The Volvo Ocean Race 2011-12 media report

Race Report

Pe rfo rm in g

at th e lim it Ar ou nd th e wo rld Ar ou nd

th e

clo ck

Contents

2

Contents How decisions

will be made

Introduction from Knut Frostad

5

Data Credentials

6

Key Headlines

7

Introduction

8

Methodology

9

Communications Strategy

10

Race Control at Volvo Ocean Race

12

Media Reach: Television

14

Media Reach: Online

20

Media Reach: Pictures

26

Media Reach: Print

28

Media Reach: Radio

32

Volvo Ocean Race in the Sailing World

34

volvooceanrace.com

36

Social and Multi Media

40

Economic Impact

52

The Volvo Ocean Race Experience

60

Sponsorship

62

Multiplied Activation

68

B2C Marketing

70

Global Markets

72

Hospitality

74

Team Sponsorship Impact

76

Marketing Activation

80

Corporate Responsibility

84

Volvo Ocean Race Youth Events

86

Media Crew Member

88

Volvo and the Race

90

Case Studies

92

Scoreboard

103

Honours Board

104

Closest Race

106

Race in Numbers

108

Volvo Ocean Race 2014-15

110

Onboard Content Factory

112

Museo Volvo Ocean Race

114

Galleries

116

Additional Data

120

Volvo Ocean Race 2011-12

Race Village, Galway

3

Volvo Ocean Race 2011-12

Introduction

UAE

Message from Knut Frostad CEO Volvo Ocean Race S.L.U.

ESP RSA IRL CHN NZL FRA POR

BRA USA

4

This report presents a detailed review of the global reach and multimedia impact of the Volvo Ocean Race 2011-12 – the closest and most successful edition in the event’s near 40-year history.

Hundreds of our stakeholders took advantage of this chance to experience the event first-hand in our Stopovers with the In-Ports, Pro-Ams and Practice Races in 2011-12, as well as conferences, business seminars and customer activities.

It is gratifying to be able to report record audiences across all media, helped by more and more dedicated news coverage from major international publications, broadcasters and news agencies over almost nine months of competition.

The report looks too at how we brought compelling content direct from boats thousands of miles away to our growing fan base via communications technology and the tireless work of our Media Crew Members. The MCMs are the embedded reporters who provide the eyes and ears for the outside world, sending stunning HD video, stills, audio and text back from the boats, and our commitment to this unique programme will only be strengthened going forward.

As we forge ahead in our preparation for the next race in 201415, taking advantage of rapidly developing technologies to tell our story in new ways and reach new audiences, our focus will remain on achieving maximum value for teams and stakeholders.

It is a key reason why this race will continue to be a truly global event. In 2011-12 we made our second visit to China, with another highly successful Stopover, and broke new ground in the Middle East with a fantastic stop in Abu Dhabi.

The Volvo Ocean Race has changed a great deal in terms of technology and the professionalism of the teams since its inception in 1973 as the Whitbread Round the World Race.

But our place as sport’s ultimate test for man against nature, one of the last great human challenges and one of sailing’s Big Three global events, remains unaltered. Groupama, winners in 2011-12, drew on age-old qualities of courage, seamanship and stamina to seal their victory and earn the right to hold aloft one of the hardest-won trophies in sport.

For the next edition in 2014-15, we have introduced a new onedesign class of boat which is being built with new audiences in mind, boasting greater communication capabilities while retaining its predecessor’s DNA as a high-performance racing craft.

We want to build an even more competitive, larger fleet for the next race and we are convinced that the new boat is the way to achieve this with greater cost efficiency for teams from design to roll-out and on to the race itself.

With Volvo’s continuous strong support, we aim to keep adding improved return on investment for all our stakeholders and ports.

The race has never been in better shape.

As well as record media stats, economic impact studies and footfall figures, this report highlights how teams and other key partners and sponsors have drawn maximum value from their investment.

Each wave-shaped ring on the Volvo Ocean Race trophy represents a winner of one edition.

The trophy, made of aluminium and silver plate, is the only prize for victory in this sporting and human epic.

5

IFM/SMS IFM/SMS has 28 years´ experience in sports marketing and research.

The company is part of the RSMG Insight Group – the international leader in sports marketing and sponsorship research.

Meltwater Group Meltwater Group provides digital intelligence to over 20,000 clients from 50+ offices around the world. The Meltwater News tool tracks more than 170,000 global news sources online in 190 countries and 100 languages, ranging from major news outlets, to blogs, Twitter, YouTube, Facebook, trade publications, local and regional journals, weeklies, TV and radio transcripts.

