{"id":26483,"date":"2020-05-18T07:02:30","date_gmt":"2020-05-18T05:02:30","guid":{"rendered":"https:\/\/www.tipandshaft.com\/?p=26483"},"modified":"2020-05-15T17:34:44","modified_gmt":"2020-05-15T15:34:44","slug":"nathalie-quere-sailing-can-help-companies-rebuild-themselves-around-positive-messages","status":"publish","type":"post","link":"https:\/\/sailorz.com\/en\/the-ocean-race-2\/nathalie-quere-sailing-can-help-companies-rebuild-themselves-around-positive-messages\/","title":{"rendered":"Nathalie Qu\u00e9r\u00e9: “Sailing can help companies rebuild themselves around positive messages”"},"content":{"rendered":"

With the<\/em>\u00a0Covid-19 pandemic affecting the whole planet, it has meant\u00a0a great deal of uncertainty for sport in general\u00a0<\/strong>and sailboat races are no exception. What will the impact be on our sport? What changes will there be to the economic model? How do races need to change? How will sponsors behave? To try to get to grips with the new situation, <\/em>Tip & Shaft\u00a0is carrying out\u00a0a series of five interviews about the future of sail racing<\/strong>. Our third guest,\u00a0Nathalie Qu\u00e9r\u00e9<\/a><\/em>\u00a0is an expert in sponsorships, who worked for Infonet and BT, where she developed partnerships with Alinghi (America\u2019s Cup in 2001-2003) and OC Sport (Vend\u00e9e Globe 2008-2009 alongside S\u00e9bastien Josse). Until last year she was head of the\u00a0AkzoNobel<\/strong>\u00a0brand \u2013 whose campaign she led in the last\u00a0Volvo Ocean Race.\u00a0<\/strong>Today, she works as a consultant and managing director of\u00a0W Ocean Racing<\/a>, a management company involved in sailing which she co-founded with the Australian skipper,\u00a0Chris Nicholson<\/a>.<\/em><\/p>\n

Let\u2019s start by talking about your news. Can you tell us about your projects with<\/strong>\u00a0W Ocean Racing?<\/strong>
\nWe\u2019re currently working on\u00a0a campaign for the next edition of<\/strong>\u00a0The Ocean Race<\/strong>. We are looking for partners and have had lots of business meetings over the past year. These talks are well advanced, but came to a standstill more or less because of the virus. We hope and for the moment we believe it can happen, that the race will take place next year. Of course, we are keeping a close eye at\u00a0what is happening with the<\/strong>\u00a0Vend\u00e9e Globe<\/strong>, because even if I have seen that things look like being confirmed, the two races are linked. We are still running the\u00a0AkzoNobel\u2019s VO65,\u00a0<\/strong>because AkzoNobel decided to continue to make the most of their commitment in the last Volvo Ocean via tours that we organised in 2019 and 2020 with clients. Now within the campaign we are running for The Ocean Race,\u00a0we have not ruled out taking part with a 60-foot Imoca and we are also looking at the Vend\u00e9e Globe<\/strong>. I know that Chris really wants to do it (see our interview from October 2018<\/a>), so we are looking at the possibility of a programme which allows us to do both.<\/p>\n

What<\/strong>\u00a0impact has the crisis around the Covid 19 pandemic had on your project?<\/strong>
\nEverything came to a halt in April. The companies we were in talks with told us that for the moment, they could not say anything more for the time being.\u00a0But that was not necessarily a definitive refusal and we agreed to get back in contact once out the other side. At the same time, we are aware that we have lost a lot of time;\u00a0I think we have lost six months<\/strong>\u00a0in terms of commercial work, because there are bound to be questions about budgets which were either planned or being talked about. We had hoped to complete our funding by the end of the year but now\u00a0we are really looking at the end of the second quarter of 2021<\/strong>.<\/p>\n

How are things going with<\/strong>\u00a0AkzoNobel, with whom you still work? Are you aiming to launch another campaign?<\/strong>Today, we are not really looking at talks around a partnership. That should happen at some point and I hope there will be talks, remembering that what is going on at the moment may change everyone\u2019s priorities. So\u00a0for the moment, there is nothing certain<\/strong>.<\/p>\n

