo Ocean Race and the Whitbread June, there will be an additional 5,000+ sponsor messages to the entire race n Finisterre Cruiser Division
While speed is paramount these
Round the World Ocean Race). individuals following the race via the community before the event, as well as
yachts are blue-water tested, but
Investments in technology and market- Race Tracker during the entire race or in during and after.
not stripped- out racing machines
ing have yielded greater public interest person in Newport or Bermuda. n Double-Handed Division
and online engagement. The world tuned Friends and family set up ‘watch sys- A real test of man (woman) and
in to the 2021 America’s Cup with foiling tems’ at home, to get up during the night machine as there are only 2 crew
onboard sailing, 24 hours a day for
typically 4 days
3
BERMUD
ORT A
P
RA
NEW
CE
2022 PARTNER WITH THE NEWPORT BERMUDA RACE
T
o align with one of the three great interna- cess, including race itself. The St. David’s Lighthouse months before the start.
tional ocean races is to align with prestige, division attracts the majority of the competitors and Past surveys indicate that the average yacht
excellence, and accomplishment. The New- according to esteemed author and yachting lumi- will spend approximately $34,000 to compete
port Bermuda Race is the oldest and most nary, Gary Jobson, “It is the most coveted trophy in in the race. This includes housing in Newport and
prestigious race in North America. Held in Newport ocean distance racing.” In 2018 (2020 was cancelled Bermuda and airfare. Typically a delivery crew will
every other even year in June, this race attracts both due to the pandemic) 31% of the sailors competed in bring the boats back
amateurs and professionals from around the world. the race for the first time. Often sailors will share how after the race. To be GULF STREAM SOCIETY
It’s a ‘Bucket List’ event for many sailors, who often many Bermuda Races they have done as a badge of competitive, new sails, # of Bermuda Races # of Sailors
15 or more 20
come back every other year. honor. The race recognizes those who have com- electronics and rigging
10 - 14 52
The skipper, navigator, and watch captains must pleted five or more races with recognition in the Gulf are often purchased,
6–9 115
meet specific requirements to gain entry as this is an Stream Society. further demonstrating 5 56
invitation-only event. Pre-race training includes Safety Not only does the actual Gulf Stream test each an owner’s desire and Total 252
at Sea, First Aid, practical lifesaving drills. Challeng- crew, preparing for this event also requires the commitment to win.
ing in-the-water training to board life rafts with full desire, the skill, stamina, and the financial resourc- Crew dinners and crew gear are often a perk but
foul-weather gear is all part of the preparation and es. There is no prize money, just the satisfaction of amateurs are volunteers and are unpaid partic-
precision planning that takes months. Sponsors are competing, completing, and the goal of winning. ipants. Partnership offers the opportunity of a
offered the opportunity to communicate with the The race organizers inspect every yacht and verify lifetime for sponsors to join the competitors in the
Bermuda Race community during the entire pro- all crew credentials in a rigorous process that starts adventure that is the Newport Bermuda Race.
Dave Cleaveland/Maine Imaging
4
BERMUD
RT A
PO
RA
NEW
CE
2022 SAILORS’ PROFILE
RACE COMPETITOR PROFILE
PARTICIPATION
Median Household Income $244,100 BY REGION
Average Net Worth $1,607,100
Average Age 56 12% International
Male / Female participation 95% / 5% 4% West Coast
College Educated 95% 2% Midwest
Owns a Boat 90%
57%
Years on the Water 25+ Northeast
25% Mid-Atlantic
Expected # of Yachts in 2022 Bermuda Race 200
Estimated ‘First Time’ entries 40
Estimated Owners 200
Estimated Crew 1,800
Estimated ‘Friends & Family 4,500
Known Bermuda Race footprint 6,500 NUMBER OF BOATS
BY REGION
AVERAGE COST TO RACE 1 Caribbean
1 Russia
(Minimum Example) 1 South Africa
Newport Expenditures $28,071 12 2 Midwest
Europe 3 Bermuda
Dockage, provisions, crew dinner, hotel 17
4 Canada
5 West Coast
Bermuda Expenditures $6,093 Southern
114
Dockage, crew dinner, hotel, cars, airfare 32 Northeast
Mid-Atlantic
Sub Total $34,164
Denise Bienvue
First Time Investment $29,362
New sails, electronics, rigging, safety gear
Total $63,526
5
BERMUD
ORT A
P
RA
NEW
CE
2022 RACE AUDIENCE 2021-‘22
C
onnect with the Newport Bermuda Race community for more than a
year in the lead-up to the June 2022 race start as engagement is
growing steadily. Our social media accounts for more than 1 million
impressions, and our greatest consistent reach is now through
Instagram’s visual spotlight and live-streamed Facebook race coverage.