PwC PricewaterhouseCoopers has long-standing and widely recognised experience in impact assessments in the sports and leisure sector.

The team conduct surveys, prepare financial estimates and customise economic impact models to quantify economic impact in selected Stopovers in the Volvo Ocean Race.

This report summarises key findings from the global research programme for the Volvo Ocean Race 2011-12.

The research programme was designed to provide stakeholders with a comprehensive assessment of the Race’s reach and impact.

The report delivers data relating to the media reach and original, objectively-derived insights into the values associated with the Race as well as the impact on stakeholder brands.

Data detailed in this Race Report was collected between October 2011 and July 2012.

Published by: Volvo Ocean Race S.L.U. October 2012

Simply Measured Simply Measured aggregates data from multiple sources to give accurate information on social media. Simply Measured tools are trusted by over 30,000 users worldwide, Fortune 500 brands and top digital agencies.

IEG For more than 15 years, IEG Valuation Service has provided an objective resource to take an unfiltered look at a sponsorship offering, determine what it is worth, and bring leading properties and companies to agreement on that worth.

Kantar Media Kantar Media, one of the world’s leading media monitoring companies, was commissioned by Volvo Ocean Race and USP to evaluate the radio coverage of the race.

Key headlines 1.55 billion

Cumulative TV audience from 8,969 broadcasts

41%

Increase in cumulative print readership from 2008-09 to 2011-12

58,978

Online news articles from 4,240 different online outlets

41.6 MILLION

Visits to volvooceanrace.com, 6.27 million unique visitors and 127 million page views

8 MILLION

Views during the race on the official YouTube channel

6.7 MILLION

Views on the race’s official Livestream multimedia channel

144,869

Participating unique players in the official game

16 MILLION

Visits to the race trackers generating 244 million page views

266,300

Downloads of the Volvo Ocean Race Apps for iOS and Android

206,046

Fans on Facebook

2.9 MILLION

Visitors to the Race Villages from Alicante to Galway

2,954

Accredited journalists representing 86 different nationalities at the Race Villages

21,959

Corporate guests hosted at the Stopovers

Volvo Ocean Race 2011-12

Data Credentials

Winning Groupama skipper Franck Cammas

6

7

Volvo Ocean Race 2011-12

Introduction

Methodology

The Volvo Ocean Race

TV:

The Volvo Ocean Race is the longest and toughest event in professional sport – a race run on a scale like no other and a story with the power to engage millions of fans worldwide.

Across four oceans and five continents, the six teams that completed the 2011-12 race around the world experienced scorching days and freezing nights in impossibly cramped conditions on board.

Over 39,270 nautical miles and more than eight months of competition, the sailors took on a challenge of breathtaking scope, hitting maximum speeds of 42 knots (77.8 kph) and being faced with waves as high as 16 metres.

In a world which increasingly takes risk out of daily life, the Volvo Ocean Race is one of the last pursuits in sport which tests competitors to the core.

We brought fans closer to the hyper-reality of the race through live HD video and multimedia reports beamed from the boats using cutting edge satellite technology and onboard media equipment and services.

Back on land, millions of people flocked to the race villages at our 10 ports to experience a different side of the race – getting a closeup view of the boats and sailors while enjoying the attractions of our Race Village Experience.

The latest edition of an event that began life as the Whitbread Round the World Race in 1973 hit a wider cross-media audience than ever before, underlining its status as one of the Big Three competitions in world sailing, along with the America’s Cup and the Olympics.

Looking ahead, a new high-calibre boat will be on the start line in the next race in 2014-15, designed and built from scratch with all the demands of 21st century sporting events in mind.

It will help the race build on its proven track record over 11 editions, 39 years and countless miles of real human drama told through relentless ocean racing.

IFM/SMS monitored selected channels in 15 countries during the period October 10, 2011-July 20, 2012, except in the case of Spain, the race’s home country, where the monitoring period began on September 26, 2011. The monitored countries were: Brazil, China, France, Germany, Ireland, Italy, the Netherlands, New Zealand, Portugal, South Africa, Spain, Sweden, United Arab Emirates, the United Kingdom and the United States. News, Dedicated Programmes & Sports Magazines were monitored for coverage. Volvo Ocean Race provided further clips from the monitored & nonmonitored markets. No extrapolation was used to estimate additional broadcasts beyond these. Audiences are based on audited data where possible or estimated audiences. Estimates are calculated based on channel universe, subscriptions or population and channel reach data.