“Such a moment is a real test of the relationship in a partnership”<\/strong><\/p>\n

What do you think the<\/strong>\u00a0consequences of the current crisis will be on sports sponsorships?<\/strong>
\nI can see a short and medium term impact. Communication budgets, sponsorships and marketing were among the first areas to be affected;\u00a0so I imagine that the budgets for 2020 which have already been signed off\u00a0may lead some firms to postpone their projects, or cut them back to be in survival mode<\/strong>, but that will be for a relatively short period. Another aspect will have an impact in a year or two. It is the fact that\u00a0we are\u00a0in the middle of the year<\/strong>, a period which many firms is when they start to think about the following year, when budgets start to be proposed and signed off. This timing is critical, as taking into account the crisis, it is very hard for firms today to look ahead to measures for 2021 or even 2022, which would normally be decided in the next six months.<\/p>\n

So the current situation could be a deciding factor for many projects…<\/strong>
\nSuch a moment \u2013 and that often happens with sailing projects, when something serious happens \u2013 is\u00a0a real test of the strength of the partnership<\/strong>. There are bound to be firms who will want to reduce their budgets, but what I can see around me is that most firms involved in sporting sponsorships are sticking with them. Sometimes they have to adapt, but\u00a0there is clear loyalty here<\/strong>. Even if 2020 is not going to be brilliant in terms of major communication campaigns, we have examples of companies, which in spite of their own difficulties, are going to continue to support the projects they have signed up for. There is\u00a0a \u201cgood times –\u00a0bad times\u201d\u00a0impact<\/strong>, which tells us a lot and is very positive.<\/p>\n

Do you think that this may even strengthen their commitment?<\/strong>
\nYes, I think that what is happening now will have a real impact in the sense that it will result in a rebuilding process:\u00a0firms are going to have to rebuild confidence and their business<\/strong>. I love everything to do with brands in general and it is interesting to see that some brands have completely changed their strategy, like LVMH for example, who have got involved to show their best side. On the contrary, some have seen their support dwindle. I won\u2019t mention any names. That shows that in times like these,\u00a0there is something of a paradox<\/strong>: on the one hand, there is the need to cut budgets and that means cutting spending on communication and sponsorships and on the other hand, there is\u00a0a real need to invest in the brand<\/strong>. It\u2019s a bit of a tightrope. Not everything can stop and firms are going to be forced to deal with the questions thrown up by the crisis concerning our planet\u2019s needs. Particularly as this social aspect is something their clients are looking for, as well as their staff.<\/p>\n

“The idea of a virtual stadium, which has always existed in sailing, takes on a whole new meaning today\u201d<\/strong><\/p>\n

What does sailing have to offer in this context?<\/strong>
\nSailing can offer a lot. When you look at the economic models in sport in general, they rely on three features: TV rights, the commercial aspect \u2013 with sponsorship and advertising \u2013\u00a0and the sales element, in other words ticketing, hospitality, etc\u2026 Sports which rely on TV rights and ticket sales, such as football, are today in a tricky position. Sailing for which sponsorships are the main feature, may also be affected if budgets are cut. But\u00a0it is a sport where there has always been the idea of a virtual stadium<\/strong>, particularly for offshore racing, as by its very nature, we don\u2019t get to see the sailors. This idea of a virtual stadium takes on\u00a0a whole new meaning today<\/strong>. We have seen that the figures for online media have grown exponentially in the past few months with a trend that is set to become the new norm with increased working from home and reductions in travel. All of these things mean people will want to escape, experience adventures and dream. More than ever\u00a0people are going to need content that makes them dream<\/strong>\u00a0and take them to places they cannot go to and sailing is perfect for that.<\/p>\n

Does that mean that for a race like the<\/strong>\u00a0Vend\u00e9e Globe, they could cope this year with just the virtual element and leave the crowds to one side?<\/strong>
\nI don\u2019t want to enter that debate, but I do know having experienced the start of a Vend\u00e9e Globe with BT,\u00a0there is nothing like the magic you find in the Village<\/strong>. It is an experience that nothing can replace.\u00a0But having been involved in a campaign in the last Volvo Ocean Race,\u00a0during which\u00a0we really stressed the content created<\/strong>\u00a0by the teams at sea in incredible conditions, I understand that\u00a0there is real value in that and a solid return on investment for the firms<\/strong>, which some races may not be making the most of.<\/p>\n

