Volvo Ocean Race: Overview, Marketing, History

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2 OVERVIEW The Volvo Ocean Race, staged every four years since 1973, proudly celebrates its 30th birthday in September 2003. The origins were not humble, even if they were embedded in a more Corinthian era. From the beginning, when the British brewer Whitbread teamed up with the Royal Naval Sailing Association, this premier round the world race has embraced developments, not just in yacht design, but also significant advances in communications technology which brings what is happening in the far flung corners of the oceans to a growing global audience directly to their homes. This is a global event, backed by a global company committed to developing not just a competition, which holds a secure place among the top echelons of world sport, but to harnessing a secure platform for all the commercial and corporate benefits which are so important to success in a world where sports and marketing are closely linked. RICK TOMLINSON THIERRY MARTINEZ
Team SEB was a commercial success. We achieved our overall goals. There were very positive opinions from our customers. We have enjoyed strong support and pride among our employees. OVERVIEW 3
Page 1: SHARING IN GLOBAL SUCCESS The Volvo
Page 5 and 6: In terms of media evaluation, the S
Page 7 and 8: The Volvo Ocean Race is a unique sp
Page 9 and 10: CONTENTS 2 INTRODUCTION 8 AUDIENCE
Page 11 and 12: GUIDO CANTINI INTRODUCTION 3
Page 13 and 14: through existing media coverage. Ta
Page 15 and 16: ace, it is estimated that more than
Page 17 and 18: 60 50 40 30 20 10 0 THE VOLVO OCEAN
Page 19 and 20: ‘INTERESTED IN’ OR A ‘SAILING
Page 21 and 22: PATRICK ANDERSON, RICK TOMLINSON ME
Page 23 and 24: even where whole programmes were no
Page 25 and 26: 16 14 12 10 8 6 4 2 0 MEDIA RESPONS
Page 27 and 28: programme coverage and news. With t
Page 29 and 30: WWW.VOLVOOCEANRACE.ORG: A TOP 100 W
Page 31 and 32: RICK TOMLINSON MEDIA STATISTICS 23
Page 33 and 34: % of respondents 90 72 54 36 18 0 T
Page 35 and 36: 45 36 27 18 9 0 STRONG INCREASE OF
Page 37 and 38: 45.0 40.5 36.0 31.5 27.0 22.5 18.0
Page 39 and 40: 70 60 50 40 30 20 10 0 200 TO 300%
Page 41 and 42: 35 30 25 20 15 10 5 0 FORMULA 1 IS
Page 43 and 44: Direct Brand Exposure (hh:mm) 17:5
Page 45 and 46: PRINT MEDIA The written media remai
Page 47 and 48: % OF RESPONDENTS UK WAVE 1 AWARE NO
Page 49 and 50: CARLO BORLENGHI YACHT SPONSORSHIP 4
Page 51 and 52: STEPHEN MUNDAY/ALLSPORT CASE STUDIE
Page 53 and 54:
WHY THE VOLVO OCEAN RACE? The Volvo
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INTERNET/INTRANET An intranet site
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CLIVE MASON/ALLSPORT CASE STUDIES 4
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RICK TOMLINSON 51 CASE STUDIES 51
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those intended for the SEB brand. T
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CONCLUSION The companies conclusion
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RICHARD MASON/ASSA ABLOY RACING TEA
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were found on all of the world’s
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advertising, but would instead rely
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CONCLUSION 63
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INTRODUCTION IT IS UNLIKELY THAT CO
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over the side, and in spite of a fo
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causing controversy with large crew
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Prior to the start it was thought t
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Among the fleet was Simon Le Bon’
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Despite the dramas, nothing could d
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The victorious W60 was Yamaha, skip
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It was not until a third of the rac
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The Southern Ocean lived up to its
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THE OBJECTIVES REDUCE THE COSTS FOR
Page 93 and 94:
THE NEW BOAT DESIGN Innovation has
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push their boats to the limit and i
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Volvo Ocean Race: Overview, Marketing, History

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