GSI EVENT STUDY / HEMPEL SAILING WORLD CHAMPIONSHIPS AARHUS 2018
Sponsorship
Title Sponsor Hempel A/S As part of its title sponsorship, the company activated stakeholders extensively both internally and externally. Thanks to television broadcast and a specific communications strategy, the brand was visible globally. Internally, the company activated employees by engaging and rewarding them with prizes such as hospitality at the event, as well as providing a company awayday with a focus on sailing. Hempel developed a sailing eSports game which saw employees competing against one another across the globe on a weekly basis. The game promoted teamwork by rewarding players with additional points for performing actions which helped the team progress. Hempel contributed to the host city by donating 400 lifejackets to local sports clubs participating in the Maritime Festival. The lifejackets were donated following the event leaving an equipment legacy for the sailing clubs involved. Furthermore, Hempel activated external stakeholders at the Maritime Festival site with a pavilion which provided spectators with the opportunity to learn more about the company and its sustainable approach to business. Additional activations included providing press with welcome kits containing information, press releases and images from the company as well as key contact details to Hempel staff. Hempel also provided all sailors and support staff with bags to carry all of their race information, labels and clothing in following registration. Tall ships moored in the harbour acted as a hospitality opportunity which the organisers sold to its commercial partners, offering a unique, once-in-a-lifetime experience. COMMERCIAL LEGACY On 1 November 2018, at the World Sailing Annual Conference, Hempel was announced as the official coatings partner of World Sailing in a wide-ranging deal. Hempel also became title sponsor of the World Cup Series between 2019 and 2022 and of the 2019 Youth Sailing World Championships in Gdynia, Poland. In addition, Hempel is also an official event partner of the 2020, 2021 and 2022 editions of the Youth Worlds and Para Worlds, the Offshore World Championships as well as the 2022 Sailing World Championships in The Hague, Netherlands. Away from World Sailing events, Hempel has also put its name to the World Sailing Team of the Year Award, which will be handed out for the second time in 2019.
"The Hempel Sailing World Championships Aarhus 2018 was a global success for World Sailing and for Hempel. The global reach of the event and activation within Aarhus and Denmark truly inspired the city and millions of people worldwide‌" Kim Andersen President World Sailing
"Based on the positive experience we had as title sponsor at the Sailing World Championships this summer, we feel it is natural to continue the great collaboration. We wish to become a long-term active partner, who makes a difference for sailing while, at the same time, Hempel is exposed globally as part of our global growth strategy" Henrik Andersen Group president and CEO Hempel A/S
The deal marks a significant commercial legacy from the championships.
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