- TV Media Value = CPT x Audience x Duration of Clip, where CPT is the 30-second channel advertising rate. An AB Adult weighting factor has been applied to the CPT for some specific coverage (15%), as research shows that this group is dominant within race and sailing fans.

- TV Brand Exposure Value = CPT x Audience x Brand Time on Screen, where the brand time on screen means a legible brand at least 75% visible on screen for at least 2 seconds.

Route 2011-12

Print: Monitoring carried out by IFM/SMS in selected publications in the 15 countries as above. Volvo Ocean Race provided further cuttings from the monitored markets and other countries. No extrapolation was used to estimate additional articles.

Print Media Value = CPT x Readership x Size of the Article, where CPT is the publication advertising cost. Readership is based on audited data or is estimated. Estimates are based

on circulation rates. The size of the article is defined as a percentage of the page within the publication.

Print Brand Exposure Value = CPT x Readership x Brand Visibility in the article, including brand verbal mentions and brand visibility in images within the article. A weighting factor is applied to each brand appearance, depending on the prominence of the visibility.

Online: Coverage tracked by IFM/SMS across 47 key websites in the 15 core markets as above. In addition, Meltwater News supplied a report showing total global articles containing references to Volvo Ocean Race and sponsors.

Collected material used as the basis to estimate exposure and visual impact across the remaining Rest of World websites (Meltwater News). Values then calculated based on the number of visitors to each site on any given day.

YouTube Media Value: Using Google analytics sent

by Volvo Ocean Race, IFM SMS was able to generate a media value for the YouTube channel of the Volvo Ocean Race. The data tracked three weeks of activity on the channel including duration of clips, total views & estimated time watched. The calculation was applied to this sample and extrapolated to reflect the total race.

Livestream media value: Using programme durations and video views sent by Volvo Ocean Race, IFM/SMS was able to generate a media value for the Livestream site of the Volvo Ocean Race, which broadcast live footage of the ProAm Races, In-Port Races and Leg Starts, plus live video calls from the boats and feeds of footage from each Media Crew Member. Users also had the capacity to view videos on demand after live broadcasts.

Image of the Volvo Ocean Race

Final event media values for Volvo Ocean Race 2011-12*

Television €230.7 M

Print €35.6 M

Online €47.9 M

Facebook fans were asked to choose, unprompted, three words that best describe the Volvo Ocean Race to them.

The word cloud on the left is based on their responses. The larger the word, the more mentions it received.

Source: IFM/SMS. * Event Media Value = CPT x Audience x Exposure, where CPT is the 30-second channel advertising rate.

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9

Communications Strategy

Volvo Ocean Race 2011-12

Volvo Ocean Race Media Centre

PUMA Ocean Racing powered by BERG meet the press on arrival in port

Targeted content, tailor-made Our objective for the 2011-12 edition was to further broaden the appeal of a race already established as one of sailing’s three most important global events, taking the action to new audiences while keeping hardcore fans glued to screens on every major platform.

Franck Cammas, Skipper, Groupama sailing team

Central to our strategy was the effective use of global distributors of content – organisations with the ability to do justice to this story of exhilaration, heroism and speed.

Key actions were to:

Jon Bramley Director of Communications Volvo Ocean Race

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Introduce live television coverage of the In-Port Races and Leg Starts to win new converts to the Volvo Ocean Race and the sport of sailing, while giving existing fans their best ever experience of the race.

»»

Provide content across video, still pictures, audio and text that would be as easy as possible to use for hard-pressed news desks, fitting neatly within their schedules.

»»

Work with leading global agencies such as Reuters, Associated Press, Agence FrancePresse and Getty Images to distribute this content direct to the largest media platforms in the world.

»»

Appoint a team of expert representatives in each of our key target countries to offer tailored content in their own languages and territories – Spain, France, Italy, the United States, Brazil, China, Germany, the Netherlands and Sweden.

»»

Keep core fans of the race constantly up to date with multimedia content and data on our inhouse platforms including volvooceanrace.com and Facebook.

We were fortunate that the teams delivered the closest race in the history of an event that has been creating heroes since 1973.

Thanks to the work of the onboard Media Crew Members we were able to capture that drama with multimedia material of higher quality than ever, and deliver it for publication in high-value outlets worldwide.

