{"id":35523,"date":"2021-05-25T14:42:52","date_gmt":"2021-05-25T12:42:52","guid":{"rendered":"https:\/\/www.tipandshaft.com\/?p=35523"},"modified":"2021-05-25T14:42:52","modified_gmt":"2021-05-25T12:42:52","slug":"vendee-globe-the-view-of-the-sponsors","status":"publish","type":"post","link":"https:\/\/sailorz.com\/en\/vendee-globe-en\/vendee-globe-the-view-of-the-sponsors\/","title":{"rendered":"Vend\u00e9e Globe: The view of the sponsors"},"content":{"rendered":"

The\u00a0Vend\u00e9e Globe 2020-2021<\/strong>\u00a0prize giving ceremony<\/a> took place on Saturday in Les Sables d’Olonne, and as such is a great opportunity for Tip & Shaft to take stock of this ninth editio<\/strong>n, seen from the side of the skippers’ sponsors. The results can mostly be considered to be very positive, hence the desire of many to sign up for the next four years, most often with increased budgets and greater ambitions.<\/em><\/p>\n

“Exceptional”<\/em>,\u00a0“very satisfying”<\/em>,\u00a0“enormous spinoffs”<\/em>…… at this time when we take stock of the Vend\u00e9e Globe, the sponsors which Tip & Shaft interviewed (almost all) rivalled each other to find new superlatives. It must be said that this ninth edition, of course this time contested in a particular context of the health crisis,\u00a0broke all records<\/a>, in particular audience and returns for the race.<\/p>\n

“This Vend\u00e9e Globe has been\u00a0excellent from a communication point of view<\/strong>\u00a0not just because there was less competition from other events but also because sailing, in these times of Covid, brought\u00a0a welcome relief, a breath of fresh air<\/strong>“,<\/em>\u00a0summarizes\u00a0Franck Vall\u00e9e<\/a>, head of\u00a0Initiatives<\/strong>, one of Sam Davies’ three partners.<\/p>\n

This has also resulted in record return for most of the sponsors:\u00a0“For us,\u00a0the returns show a multiplier of fivefold<\/strong>\u00a0compared to the race four years ago,”<\/em>\u00a0said\u00a0Adrien Peyroles<\/a>, CEO of\u00a0Bureau Vall\u00e9e<\/strong>, sponsor of Louis Burton. Though he does not want to reveal the figures in question, explains the reasons for the growth:\u00a0“Firstly because during the confinement, the skippers, and in particular Louis, were interviewed a lot about their life of isolation, then because the wider world is now engaged in the world of Imoca, finally because it was a really super close race. “<\/em><\/p>\n

Such returns usually evaluated in advertising purchasing equivalent are calculated for many sponsors by specialized firms. From those who agree to communicate them there are\u00a0very disparate results<\/strong>\u00a0depending on the calculation methods, the periods taken into the account and the objectives of the study itself (just for the sponsor or the sponsor and the skipper…)<\/p>\n

A good return on investment<\/strong><\/div>\n

Charal, partner of J\u00e9r\u00e9mie Beyou,\u00a0recently said<\/a>……“for the Vend\u00e9e Globe itself 3.5 million euros of return in terms of equivalent purchase of ad space for the brand Charal and 12 million for J\u00e9r\u00e9mie Beyou.”<\/em>\u00a0Fr\u00e9d\u00e9ric Come<\/a>, brand and sponsorship director of\u00a0Apivia<\/strong>, speaks for his part of an\u00a0“equivalent purchase of ad spaces close to\u00a030 million euros<\/strong>“<\/em>\u00a0during the Vend\u00e9e Globe of Charlie Dalin.\u00a0Adrien Geiger<\/a>, international director of\u00a0L’Occitane<\/strong>\u00a0(Armel Tripon), estimates\u00a0“the media impact of the image partnership at around 10 million euros”<\/em>,\u00a0Philippe Hassel<\/a>, communication director of\u00a0Apicil<\/strong>\u00a0(Damien Seguin) at\u00a0“about 28 million over one year”<\/em>,\u00a0Eric Mollard<\/a>, his counterpart at internal communications for\u00a0MACSF<\/strong>\u00a0(Isabelle Joschke) allocates\u00a0“7 million in all to the Vend\u00e9e Globe.”<\/em><\/p>\n

These figures are quite different to those proposed by\u00a0Christophe Guyony<\/a>, CEO of\u00a0Ma\u00eetre CoQ<\/strong>, who were winners of the Vend\u00e9e Globe with Yannick Bestaven:\u00a0“We see the order of magnitude to be around 4.5 million euros, but there was so many articles at the finish that we would need to provide specific means to find all mentions in the press, which I did not do. On the other hand, we noticed that\u00a0our overall awareness rate had risen by two points<\/strong>, and seven points for our core target market.\u00a0These results are way beyond what we expected<\/strong>, because we did not set out to win the Vend\u00e9e Globe, it is a good investment \/ impact ratio for Ma\u00eetre CoQ.”<\/em>\u00a0Who according to its CEO, invested around 4 million euros over the entire campaign.<\/p>\n

