Emirates
Emirates, Connecting with Customers through Sports
Emirates has an impressive list of sports sponsorships to its name across the globe and believes that sports sponsorship is an excellent way of connecting with its customers.
In addition to its sponsorship of Emirates Team New Zealand, the Dubai-based international airline’s sports sponsorship portfolio , includes, among others:
- Horse racing with the Dubai World Cup, the Emirates Melbourne Cup, Breeders’ Cup races at the World Thoroughbred Championships in the United States, as well as several other international races
- Cricket through the International Cricket Council’s elite panel of umpires and match referees for all Test and One Day internationals
- Football as the first ever airline to be an Official Partner for the FIFA World Cup, as well as sponsors of Arsenal, AC Milan, Real Madrid, Paris Saint Germain and Hamburger SV
- Golf as sponsor of 19 golf tournaments globally, including the Emirates Australian Open and Australian PGA Championship
Sheikh Ahmed bin Saeed Al-Maktoum, Chairman Emirates Group, said: “Emirates has built up and developed some incredibly strong properties in its portfolio of sports sponsorships. Our sponsorship of Emirates Team New Zealand is an excellent way for us to connect with our customers, and to share and support their interests and passions.
“Sports sponsorships help us to promote the airline and the 78 international destinations that we serve, and the America’s Cup regatta provides us with an ideal world platform to keep raising awareness of our brand.”
Emirates Airline President Tim Clark said: “The Cup has become one of the world’s most technologically-intensive sports events, and I can’t think of a partner that could offer us a better fit than Emirates Team New Zealand, with its focus, drive and credentials.”
Mr Clark said Team New Zealand, holder of the America’s Cup for the eight years prior to 2003, embodied many of the values held by Emirates. “It is fiercely competitive, it seeks quality in all aspects of its operation and is as much cutting edge in its field as Emirates itself among airlines.”
Camper
Camper, the family-owned shoe company based in Mallorca, has joined Emirates Team New Zealand as a sponsor of their America’s Cup campaign.
A year ago Camper joined forces with Emirates Team New Zealand to compete in the 2011-12 Volvo Ocean Race. The Spanish company’s involvement with sailing stretches back to 1990s, when it sponsored the One Ton Cup.
“Our involvement with the America’s Cup is a continuation of the relationship that we already have with Emirates Team New Zealand and the CAMPER team in the Volvo Ocean Race,” comments Camper Chairman, Lorenzo Fluxà.
“We have made no secret of our desire to give our brand greater prominence to a more global audience and our involvement with the world’s two leading sailing events will serve to strengthen this position. The America’s Cup, as sailing’s premier event, shares many of the same values as Camper. Design, premium performance, technology and teamwork are key contributors to the success of this ‘great little shoe company’ and Fluxá is keen to build on these values. “With the America’s Cup we have an opportunity to share a common project with a wide range of brands. We are very excited at the prospect of working with Brand New Zealand, Emirates, Omega, Toyota and Nespresso and the team’s suppliers to maximize the opportunities for us all in a venture that is very much in keeping with our own values and expansion plans.
“Camper is no stranger to doing things differently from its peers and over the past 25 years the company has made a name for itself by doing just that — from collaborations with some of the world’s most influential designers, like Mark Farrow, Shigeru Ban, Bernhard Wilhelm and Javier Mariscal, to opening hotels in Berlin and Barcelona, which embody the Camper brand spirit.
“Camper has always punched above its weight making it one of Spain’s most internationally recognized footwear brands, and again as the official footwear supplier to the team is pleased to take this relationship one step further.”
Omega
Omega is one of the prestige watch brands of the Swatch Group, the world’s biggest watchmaking group, based in Biel, Switzerland. Omega watches are sold in over 130 countries through a network of specially selected authorised agents and covered by an international warranty. Ever since its foundation in 1848, Omega has set the pace in watchmaking history, launching world-premieres, winning numerous design awards, setting precision records and even producing the only watch to be flight-qualified by NASA for use in outer space. This has built up a solid character for the brand, which is today represented internationally by top personalities.
The Omega watch collection consists of four main distinct lines, each with its own individual character, from the elegant Constellation dress watches to the robust and sporty Seamaster, the legendary Speedmaster chronographs and the classic look of the Omega De Ville.