We also communicate regularly with our audience through email marketing—
newsletters, press releases, competitor bulletins that reach up 7,000 sailors and
race fans. Bermudarace.com is home port for our core audience of 2,000 captains
and crews preparing for the race and sees a burst of up to a quarter million page
views from race fans during the race.
Stories often say more than data, so we invite you to visit our social channels
to see what our community is talking about. As event organizers, we’re committed
to sharing mutually beneficial content, and through digital media we extend your
Barry Pickthall/PPL
organization’s reach.
Sponsors can access thousands of sailors and fans online for the year leading up
to the race by engaging with our participant and fan base. We aim to help sponsors
reach the right audience, by aligning you with things that consumers are already
passionate about—the sport of sailing, the ocean, technology and adventure.
Facebook 12,833 followers 950,000* impressions
Instagram 6,520 followers 200,812** impressions
YouTube 235 subscribers 123,000*** views
Twitter 1,989 followers 95,000* impressions
Website 500,000 page views * 75,000* users (est.)
E-News 7,000 fans/sailors 35-55% open rate
*2018 race-cycle data; **2020 race-cycle data; ***lifetime
6
BERMUD
ORT A
P
RA
NEW
CE
OFFICIAL
2022 SPONSORSHIP SPONSORSHIP
OPPORTUNITIES PROVIDES THE BEST
AND VALUE VEHICLE TO ENGAGE
WITH THE BERMUDA
T
he dramatic start off the their class. Everyone has their eye on RACE CONSTITUENTS
Newport, RI coastline is the overall prize: the St. David’s Light- THROUGH:
Barry Pickthall/PPL
always a sight to behold. No house Trophy. Unlike other sports, like
matter the weather, sponsors golf, auto racing or sport fishing, there n Branding
n Relationship building
are invited out on the water to get is no cash purse for anyone. The entry
n Press and communications
up close to the action. The Newport fees do not cover the cost of this event
n Webinars
Bermuda Race is a non-profit organi- and this is where the support of our Title Sponsor n Social media and digital marketing
zation, run by volunteers from both the sponsors is greatly appreciated. Official Sponsor n Race signage and on-site activations
Royal Bermuda Yacht Club - RBYC and Aligning your brand with an af- Race Supporter n Race tracker – logos are linked
the Cruising Club of America – CCA. fluent audience who leave comfort and highly visible internationally
during the race
These dedicated sailors volunteer behind to sail 635 miles in the open
months out, the extended relationship n Print advertising in Race Program
months before the June start in order ocean, across the treacherous Gulf
is significant. n Permission to use “Newport Bermuda
to ensure all sailors are properly pre- Stream, is a unique and meaningful
Race” during sponsorship term
The race organizers view the
pared for this arduous ocean voyage association. n Opportunity to distribute product /
Official Sponsors as partners in the
and every yacht, skipper and crew Sponsorship opportunities can promotional material to all
success of this event and are commit- participants
have the qualifications to undertake be customized to maximize your
ted to collaborating to support and n Recognition during Bermuda Race
this adventure. brand message for the entire race
promote stakeholders. Gifts in Kind messaging/coverage
Skippers make a sizeable investment cycle, not just the week of the race.
are also encouraged. These contribu- n Editorial coverage during sponsorship
to safely participate and their only With the race registration opening 12
term
tions of products or services are fully
satisfaction is safely finishing the race months before the start and many n Special spectating platforms in
valued in determining the sponsorship
and hopefully a winning position in skippers preparing for this race 18 Newport and Bermuda
level.
7
BERMUD Please contact the Sponsorship Committee to discuss Bermuda Race Organizing Committee – BROC
RT A
PO
how we can tailor your partnership with the 2022 sponsorship@bermudarace.com
RA
NEW
CE
Newport Bermuda Race to best suit your
marketing needs. Will Passano Trixie Wadson Stephen Kempe
2022 Sponsorship Chair Newport Bermuda
c. 410-804-8554 c. 401-683-8537 c. 441-336-6070
8
You can also read
