A great example of how to impress sponsors by demonstrating recent partnership success stories. Results, positive testimonials, across several sponsor categories, with visuals of the sponsorship execution to support

1. clipperroundtheworld.com
CLIPPER RACE
CASE STUDIES

2. THE CLIPPER RACE
SEVEN ENGAGEMENT PLATFORMS

3. TEAM SPONSOR | Welcome to Yorkshire
BUSINESS PLATFORM | Brand awareness and association
OBJECTIVE | To increase the number of American visitors to
www.yorkshire.com and boost the region's tourism economy.
ACTIVATION | To coincide with the Clipper 09-10 Race stopover in New
York, Welcome to Yorkshire launched a TV advert focused on the region's
heritage at a high profile reception attended by the city's top travel writers
and journalists. The following day, the guests were invited to sail on board
the Yorkshire entry, Hull & Humber, against the spectacular backdrop of the
Manhattan skyline. The advert was aired in 10,000 New York yellow taxis
over a month-long campaign.
OUTCOME | Welcome to Yorkshire reported a dramatic 118% increase in
traffic to its website from the USA. It is thought to be the first time any
tourism agency in the UK has undertaken such a marketing campaign.
At the World Travel Awards in 2012, Welcome to Yorkshire won the best
marketing campaign for the second successive year.
EXERT FROM | The Guardian
“Yorkshire has seen an increase in spend from £33 million in 2008 to £43
million in 2009 and £59 million the following year. The trend continues; and
although you might have thought that the term 'Yorkshire' was pretty well-
known, initiatives such as entering the Clipper Race and bidding to bring the
Tour de France to the boulevards of Leeds have kept up the pace”.
Our aim is to really get home the message that Yorkshire is an amazing destination and that
we are very serious about courting the American market. Our selling pitch heavily features
the region's heritage and outdoors offering which the American public absolutely adore. It
has been an incredibly inspiring week with lots of enthusiasm and warmth for Yorkshire and
its people.
WELCOME TO
YORKSHIRE TARGET
THE US TOURISM
MARKET
NEW YORK
TAXI CAB
CAMPAIGN
“ QUOTE | Gary Verity, CEO, Welcome to Yorkshire
In each of the 14 ports visited, Clipper Race partners have the opportunity to activate their
sponsorship through an innovative and proven business model. Race by race, partners continue to
use the event to deliver against their objectives. We have an extensive library of case studies which
illustrate the seven Clipper Race platforms. Here is a selection of examples.
THE CLIPPER RACE
SUPPORTING CASE STUDIES
BRAND AWARENESS AND ASSOCIATION
“

4. FLEET SPONSOR AND OFFICIAL TIMEKEEPER | Rotary Watches
BUSINESS PLATFORM | Brand awareness and association
OBJECTIVE | To launch the Rotary Ultra Slim range to market via a multi-
media campaign to support the brand's values and associated lifestyle.
ACTIVATION | Using one of the Clipper 68 foot ocean racing yachts with
custom branding, Rotary Watches commissioned a TV production company
to film an advert showcasing the new Ultra Slim range to assert itself as the
brand of choice for ordinary individuals looking to achieve extraordinary
things. The storyboard reflects the daytime energy and excitement of sailing
followed by a celebratory meal, with the appropriate timepiece in both
environments. The advert was launched to market in September 2011 to
capture Christmas sales.
OUTCOME | Rotary reported a 20% growth in sales during 2012 aided by
exposure the Aquaspeed brand received through with the Clipper Race
partnership. In addition the company embarked on a highly successful
television advertising campaign – the first in 20 years – highlighting its
involvement with the Clipper Race and encouraging viewers to achieve
something extraordinary in line with the ethos of the race.
Rotary Aquaspeed reached a cumulative global audience of over 700 million
people through news media coverage and exposure in the Clipper Race
television documentary, Against the Tide 2, generating an equivalent PR
value in excess of £10 million.
OTHER PARTNERSHIP SUCCESSES | Rotary also achieved success in its
engagement with a global network of distributors through its use of premium
hospitality opportunities offered by the Clipper Race in destinations such as
Cape Town and New York, where guests were hosted on sailing days and
entertained at bespoke networking events in port.
The use of brand ambassadors on the last Clipper Race was another
success story as customers and retailers across the world were engaged by
captivating online content as they followed two crew members taking part in
the race. The ambassadors for the Clipper 13-14 Race, who will wear
Rotary Aquaspeed timepieces on their round-the-world adventure, will be
announced following the Clipper Race Crew Allocation in May.
OBJECTIVE | To launch the Rotary Ultra Slim range to market via a multi-
media campaign to support the brand's values and associated lifestyle.
ACTIVATION | Using one of the Clipper 68 foot ocean racing yachts with
custom branding, Rotary Watches commissioned a TV production
company to film an advert showcasing the new Ultra Slim range to assert
itself as the brand of choice for ordinary individuals looking to achieve
extraordinary things. The storyboard reflects the daytime energy and
excitement of sailing followed by a celebratory meal, with the appropriate
Our sponsorship generated a significant growth in sales for the Aquaspeed brand, featured
in a highly effective television commercial, gave us a global platform to engage with
distributors and retailers, and provided exciting online and social media interaction with
customers, including the production of a special APP, Aquaspeed 2.
TV ADVERT FILMED ON
BOARD A CLIPPER
RACE YACHT
ROTARY TV
ADVERT FOR
AQUASPEED
WATCHES
“ QUOTE | Victoria Campbell, Managing Director, Rotary Watches
“