CEO of\u00a0Medallia<\/strong>\u00a0Leslie Stretch<\/a>\u00a0added, “We’ve had a massive response. We track all the digital impressions. This event attracts many more eyeballs than all the conventional sports that people think are high value. It’s been fantastic for us.\u00a0We’re the first American company to get involved<\/strong>\u00a0since I think Duracell back in the day and Pip has been the perfect ambassador for us, so it’s a huge win.”\u00a0\u00a0<\/em><\/p>\n

In Germany\u00a0Boris Herrmann’s media return has been enormous<\/strong>\u00a0in a country which did not know or follow the Vend\u00e9e Globe. He has been able to expand\u00a0his sponsor family to seven<\/strong>, adding Zurich Group AG and Hapag Lloyd to their core group of key sponsors who will underwrite Herrmann’s ambitious new boat programme to do The Ocean Race and the 2024 Vend\u00e9e Globe. At\u00a0Kuehne + Nagel<\/strong>\u00a0International AG,\u00a0Otto Schacht<\/strong>, member of the management board responsible for sea sogistics highlights, “Our partnership is based on our common core message around ocean health, marine conservation and climate protection. And we are delighted to embark on the new five year engagement including The Ocean Race 2022\/23 and the Vend\u00e9e Globe 2024\/25. The partnership will continue to focus on ocean science and education as well as joint key actions to enable CO2 visibility and CO2 reduction<\/em>.”<\/em><\/p>\n

CEO of\u00a0Best Western France<\/strong>, co-partner of Romain Attanasio,\u00a0Olivier Cohn<\/a>\u00a0relays, for his part “a very important multiple, beyond what we expected”,<\/em>\u00a0but also “a very positive qualitative assessment<\/strong>\u00a0on the impact on our wider network: it gave a strong motivation to our teams and our managers, there is a real element of the employer satisfaction and motivation to take into account. “<\/em><\/p>\n

“Our commitment has
\nincreased the brand value “<\/strong><\/em><\/div>\n

Alexandre Fayeulle<\/a>, boss of\u00a0Advens<\/strong>, the partner of Thomas Ruyant – with an annual investment of “2.5 to 3 million euros without counting the boat” -, also highlights this qualitative aspect:\u00a0“Our project has a double impact, both societal and communication<\/strong>. Regarding the first, the results are quite exceptional, since the recognition and knowledge of LinkedOut has made a huge leap, which enabled more than 200 companies to be get involved in inclusion and employment of more than 50 people. And from an economic point of view, despite the fact that we offered the naming to LinkedOut,\u00a0we had a big boom in terms of profile<\/strong>\u00a0because we were so often cited as a textbook case in the field of sports sponsorship. It has greatly enhanced the brand, it has also enabled us to elevate our status in the market with major accounts, but also to have a huge outreach at the level of the employer appeal to attract new talent and retain talent. “<\/em><\/p>\n

When asked if\u00a0their investment had a direct impact on their business’ turnover<\/strong>, some of our respondents are convinced:\u00a0“The Bureau Vall\u00e9e network has grown by 20% this year, it is difficult to quantify the contribution of the Vend\u00e9e Globe, but it obviously helped,<\/em>\u00a0“said Adrien Peyroles. “In one year, we have increased our customer base by 20%, that is not just linked to sailing, but it has played\u00a0a certain role in this commercial dynamic<\/strong>“,\u00a0<\/em>adds Fr\u00e9d\u00e9ric C\u00f4me.<\/p>\n

The positive image conveyed by sailing sponsorship made\u00a0Eric S\u00e9tin<\/a>, CEO of the group of the same name, which invested 700,000 euros in Manu Cousin’s campaign, confirm “I am unable to measure the economic impact of the partnership. What I do know, however, is that\u00a0it made it possible to open new client accounts<\/strong>\u00a0and strengthen our ties with them.”<\/em>\u00a0Co-founder of\u00a0V and B<\/strong>, co-partner of Maxime Sorel (700,000 euros of investment per year),\u00a0Jean-Pierre Derouet<\/a>\u00a0explains: “Our franchisees in the middle or the east of France did not always understand why we put money in the sailing with the Vend\u00e9e Globe but then they saw the impact of this investment<\/strong>\u00a0because their customers came to see them and told them that they had seen V and B on TV. “<\/em><\/p>\n

Ark\u00e9a and Paprec are back…….
\ndespite difficulties<\/strong><\/div>\n

This was not so much the the case with\u00a0Ark\u00e9a Paprec<\/strong>\u00a0as S\u00e9bastien Simon’s Vend\u00e9e Globe stopped in South Africa, putting an end to a campaign which, on the other hand, did not really meet the expectations of its partners.\u00a0“We are not going to hide the fact that\u00a0it was a complicated experience<\/strong>, punctuated by breakages and real difficulties with the project, but these difficulties helped to unite us and create conditions for the future”,<\/em>\u00a0explains\u00a0C\u00e9dric Malengreau<\/a>, director of the communication at Ark\u00e9a. Despite difficulties, the two partners\u00a0have decided to come back for the next Vend\u00e9e Globe,<\/strong>\u00a0with a new boat and a team assembled from scratch, which will not include either S\u00e9bastien Simon or Vincent Riou, whose contracts will not be renewed at the end of the 2021 season.<\/p>\n