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11

Race Control, Volvo Ocean Race HQ, Alicante, Spain

The Race Control room at Volvo Ocean Race headquarters in Alicante is the nerve-centre of the whole operation. From this ‘mission control’, the boats are tracked via the Inmarsat satellite network while at sea, with safety the prime concern for the Duty Officers who man the station 24/7. The room has its own independent power supply and can even operate without internet using the Inmarsat Satellite network should there be a breakdown in infrastructure locally.

Weather information: Race control prepares and transmits a daily weather package for the boats with assistance from on-shore weather specialists. Race Control has the latest updated weather models for quick assessments when needed in any critical event.

MCM controller station: A member of the communications team sees all the content coming through from the boats and makes a quick editorial decision on the incoming footage. It is a vital first stage in the process of producing content for our own platforms and delivering it to stakeholders and external media.

Control desk: In case of a situation that requires intervention from Race Management this desk can access all relevant information such as local charts, weather systems, boat data, etc. When key race personnel are travelling they can also access the Race Control remotely and view the same information live.

12

3D Race Tracker: Displaying the accurate boat positions and relevant weather and sea current data, updated every 60 seconds.

Time zones: The boats race through all the time zones.

However for all communication with race control UTC is used as the basis. The middle figure indicates the countdown to the next In-Port Race or Leg Start.

Multimedia content: The latest video and still pictures received from the boats.

Live content: Race Control facilitates live TV interviews and connects the boats to broadcasters across the world.

Duty Officers: The duty officers man Race Control 24/7 in eighthour shifts. They monitor the fleet constantly and can manually poll data in case of a systems failure.

Boat instruments: These B&G instrument displays have access to telemetry numbers from the boats and automatically display boatspeed and windspeed from the whole fleet.

Telemetry: Race control can access more than 20 different variables from black boxes in the boats, including boat speed, heel angle, temperature, G-force, wind speed, wind direction and wave height. Telemetry data is updated every 10 seconds and distributed to race trackers, websites and apps.

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Volvo Ocean Race 2011-12

Race Control at Volvo Ocean Race

»»

Live coverage of In-Port Races and Leg Starts plus a rigorous focus on supplying major broadcasters with news footage gave fans across the world a more complete range of viewing options than ever before.

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The combination of more compelling programming with ready-to-use news content for bulletins resulted in a 16% increase in cumulative TV audience across news and dedicated coverage to 1.55 billion.

»»

Hours of broadcast of shows went up even more to a total of 4,817 hours, a 42% increase on 2008-09.

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Growth in TV news coverage was 47.6% thanks to the focus on high-value broadcasters.

»»

Clever branding also contributed to a sharp lift in mediavalue for sponsors and teams. On average, each team accrued an average media value from television alone of more than 11.3 million euros, marking a 133% increase on the 2008-09 race.

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A total of 8,023 clips were downloaded from the Broadcast Room and Newsmarket, our main portals for the broadcast industry.

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Repeat programming played an influential role in increasing audience. Fox Sports Network in the United States broadcast 1,337 programmes over the course of the race, with a cumulative audience of 32.2 million.

Volvo Ocean Race 2011-12

Media Reach: Television

Number of tv broadcasts by country1 USA

1,379

Spain

903

UAE France

661

Portugal

652

China

557

South Africa

527

New Zealand

340

Brazil 149

Ireland

133

UK

132

Germany

97

Sweden

340

321

Italy

SAMPLE OF dedicated VOLVO OCEAN RACE TV BROADCASTERS

727

25

Europe

“The MCMs on the boats were terrific – what they delivered for highlights, for the web, for everyone and on live shows as well. A great rapport developed between the director and MCMs during live shows and it was evident with the performances of the crews during the coverage, pre-race and post-race. The overall structure of the Volvo programming and MCMs was a big step forward.”

