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Sponsoring + mediacoverage = good business
Casestudy - Volvo Ocean Race: return on investment
- Television coverage producing a cumulative audience of 2.0 billion viewers.
- Print media coverage of over 15,000 published articles in 11 territories, creating in excess of 686 million unique readers
- Over three and a half million unique visitors to the official website
- More than a billion listeners to radio race coverage
- 200% - 300% return on investment on media exposure alone for syndicates
- High socio-economic grouping with 37% of those aware of the race categorised as ABC1
- Awareness of competing teams increased by up to 30%
- Proven track record as a business to business and internal engagement tool
Moreover
ABN AMRO's objectives were to raise brand profile, engage employees and develop client relationships. As far as we can tell every box was ticked. Media exposure was huge, the brand gains were good and 50 percent of the employees became directly involved in related events and activities.
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