Synergy Sledge Sailing Sponsorship?

The following article has been ammeded from its original form.

In a Bloomberg article, Roberto Coladangelo, an Account Director at Synergy Sponsorship was quoted as saying: `You might as well stand in a shower and tear up 50-pound notes,”

In response, Coladangelo has said

I would like to make it clear that the journalist involved misquoted me and despite since amending the copy, it still does not truly reflect my point of view.

What I actually said in the interview was whilst the mass market has the perception that sailing is an elitist and expensive sport, there are strong opportunities within sailing for sponsors and the sport can actually be very open and accessible.

Activating Sponsorship to a Wider Audience

A great example of using a sponsorship across different markets. This distinctive yellow Aviva advertisement ties in with the company's backing of the English yachtswoman Dee Caffari.

The Open 60 yacht most recently completed the Artemis Transat and will shortly compete in the Vendee Globe.

It's great to see some joined up thinking and some good activation of the sponsorship on the water.

It's also good to see the activation outside of the sailing press. Traditionally, one would expect to see an ad like this in a publication like Yachting World, however Aviva are running the campaign in 'mass-market' publications like Time. 'Intelligent Life', the quarterly publication from the Economist is a niche publication, but importantly a non sailing title and shows that the marketing folk have considered multiple, but targeted audiences.