China

Asia Pacific

Murray Needham - General Manager, TVNZ (New Zealand)

Americas

Includes news, live, dedicated programmes and magazines/shows Source: IFM/SMS October 10, 2011-July 20, 2012

1

14

Source: IFM/SMS October 10, 2011-July 20, 2012

15

Volvo Ocean Race 2011-12

Media Reach: Television

GROWTH IN Global Cumulative TV AUDIENCE (MILLIONS) 1,555 1,500 1,400

Cumulative global TV audience

1,476

Global TV audience by leg and Stopover

1,408

1,318

1,300 1,200

1,208

1,100 1,041

1,000 900

922

800 700 600

619

500 447

400 300 200 100

287

302

159

171

159

166

119

110

0 Pre-Race Leg 1 Leg 2 & Alicante & Cape Town & Abu Dhabi

Leg 3 & Sanya

Leg 4 & Auckland

Leg 5 & Itajaí

89

Leg 6 & Miami

79

67

Leg 7 & Lisbon

Leg 8 & Lorient

Leg 9 & Galway

Source: IFM/SMS October 10, 2011-July 20, 2012

GROWTH IN Global TV AUDIENCE

GROWTH IN Global TV COVERAGE

1,800,000,000

Country

Hours of Coverage

Cumulative Audience

Brazil

128:13:26

14,616,875

China

152:42:12

719,183,712

France

70:31:22

355,270,635

Germany

20:19:02

12,136,761

Ireland

74:02:32

10,387,900

Italy

28:03:49

6,563,900

Netherlands

0:03:18

646,000

New Zealand

35:49:00

62,810,177

Portugal

148:42:24

11,159,112

South Africa

359:58:37

12,033,361

Spain

368:51:09

233,722,947

Sweden

18:14:04

4,275,300

UK

76:18:55

4,579,054

UAE

594:15:31

3,282,337

USA RoW TOTAL

16

896:13:44

51,823,900

1844:36:39

53,025,098

4816:55:44

1,555,517,069

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China provided the biggest numbers in terms of audience by a large margin. A total of 557 broadcasts in China from a combination of news and dedicated coverage brought in a cumulative audience figure of over 700 million.

France showed strong growth from the 2008-09 Race.

From a cumulative audience of just over a million viewers in the last race, interest surged to make the country the second biggest TV market with a cumulative audience of 355 million, from 661 broadcasts.

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France, China and Germany all featured more than double the number of broadcasts and 100% increases in audience. In Brazil, the number of broadcasts also doubled, with a rise in audience of more than 50%.

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In partnership with leading television production company IMG the Volvo Ocean Race produced Video News Releases in four languages – English, French, Spanish and Chinese – for stations around the world.

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France’s leading television channel TF1 broadcast programmes throughout the race on Sundays, seen by 133 million viewers.

China’s main sports channel CCTV-5 featured the Race heavily throughout, attributing 16 million euros to the event media value total with a cumulative audience of more than 536 million viewers.

4,817 HRS

4,000

+42% growth

3,500 3,000

900,000,000

3,402 HRS

TV PERFORMANCE PER COUNTRY1

1,555 M

1,200,000,000

Skipper Ken Read, PUMA Ocean Racing powered by BERG, meets the press on arrival in port

4,500

+16% growth

1,336 M

1,500,000,000

5,000

2,500 2,000

600,000,000

1,500 1,000

300,000,000

500 0

2008-09

0

2011-12

2008-09

2011-12

Source: IFM/SMS October 10, 2011-July 20, 2012

Source: IFM/SMS October 10, 2011-July 20, 2012

GROWTH IN Global TV COVERAGE (IN HOURS) 5,500 Cumulative global TV coverage

Global TV coverage by leg and Stopover

5,000 4,816 4,500 4,284

4,000 3,744

3,500 3,175

3,000 2,627

2,500 2,000

IFM/SMS monitored these 15 countries throughout the period. “Rest of the world” is based on collected clippings and reports from non-monitored countries. Therefore it is likely that the Rest of the World is significantly higher, but no extrapolation has been applied to this figure.

1,500

Source: IFM/SMS October 10, 2011-July 20, 2012

1,000

1,995

1

500 0

1,490 904 464 139

441

326 138 Pre-Race Leg 1 Leg 2 & Alicante & Cape Town & Abu Dhabi

586 Leg 3 & Sanya

505 Leg 4 & Auckland

632

548

569

540

Leg 5 & Itajaí

Leg 6 & Miami

Leg 7 & Lisbon

Leg 8 & Lorient

533 Leg 9 & Galway

Source: IFM/SMS October 10, 2011-July 20, 2012

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Volvo Ocean Race 2011-12

“Everything worked incredibly well for us in this edition of the race. The live coverage was excellent and the highlight shows were put together very well. It was a very good production.”

Media Reach: Television

José Manuel Domínguez – International Programming, TVE/TDP (Spain)

“We were happy with the programming. We wouldn’t change anything and would even consider starting with programming earlier in the pre-race lead-up.”