5. TEAM PARTNER AND OFFICIAL FOOTWEAR SUPPLIER | Rockport
BUSINESS PLATFORM | Brand awareness and association
OBJECTIVE | Brand profiling across international growth markets in Asia
ACTIVATION | Rockport's trade teams and media teams hosted two special
events in Singapore and Qingdao to drive awareness of their involvement in
the marine sector. Key fashion media were invited to join the crew of New
York for a session of sailing followed by a photo-call and then interviews with
key personalities involved in promoting Rockport within the Clipper Race
including Sir Robin Knox-Johnston as well as the skipper of New York,
Gareth Glover and media ambassador Liz Allen.
OUTCOME | After the events in Qingdao and Singapore, Rockport received
extensive coverage across Asia delivering excellent profiling in new markets,
appearing in men’s lifestyle publications such as Esquire Asia and CEO
magazine.
The iconic images taken have been used to create marketing collateral for a
2013 in-store and online social media and website promotion in all key
markets.
Both Singapore and Qingdao were key destinations for Rockport during Clipper 11-12 and
our involvement with the race provided the ideal platform, allowing us to secure key industry
media attendance as well as to develop important industry links.
TEAM PARTNER
ROCKPORT USE A
PRODUCT PLACEMENT
PHOTOCALL FOR
MARKETING
COLLATERAL
ROCKPORT
WALKABILITY
PHOTOCALL
“ QUOTE | Michael Cho, adidas Services Limited, Rockport Asia Pacific Marketing Manager
“
We are proud to partner with the Clipper Race - where metropolitan professionals from
around the world do the extraordinary! We are equipping the entire fleet of skippers and
crew members with the innovative Hydromotion boat shoe that incorporates adiPRENE by
adidas. Featuring a sport cushioning technology and a proprietary water drainage system,
they will be the perfect shoe for the most treacherous sailing conditions, showcasing our
nautical heritage with sailing teams over the past 15 years.
“ QUOTE | Daniel Tschuemperlin, Senior VP, Product and Brand Management
“

6. FLEET SPONSOR | Benromach Whisky
BUSINESS PLATFORM | External engagement
OBJECTIVE | To reposition the brand, raise awareness and develop new
markets.
ACTIVATION | Benromach used their four-year partnership with the Clipper
Race to conduct international hospitality from targeted tasting with whisky
connoisseurs to event sponsorship. In addition, they developed a
relationship with Clipper Race Chairman Sir Robin Knox-Johnston and all ten
skippers to act as ambassadors in their international PR campaign.
OUTCOME | Benromach experienced 155% measured growth in PR and
web traffic and won the prestigious Queen’s Award - Enterprise for
International Trade, following a 94% increase in the value of total exports
over a five-year period which spanned their involvement in the race. As a
result of their race activation campaign they also successfully entered the
Chinese and South African markets.
Our involvement with the Glasgow: Scotland with Style yacht in the Clipper Race provided
an excellent platform on which to raise awareness of the Benromach brand throughout the
world. The success of this sponsorship initiative prompted us to invest further and become
the Official Whisky of the next edition of the Clipper Round the World Yacht Race and we
look forward to the challenge this will present in achieving out overall objectives for the
brand.
FLEET SPONSOR
BENROMACH WHISKY
DEVELOPS BUSINESS IN
NEW MARKETS
BENROMACH
ENTERS THE
SOUTH AFRICAN
MARKET
“ QUOTE | David Urquhart, Joint Managing Director of Gordon and MacPhail,
proprietor of Benromach
EXTERNAL ENGAGEMENT
“