“We were not satisfied with this collaboration. We had the feeling that we were going through the mill with these events a lot. So\u00a0we want to go back but not to be in the driver’s seat<\/strong>. We could not identify a vision which we shared with S\u00e9bastien who wanted to manage his structure,”\u00a0<\/em>confirms\u00a0S\u00e9bastien Petithuguenin<\/a>, CEO of Paprec Group. They promise announcements at the end of the year\u00a0“to a timing which is not disturbing for the team in place that has a very good chance to do well in the Transat Jacques Vabre.”<\/em><\/p>\n

The time for decisions is approaching<\/strong><\/div>\n

Like Ark\u00e9a and Paprec,\u00a0many sponsors who were on the the 2020 edition have every intention of doing this again in 2024<\/strong>, with some already official announcements: this is the case of Charal with J\u00e9r\u00e9mie Beyou, partners of Boris Herrmann (joined by other sponsors), from Best Western, with Romain Attanasio, accompanied by an ambitious new co-sponsor,\u00a0Fortinet<\/strong>\u00a0(see our interview<\/a>\u00a0with its vice-president, Patrice Perche), from Medallia with Pip Hare, from DMG Mori with Kojiro Shiraishi and d’Apicil with Damien Seguin, on the \u00a0condition of finding a co-partner.<\/p>\n

As for those we interviewed and who have not yet spoken officially, the time for decisions is approaching: V and B have summoned the the press on May 31 in Laval. To announce a new campaign and a new boat?\u00a0“We want to be there,\u00a0Maxime’s plan is to have a new boat, but we can’t go there alone,<\/strong>\u00a0so we’re looking for a co-sponsor, we’re waiting for answers, it’s a matter of days”<\/em>\u00a0, answers Jean-Pierre Derouet of V and B.<\/p>\n

Alexandre Fayeulle at Advens makes no secret of what will happen next: “I found this sponsorship to be a great tool, so as long as everyone is happy, we will continue. Like Thomas, I like winning, so\u00a0the goal is to give yourself the means to aim as high as possible<\/strong>. That might be with a new boat if we judge that it will allow us to perform better than the current optimized one.”<\/em><\/p>\n

Reflection is in full swing at Ma\u00eetre CoQ, as Christophe Guyony confirms:\u00a0“When we come out of a victory like this we either say to ourselves that we have reached the Grail and we stop, or we do it again, knowing that in this case, your skipper does not set out to make up the numbers.\u00a0Yannick has ambitions, which means changing boats<\/strong>, we are thinking about the things we could do if we had to set off again. Our partnership ends at the end of June, we will make the decision by then.”<\/em><\/p>\n

Same reflection on the side of Initiatives –\u00a0“We don’t want to stop here”,\u00a0<\/em>comments Franck Vall\u00e9e – and at Apivia:\u00a0“When we started, we did not necessarily imagine continuing beyond four years, but as the podiums have been achieved back to back it’s tempting to go on<\/strong>,”\u00a0<\/em>explains Fr\u00e9d\u00e9ric Come.\u00a0Charlie is looking for the win, he wants the best so that means a new boat, we understand that, we will take a position later in the year.”<\/em><\/p>\n

At MACSF, Eric Mollard also speaks of “still thinking”, adding:\u00a0“If we decide to continue, there will be\u00a0no change of boat<\/strong>.”<\/em>\u00a0No change of boat either for the S\u00e9tin Group, sponsor of Manu Cousin:\u00a0“We have a moral commitment with Manu that we will continue to support, we are doing a big job at Mer Agit\u00e9e to optimize the boat.”<\/em>\u00a0At La Mie C\u00e2line, the question “is not settled”, according to David Giraudeau, who adds:\u00a0“The file is one of the potential finalists for our sponsorships but what is certain is that we are not going to start building a boat now. We will make our decision in June.”<\/em>\u00a0As many other sponsors…<\/p>\n

Photo :\u00a0Jean-Louis Carli \/ Alea<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The\u00a0Vend\u00e9e Globe 2020-2021\u00a0prize giving ceremony took place on Saturday in Les Sables d’Olonne, and as such is a great opportunity for Tip & Shaft to take stock of this ninth edition, seen from the side of the skippers’ sponsors. The results can mostly be considered to be very positive, hence the desire of many to sign up for the next four years, most often with increased budgets and greater ambitions.<\/p>\n","protected":false},"author":4,"featured_media":35458,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[257,352],"tags":[],"class_list":["post-35523","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-imoca-en","category-vendee-globe-en"],"yoast_head":"\nVend\u00e9e Globe: The view of the sponsors - Sailorz<\/title>\n<meta name=\"description\" content=\"Tip & Shaft to takes stock of the ninth edition of the Vendee Globe, seen from the side of the skippers' sponsors.\" \/>\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\/vendee-globe-en\/vendee-globe-the-view-of-the-sponsors\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vend\u00e9e Globe: The view of the sponsors - 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