The company also has an unparalleled record in sports timekeeping: after becoming the first company to be official timekeeper of all Olympic Games disciplines at Los Angeles in 1932, Omega went on to be official timekeeper at 21 Olympic Games and will continue this role at the 2006 Turin Winter Olympic Games, the 2008 Beijing Olympic Games and the 2010 Vancouver Winter Olympic Games.
Omega and the world of sailing
The link between sailing and timekeeping has existed ever since sailors relied on high-precision marine chronometers for navigation. In spite of there being numerous specialist manufacturers of such timepieces, Omega was the only company to produce a wristwatch that received marine chronometer certification. French sailing legend Eric Tabarly, winner of the OSTAR east-west transatlantic race in 1964 and 1976, used the Omega Marine Chronometer wristwatch as a navigational aid. Though these precision timepieces have since been superseded by satellite technology such as GPS, there is still a strong demand for Omega’s robust and highly water resistant Seamaster watches and the brand retains its strong nautical links as a sponsor and official timekeeper of the world’s top competitive sailors and sailing events.
Omega’s sponsorship activities in sailing date back to the early 1990s. In 1992, the company sponsored the Omega Grand Prix of Match Race Sailing, which grouped together the world’s top eleven events. Young skippers such as Russell Coutts, Peter Gilmour, Rod Davis and Bertrand Pac’ used this as a training ground for the America’s Cup and are today the top skippers in match race sailing. Omega has also been official timekeeper of the Swedish Match Cup for ten years and was also principal partner and official timekeeper of The Transat 2004.
The brand has also been involved in the America’s Cup, the most prestigious event in match race sailing, since 1995, when it supported the late Sir Peter Blake’s challenge in San Diego. The New Zealander’s success there paved the way for the Swiss watchmaker to become official timekeeper for the America’s Cup 2000 in Auckland, where Sir Peter and Team New Zealand successfully defended their title. In 2003, the brand was once again official timekeeper of the America’s Cup. In 2005, Omega continues its partnership by supporting one of the top syndicates: Emirates Team New Zealand. The brand’s official timekeeper debut in long distance sailing was at the 1993/4 Whitbread Round the World Race, for which Omega was also official watch supplier to the winning yacht NZ Endeavour. The previous race in 1989 illustrated the importance of timekeeping at this event, since after 7600 miles only 28 seconds separated the crews in first and second place.
As one of Switzerland’s best-known watch brands, the company symbolized by the Greek letter for perfection is proud to be the preferred choice of sailing’s biggest stars. A long-term partnership with the Edmund Hillary of the seas, Sir Peter Blake, started in 1995 and covered two America’s Cup campaigns. When Sir Peter retired from professional sailing, Omega continued to support him as one of the main sponsors of his blakexpeditions project. Today, Omega continues to uphold his legacy with its support for Emirates Team New Zealand’s America’s Cup skipper Dean Barker since 2001
Omega has built up a strong partnership with solo yachtswoman Ellen MacArthur since she became an ambassador for the brand in 2002. Omega was the official timekeeper of her 2001 Jules Verne record attempt. On 7th February 2005, Ellen MacArthur achieved what many thought was impossible: she broke Francis Joyon’s solo round-the-world sailing record with a time of 71 days, 14 hours, 18 minutes and 33 seconds. Omega is particularly proud to have been the official timekeeper of Ellen’s record-breaking voyage, with the on-board Omega clock counting down every nail-biting second. Her astonishing achievement earned her the title of dame, which was officially bestowed upon her by Queen Elizabeth II.
Nespresso
Nespresso and Emirates Team New Zealand:The Quest for the Ultimate Cup
Lausanne (SWITZERLAND) – Nestlé Nespresso S.A., the worldwide pioneer and reference for highest quality premium portioned coffee, has announced its sponsorship of Emirates Team New Zealand.
The sponsorship agreement was confirmed during the official announcement of Emirates Team New Zealand’s participation in the 34th America’s Cup.
“We are pleased to continue our involvement in the world of sailing and extremely proud to be part of Emirates Team New Zealand as they challenge for the 34th America’s Cup in 2013,” commented Richard Girardot, CEO Nestlé Nespresso S.A.
“As the longest-standing America’s Cup team, their experience, expertise and innovative mindset, driven by a fighting team spirit is an inspiration for Nespresso and our employees. We wish Grant Dalton and the Team much success in the quest for the ultimate cup.”
