Do you know what Geocaching is? Perhaps you should study up if you want Garmin as a sponsor.
Garmin will become the ‘Official Marine Electronics Supplier’ for the new fleet of Clipper 70s to be used in the Clipper 2013-14 and Clipper 15-16 Round the World Yacht Races. The company will provide navigational electronics for the 12 yachts managed by Clipper Ventures PLC.
Garmin is perhaps more widely known for its sponsorship of the Team Garmin-Cervélo cycling team which fits the sponsorship policy of the company nicely. That policy includes some interesting specifics, that shows why sponsorship proposals should always be tailored to the brand rather than offering generic benefits.
For example:
- Product Placement - Garmin is always looking for new and innovative ways to get our products in front of the consumer — product placement is one of these vehicles we are eager to utilize.
- Geocaching - Garmin is a strong supporter of the geocaching community.
- National - Garmin sponsors events or people with a national presence that will facilitate national activation of a marketing promotion.
- Competition - Garmin sponsors national and regional sporting events/races that are professionally organized and offer the ability to reach a large group of people.
Nigel Craine, Marine OEM Sales Manager, Garmin Europe Ltd, said of the Clipper deal:
“Garmin is proud to be the new marine electronics provider for the Clipper 13-14 and Clipper 15-16 Round the World Yacht Races and we look forward to following the international crews on the twelve Clipper 70s as they race around the globe. This exciting association with Clipper will bring added value to our brand and extend Garmin’s growing presence in the racing sector.”
Clipper Race Director Jonathan Bailey said:
“We’re pleased to have Garmin on board as an official supplier for our new fleet of Clipper 70s. As a major global brand Garmin recognises the value in being associated with the world’s longest yacht race and we look forward to working with them over the coming months and years.”
Clipper Chairman Sir Robin Knox-Johnston said:
“The Clipper Race offers its many partners and sponsors the opportunity to promote their brands on a global stage. We recognise that a brand like Garmin with its global reach and timely support can contribute to the future success of the race and we’re thrilled to have them on board as the Official Marine Electronics Supplier for our new fleet of Clipper 70s.”
