GSI EVENT STUDY / HEMPEL SAILING WORLD CHAMPIONSHIPS AARHUS 2018
Sponsorship
Commercial Strategy Aarhus 2018 The Aarhus 2018 Organising Authority’s commercial programme commenced in 2017. The commercial team was responsible for developing a commercial strategy and subsequently securing partners for the event. The commercial strategy aimed to secure a title sponsor for the event, above two main partners, with a number of official partners, suppliers and foundations beneath.
Key objectives •
Offset event costs by bringing in commercial revenue
•
Partner with brands which share the values of sailing and of the Organising Authority
•
Generate added value for sponsors via a hospitality programme
Marketing the event domestically was successful thanks to Denmark’s history in the sport of sailing and the opportunity for Aarhus to host a major international sports event which would be broadcast globally. Being a non-ticketed event, it was important for the organisers to develop added value for its sponsors and partners , which led to a hospitality programme being introduced. The programme provided opportunities for sponsors to attend the event with VIP access to a lounge, reserved seating within the grandstand and multiple ‘experiences’ which included boat tours, tall ship excursions and drinks receptions. The hospitality programme proved popular with the commercial partners but was delivered separately to World Sailing’s own hospitality programme. It was noted that the time invested in developing and delivering the hospitality programme was significant, highlighting that this may be more efficiently delivered if outsourced to a third party, or if dedicated staff were recruited within the Organising Authority.
INTERVIEWS Martin Vrist Christensen Commercial Manager Aarhus 2018 Organising Authority
More details on the commercial programme can be found within the sponsorship chapter.
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