Nespresso has a long-standing history of association with ultimate sports and sailing events. The brand was the Official Coffee of the 32nd edition of the America’s Cup as well one the of co-sponsors of Team Alinghi. Furthermore, in 2010 Nespresso launched the first edition of the Nespresso Cup, a unique sailing event, gathering exclusively the Wally class. The second edition of the Nespresso Cup will be taking place in May 2011 in Portofino, Italy.
Nespresso and Emirates Team New Zealand share a common commitment to continuous innovation and both aim to win through a dynamic and passionate team.
Dalton said: “Today we welcome Nespresso, a premium Swiss-based, international coffee brand, as a team sponsor for the 34th America’s Cup. Nespresso is well-known in sailing circles, a long-time supporter of the sport. Emirates Team New Zealand values its association with premium international brands like Nespresso, where continuous innovation and commitment to success are a core part of the culture.
The sponsorship of Emirates Team New Zealand further symbolizes Nespresso’s continuous global expansion into new markets. Building on the success of Australia as one its fastest growing markets,
Nespresso will be extending its presence in this dynamic region in 2011. To meet increasing demand of coffee lovers in New Zealand, Nespresso will be establishing its market presence this year, with a boutique opening in Auckland planned for September 2011.
Nestlé Nespresso SA is the pioneer and market leader in highest-quality portioned premium coffee. Headquartered in Lausanne, Switzerland, Nespresso has a presence in more than 50 countries and 5500 employees. In 2010, it operated a global retail network of 215 exclusive boutiques. Nespresso achieved global 2010 sales of more than CHF 3 billion and organic growth of more than 20%.
http://www.nespresso.com/mediacenter/index.php?page=international-press
New Zealand
New Zealand Government backs Emirates Team New Zealand
In 2007 the then Minister for the America’s Cup Trevor Mallard committed New Zealand Government funding to back the Emirates Team New Zealand challenge for the 32nd America’s Cup.
The decision was based on research that found significant benefits had flowed from New Zealand’s involvement in the Cup and would in the future, with the possibility of again holding the cup in Auckland. Further, the team base in Europe in 2006 and 2007 provided a valuable platform for New Zealand Trade and Enterprise and Tourism New Zealand to work in partnership with the team and its commercial sponsors. Significant value was returned to the New Zealand taxpayer through the active promotion of New Zealand business, investment, trade and tourism to high-value markets around the world.
An independent economic impact assessment of the 2007 campaign showed a direct economic benefit to New Zealand of $74.4m.
In 2011 the Minister for Economic Development David Carter reconfirmed the remaining Government funding for Emirates Team New Zealand’s challenge for the 34th America’s Cup. This renewed support was a reflection of the potential for the challenge to generate significant economic benefits for New Zealand and the role that Emirates Team New Zealand plays in showcasing New Zealand’s world class marine industry internationally.
Toyota
Toyota - A Supporter of New Zealand Sailing
Kiwi success on the world stage brings honour to all New Zealanders, including our customers, our employees and the wider community.
The America’s Cup is the world’s oldest and most prestigious sporting trophy and by competing with distinction in this contest Emirates Team New Zealand has brought honour to all New Zealanders. In fact Emirates Team New Zealand is arguably the most successful America’s Cup team of all time having now competed in the last four mulit challenger finals and winning two of them.
“Toyota New Zealand have stayed staunchly loyal to Emirates Team New Zealand since the 1992 campaign and Toyota will continue that support for the sixth successive campaign in 2013. Whilst the entry of high profile and well financed challengers in recent years has pushed up the cost of participating in the America’s Cup it has been offset by a growing global audience and the continuing strong interest demonstrated by New Zealanders.
It was disappointing that Emirates Team New Zealand lost the 2007 America’s Cup final in the most closely contested match of the modern era but their outstanding performance recaptured the hearts of all New Zealanders and reinforced Toyota’s belief in this team.
Toyota also shares with Emirates Team New Zealand a common commitment to continuously improve performance levels and to foster a close team environment based on mutual respect for people. These shared values and commitments have resulted in a close affinity between the two teams and both teams draw strength from each other in a variety of ways”, said Toyota Chairman, Mr Field.
Emirates Team New Zealand Managing Director Grant Dalton said “The partnership has always been more than just Toyota as a sponsor, often requesting strategic input to management, drawing motivation from Toyota’s winning ways and sometimes just good old fashioned advice”.
He said Toyota is part of the Team’s culture which is reflected in the fact that most team members drive Toyota’s and promote the product amongst their peers and the international sailing community.