7. TEAM PARTNER | Young’s Seafood
BUSINESS PLATFORM | External engagement
OBJECTIVE | Open up new international trade corridors and develop
distribution partnerships especially in Asia.
ACTIVATION | Young’s Seafood became a Team Partner to the Hull &
Humber yacht entry in the Clipper 07-08 Race, sponsored by Yorkshire
Forward the Regional Development Agency. Alongside Yorkshire Forward,
Young’s Seafood hosted a forum during the Qingdao stopover in China for
over 200 government and business officials, culminating in a gala seafood
dinner prepared by celebrity chefs from Yorkshire.
OUTCOME | Young’s Seafood salmon is now on the menu in China, and
Qingdao has become one of the company’s main processing and packaging
ports. Following the success of the Young’s Seafood event and Yorkshire
Forward’s two-race Clipper partnership, a tripartite memorandum of
understanding was signed between Yorkshire (UK), Qingdao (China) and
Cape Breton (Nova Scotia, Canada) to develop mutual trade opportunities,
with a particular focus on the seafood industry, in the Clipper 09-10 Race.
The Hull & Humber yacht is visiting many of the countries where we buy fish and work with
global suppliers. Our current partners in the Qingdao region are of key importance to our
business and we are delighted to use this important opportunity to meet with these
colleagues and further enhance our existing close relationships as well as forging new links
in China.
YOUNG’S SEAFOOD
HOST A FISHERIES
FORUM IN A BID TO
INCREASE OVERSEAS
TRADE
INTERNATIONAL
TRADE
CORRIDORS
OPENED
“
“
QUOTE |Simon Rilatt, Group Director of Seafood, Young's Seafood

8. INTERNAL ENGAGEMENT
TEAM SPONSOR | De Lage Landen
BUSINESS PLATFORM | Internal engagement
OBJECTIVE | To inspire and engage their employees in 38 country offices
through one shared company vision to optimise member loyalty,
communication and performance.
ACTIVATION | De Lage Landen used a boot-camp style selection to recruit a
tag-team of employees to represent them through their race around the world,
acting as a living metaphor to the campaign. In each of the Clipper Race
stopovers, De Lage Landen engaged employees through a variety of channels
including multi-yacht regattas to promote teamwork, leadership conferences
and hospitality events.
OUTCOME |
Out of the 260 employees who applied, nine were selected for their
motivation, enthusiasm and ambassadorial qualities. The crew members used
social media to communicate their experiences with their colleagues
worldwide, drawing parallels between sailing as a team and effective business
practice. They also hosted sails and motivational talks in each of the stopovers
to communicate their adventures and what they have learnt to clients and
fellow employees, spreading De Lage Landen’s positive message and
continual development ethos. De Lage Landen activated in every port of the
race and engaged over 2,500 employees globally.
UNIFING A GLOBAL
CORPORATION
UNDER ONE VISION
DE LAGE
LANDEN
EMBRACES
THE WORLD
Operating in over 38 countries we were looking for a platform to drive global connectivity
and we think the Clipper Race will be a great platform for that
“
“
QUOTE | Pim Van de Boomen, De Lage Landen
Our Brand is made by our people. By participating in the Clipper Race, De Lage landen
aims to further inspire our global community to connect across different cultures and
regions to form stronger teams. Through the exchange of talents, experience and visions, we
strive to further improve our global customer proposition. The lessons learned on the racing
yachts serve as a living example in this voyage.
“
“
QUOTE | Ronald Slaats, CEO, De Lage Landen
This has unified our company. We see it in the pride, the passion, and the creativity of our
employees who are embracing their Clipper Race team and realising that we are one global
team to serve our clients in over 38 countries.
“
“
QUOTE | Bill Stephenson, Chairman US Headquarters, De Lage Landen

9. TEAM SPONSOR | De Lage Landen
BUSINESS PLATFORM | Premium hospitality and guest experiences
OBJECTIVE | To strengthen relationships with key clients.
ACTIVATION | Around the Clipper Race route De Lage Landen hosted client
engagement programmes which included sailing alongside onshore
hospitality.
These included a two-day programme in Den Helder for DLL’s top 70
European clients, centered around a six-boat inshore regatta. On the eve of
the regatta their clients were introduced to the event through the cinema
screening of a Clipper Race and DLL partnership film, before a race briefing
from the Clipper Race Director. The Race Director then allocated all guests to
their regatta skipper and in teams they then enjoyed a race tactics planning
evening and celebratory dinner ahead of the following day.
OUTCOME | The six-yacht regatta was highly competitive with the competition
on the water and the camaraderie on board proving an ideal environment for
relationship development. A Prize Giving Gala Dinner that evening offered
guests the opportunity to celebrate in a high-end environment and cement
relationships built over the course of the event.
.
DE LAGE LANDEN
GAVE THEIR KEY
CLIENTS AN
UNFORGETTABLE
EXPERIENCE
IN SHORE
REGATTA FOR
KEY CLIENTS
PREMIUM HOSPITALITY AND GUEST EXPERIENCES

