• Brief

    iShares approached us to devise a sponsorship strategy and source an innovative sponsorship that would provide a platform to promote the brand and its values to its core audience in the financial services sector, engage clients through corporate hospitality opportunities and generate media interest and visibility with a view to raising the profile of the brand across Europe.


    Progressive Solution

    Having identified sailing as a suitable platform to achieve its business objectives, we procured the title sponsorship and boat entry into a new pioneering racing series created by OC Group which was launched as the iShares Cup. Featuring extremely fast and innovative carbon fibre Extreme 40 twin hull boats, skippered by the best sailors in the world and raced off-shore as well as in-shore in a spectator friendly stadium racing format, the iShares Cup quickly established itself as one of the top events in the world of high performance sailing.


    As well as negotiating the procurement of the title sponsorship of the new Series and securing a boat and racing team to compete in the iShares Cup, we managed all implementation and activation of iShares’ sponsorship rights across Europe, and devised and executed a bespoke hospitality programme that saw guests participating the real race action as “fifth” crew members to the four man race crews. We also managed an extensive communications programme to raise the profile of the iShares Cup throughout Europe, and delivered additional ad hoc promotional and employee sailing events at key locations worldwide, including San Fancisco, London, Dubai, Sydney and Singapore.

    Key Facts

    • Winner of ESA Best Business to Business Sponsorship Award
    • Sports Industry Awards – Best Sponsorship of a Sports Event – Short Listed
    • 6 European Cities visited each year
    • Strong media coverage and interest delivering increased awareness and profile amongst core target audience
    • Extremely strong and positive hospitality guest feedback
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