Wednesday, October 7, 2009

Let's look at the numbers

The Volvo Ocean Race is a great place to dig into the numbers that show that sailing does, indeed, deliver for sponsors. It has a global reach that is incredibly unique in the sponsorship marketplace due to its 9 month duration and its physical touch points in most of the worlds major markets.

The preliminary numbers from the first half of the 2008-9 VOR are outstanding, both in their absolute size and also in their growth from the 2005-6 race.
  • In the first 5 months of the race, 2.41 million unique visitors visited, up 39% for the same period in 2005-6.
  • In the first 5 stopovers, the total number of spectators to pass through the turnstyles of the race village was 2,350,392. This is a 250% increase over the first 5 stopovers of the 2005-6 race
  • The pro-am race day in Alicante brought 68,400 people to the village, while the total stopover attendance was 937,000 people.
  • Cochin India, by comparison, brought in a total of 811,677 people with a peak day attendance of 107,289. Yup over one hundred thousand people in the race village on a single day. You'd have to see it to believe it....From being there I can assure you that it was absolutely amazing.
Unfortunately we don't have data from the individual teams that participated in 2008-9 quite yet. However, we will look at two examples from 2005-6 to set a base line; Ericsson and ABN Amro. Here are some very top line results their sponsorships in 2005-6;

Ericsson 2005-6:
  • Estimated their media value benefit at US$ 65 Million.
  • Put on 500 B2B focused events where they entertained 4,600 decision making customers at the Executive, VP, and Senior level.
  • Engaged employees through over 100 seminars and workshops focused around the race.
  • Estimate their total value of sponsorship at close to US$100 Million, which is a 450-500% ROI.
ABN Amro:
  • Estimated their media value benefit at US$ 77 Million.
  • Entertained 35,000 key customers and clients worldwide
  • Engaged employees and developed corporate pride as demonstrated by the 25 Million intranet hits that their employees generated on the team's website.
  • Measured their tangible total economic return on investment at 600%


Anonymous said...

This is a great perspective from Juan K. I highly recommend reading this:

traffic said...

Thanks for these very good article. I kept on nodding with the every word you say.

Online Traffic School Florida

Traffic Ticket Dismissal said...

Matt.. Good stats that have been mentioned i loved reading the numbers. Good post as it is more informative and more people want to share information, as long as we have good controls over that and I think that's really where the world is going on.

Traffic Ticket Dismissal Texas

California Traffic School said...

numbers look pretty good and makes sense. Somehow located your blog while searching and i think you can start posting information as it's old post. thanks again and keep updating.

- Steve Mack
Traffic School Online

indiana defensive driving said...

hard hitting facts and nice read Matt..!

drivers ed said...

interesting read.