10. TEAM SPONSOR | Derry-Londonderry
BUSINESS PLATFORM | Social and environmental responsibility
OBJECTIVE | Derry City Council launched a Bursary Scheme designed to
select five unemployed candidates and expose each of them to one leg of the
Clipper Race, providing them with new life experiences and valuable skills to
increase their employability and confidence.
ACTIVATION | The Derry City Council Bursary Scheme was advertised among
the local community as part of the City's annual waterfront festival, "Foyle
Days", in May, 2011. Following a selection process, five candidates were
chosen by an interview. Applicants attended a weekend of outdoor pursuits
focusing on teamworking and communication skills.
From this group, 20 candidates were chosen to interview, before a shortlisted
group of ten attended Clipper's Level One training course. From this group, five
were selected to sail on a leg each. Each crew member kept an online diary and
submitted blogs, images and videos during their leg. Their work carried a
number of important messages around the world.
OUTCOME | The bursary scheme was a huge success, showing the wider
community that anything is possible.
• Four out of five participants directly gained employment or professional
placement from the scheme
• Key benefits fit into two categories; enhanced employment prospects and
personality/skills development
• All participants said the bursary scheme positively affected their future
employment prospects
• Involvement inspires not only bursary participants to explore new
opportunities but also inspires the wider Derry-Londonderry community.
DERRY-
LONDONDERRY
CIVIC ENGAGEMENT
BACK TO
WORK
BURSARY
SCHEME
SOCIAL AND ENVIRONMENTAL RESPONSIBILITY
Thank you for such an amazing opportunity, it’s something that will stay with me for the rest
of my days. It was just fantastic and I loved every minute of it.
QUOTE | Shane McClure, China to San Francisco, Bursary Leg
The ethos of the Clipper Race is that it is for non-professional sailors, it is the longest yacht
race on the planet and Derry City Council believe it is important that the Clipper sailing
experience is accessible to as many people as possible. We’re delighted to be working
with Clipper and our partners to secure five bursaries for this once in a lifetime opportunity.
QUOTE | Claire Lundy, Derry City Council
“
“
“
“

11. TEAM SPONSOR AND HOST PORT SPONSOR | Derry-Londonderry
BUSINESS PLATFORM | Economic impact
OBJECTIVE | International tourism promotion to key markets around the
globe. Showcase Derry-Londonderry’s international event-hosting skillset.
Generate economic impact for the city by creating a footfall of 100k and to
promote City of Culture 2013 status.
ACTIVATION | The Clipper 11-12 Maritime and Homecoming Festival was
organised by Derry City Council in partnership with Londonderry Port. It was
supported by Northern Ireland Tourist Board and MalinWaters as part of the
Sail West Project marine tourism initiative.
Derry City Council undertook a wide-ranging advertising promotion campaign
throughout the region. The Homecoming Festival included; concerts, food
fairs, on the water activities such as Zapcats and Punt racing, cultural
showcases of traditional Irish music and literature.
OUTCOME | The Homecoming Festival was widely reported in the media as
being a huge success, below are some of the highlights;
• An estimated 200,000 people visited the city
• Local business’s noticed a 30% increase in trade
• €4.1M in direct economic impact to the city
• 4 out of 5 said that the Clipper Race influenced their decision to visit
• On average staying visitors spent 4.45 days in the city
• 140 visiting vessels to the new marina development.
Other Derry-Londonderry partnership success were
• A bursary crew tag team made up of 5 local unemployed people
participated in the race, 4 of which are now in full time employment
• Multiple trade delegations from the digital sector engaged with new
business’s in key markets.
It has been the most amazing week in the history of the city. Not only has it been a very
highly prestigious event, but it has shown the people of the city what is possible. We have
learnt important lessons and now we have the experience and the potential to host more
international events of this type. It’s important to seize these opportunities for the city and to
improve the lifestyles of its people. It’s going to be a very exciting City of Culture in 2013!
CLIPPER 11-12 RACE
STOPOVER
DERRY-LONDONDERRY
DERRY-
LONDONDERRY
HOMECOMING
FESTIVAL
“ QUOTE | Deputy First Minister, Martin McGuinness
ECONOMIC IMPACT
“
The place has been totally jam-packed. It will be a while before we can confirm a final figure,
but we are talking hundreds of thousands. Clipper has been of real benefit to the city itself,
while the shops, restaurants, hotels and other businesses have been doing a great trade.
The festival has brought people here who would never have been here in other
circumstances and the crews have been saying this is the best place they have been. I
believe that sentiment is genuine. What we wanted to do, and what we have been hugely
successful in achieving, is to bring our story to the international stage.
“ QUOTE | Sharon O’Connor, Chief Executive of Derry City Council
“