Return on Investment
Can an Extreme Offshore Sailing project give substantial return on investment (ROI)?
In general, the experience of the participants in Extreme Offshore Racing like the Vendée Globe, Route du Rhum and the Transat Jacques Vabre, is that money spent on this kind of projects return up to six times the value of money spent on traditional media, be it for internal or external communication.
The purpose is internal communication for most companies engaged in Extreme Offshore Racing. To strengthen the brand within the organization. Let’s take an example:
Maître CoQ, a French poultry company, equivalent of Kronfågel in Sweden, have a long history of participations in the Offshore Sailing circuits. The normal employees spend their days cutting chicken. But the proudness of being part of something bigger, working for a very strong brand makes employees more motivated, proud and put more efforts in to the company they work for.
What is the value of proud motivated employees being part of such a powerful event? Internal communication is extremely powerful.
In addition, Christophe Guyony, CEO of Maître CoQ, who were winners of the Vendée Globe with Yannick Bestaven in 2020 says about the values of the external communication:
“We see the order of magnitude to be around 4.5 million euros, but there were so many articles at the finish that we would need to provide specific means to find all mentions in the press, which I did not do. On the other hand, we noticed that our overall awareness rate had risen by two points, and seven points for our core target market. These results are way beyond what we expected, because we did not set out to win the Vendée Globe, it is a good investment / impact ratio for Maître CoQ”. Source: Tip & Shaft.
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