Do you see sailing having other advantages for sailing which will help it get through this crisis?<\/strong>
\nYes, another advantage is\u00a0the experiential side offered by sailing<\/strong>. When you are a spectator on the water at the start of a race or when you are invited aboard a race boat, you experience some very memorable, very special often unique moments, and when your brand is associated with that moment, there is a real transposition from one to the other. In the context where, over the next two to three years, there will be far fewer events, conferences and so on, all these big mass events that bring together a lot of people,\u00a0people will be required to or may prefer to meet within smaller, more exclusive groups<\/strong>\u00a0to enjoy these strong experiences. Sailing has a real card to play in its favour, because it’s one of the sports where you can offer this experiential side.<\/p>\n

“Sailing remains a financially accessible sport which will also count in the coming years”<\/strong><\/p>\n

What of the actual values \u200b\u200bconveyed by sailing in this particular period?<\/strong>
\nThey are more relevant than ever. In a context where we are seeing\u00a0the return of people, humans, in all conversations<\/strong>, including professional ones, sailing\u2019s values \u200b\u200bconstitute\u00a0a real opportunity to help companies rebuild themselves around positive messages<\/strong>. Among many companies there is a tendency today to rework their positioning to embrace caring human values and real authenticity even if these values are nearly always joined to business objectives.\u00a0A sailing project can help them amplify this message<\/strong>, especially since sailing has real legitimacy in the contexts of the environmental aspect or the impact we have on our planet, say, much more than Formula 1 or motor sport. Another point:\u00a0sailing remains a financially accessible sport<\/strong>, which will also count in the years to come. One of the companies we were in discussion with was almost surprised at the (small) size investment required in relation to the returns that we could offer.<\/p>\n

Today, many sailing and racing projects are associated with an environmental cause, is there not a risk of trivialising the topic?<\/strong>
\nI have two answers on this: on the one hand, as I have just said, I find that\u00a0sailing has real legitimacy in terms of sustainability<\/strong>, but I actually think that it is so legitimate that it will become almost secondary and render itself self-limiting. Sailing is a communication platform that can allow people to talk about other things.\u00a0There are many other causes in broader society in which sailing can play a role<\/strong>, it can be related to diversity for example.<\/p>\n

Finally, to hear you, sailing, despite this crisis it will go through, has reason to be optimistic?<\/strong>
\nYes, I’m more of an optimist, I don’t think that everything will stop and that tomorrow everything will be very dark. But\u00a0I think there is a lot of work<\/strong>, I am not saying that it will not be easy, but I am optimistic.<\/p>\n

Photo: The Ocean Race<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

With the\u00a0Covid-19 pandemic affecting the whole planet, it has meant\u00a0a great deal of uncertainty for sport in general\u00a0and sailboat races are no exception. To try to get to grips with the new situation, Tip & Shaft\u00a0is carrying out\u00a0a series of five interviews about the future of sail racing. Our third guest,\u00a0Nathalie Qu\u00e9r\u00e9\u00a0is an expert in sponsorships, she works as a consultant and managing director of\u00a0W Ocean Racing, a management company involved in sailing which she co-founded with the Australian skipper,\u00a0Chris Nicholson.<\/p>\n","protected":false},"author":4,"featured_media":26481,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[251,257,282,352],"tags":[],"class_list":["post-26483","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-eco-business-en","category-imoca-en","category-the-ocean-race-en","category-vendee-globe-en"],"yoast_head":"\nNathalie Qu\u00e9r\u00e9: "Sailing can help companies rebuild themselves around positive messages" - Sailorz<\/title>\n<meta name=\"description\" content=\"French consultant in sponsorship Nathalie Qu\u00e9r\u00e9 gives her view about how sailing can help companies to communicate about positive messages in time of crisis\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sailorz.com\/en\/the-ocean-race-2\/nathalie-quere-sailing-can-help-companies-rebuild-themselves-around-positive-messages\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nathalie Qu\u00e9r\u00e9: "Sailing can help companies rebuild themselves around positive messages" - 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