Candice van Zyl – Programming, SuperSport (South Africa)

“We really liked the Volvo Ocean Race programming and we took everything in.

It was perfect for what we wanted to show once we formatted it for our purposes. Our viewers seemed to enjoy the production values and everything involved in this race.”

Volvo Ocean Race CEO Knut Frostad

Skipper Ian Walker, Abu Dhabi Ocean Racing

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There were more than 31 TV broadcasts per day during the race on average.

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The average audience per broadcast increased by 44% compared to the last edition (+ 53,722 on average per broadcast).

Top TV News Broadcasters by audience Country/Channel

Number of News Items Broadcast

Over 150 custom video news packages created for news agencies and TV channels

Cumulative Audience

CHINA CCTV-5

201

536,746,454

CCTV News

19

43,972,490

CCTV News English

29

10,353,000

TVE-1

65

131,206,820

Forta

314

722,278,764

Telecinco

18

26,778,811

TF1

12

78,673,300

France 3

38

86,746,800

France 2

23

29,586,900

Around 400 minutes of news footage was made available to global media on Volvo Ocean Race Broadcast Room

SPAIN

FRANCE

1

15 pre-race news packages produced to help build the drama before the action started

Conglomerate of Spanish regional channels

Top 10 TV Broadcasts Country Date

Channel

Duration

China

7-Nov-11

CCTV-1

0:00:26 13,218,000

China

6-Feb-12

CCTV-1

0:00:36 12,459,000

China

18-Feb-12

CCTV-1

0:01:00 10,822,000

China

19-Feb-12

CCTV-1

0:00:45 9,953,000

China

20-May-12

CCTV-5

0:00:28 9,877,000

France

15-Jan-12

TF1

0:01:59 8,966,100

France

13-Nov-11

TF1

0:01:52 8,805,000

France

6-Nov-11

TF1

0:01:59 8,694,500

China

15-Jan-12

CCTV-5

0:00:24 7,305,000

France

28-Dec-11

TF1

0:00:20 7,274,200

Source: IFM/SMS October 10, 2011-July 20, 2012

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Our audience for each individual news bulletin went up by 76% (+ 251,745 on average more viewers per broadcast).

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The media value per broadcast increased by 88% compared to the 2008-09 edition (+ €7,319 more per broadcast).

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July 3, the day Groupama arrived in Galway, generated more than 67 news items on TV bulletins, almost double the number of news broadcasts than any other day of the race.

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The Abu Dhabi dismasting and Sanya’s broken bow within the first 24 hours generated 28 TV news bulletins with a cumulative audience of 41.5 million.

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In France, Spain, China and New Zealand, there was on average at least one TV News bulletin per day of the race.

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The Leg 4 Start, held in Sanya, was watched by more than 3 million viewers on CCTV-5 in China.

Glen Millson, Rogers SportsNet (Canada)

“Live coverage is key for us and the 90-minute In-Port Race and 60-minute Leg Start format was perfect for our needs.”

Helene Cougoule – Commentator, Canal+ (France)

“Our news bulletin team are particularly keen to use Volvo Ocean Race footage due to the high quality footage and worldwide appeal/interest. It’s often so good, we may use it back-to-back.”

Richard Canham, News Producer, Perform Media Group

“We continually received great pictures from you guys. Loved seeing the winners of the legs.”

Declan McHale – SNTV, News Editor

Audience

More than 1.5 hours of skipper interviews and team Broll packages created prerace

“We’d all like to thank you for your efforts in providing such good quality coverage – it has certainly been some of the best we have seen from a round-theworld yacht race.”

Volvo Ocean Race 2011-12 TV News distributiontion

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International agencies (SNTV, AFP Video, Reuters TV, OMNISPORT, Eurovision/EBU)

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Direct to broadcasters

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43 hours in total (IMG)

Volvo Ocean Race 2011-12 TV ProgramMEs

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Volvo Ocean Race Broadcast Room / Newsmarket

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13 x half-hour highlight shows (Leg Starts/In-Port Race Highlights, Preview Show & Mid-Race Update)

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10 x Live In-Port Races (90 minutes)

»»

9 x Live Leg Starts (60 minutes)

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9 x 1-hour Leg Documentary Shows

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1 x 90-minute Official Film

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Reuters TV - Sports

1 x History of the Volvo Ocean Race Documentary (Pre-Race)

For additional data on Television see page 121

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58,978 online news reports during the Volvo Ocean Race 2011-12 marked a 94.8% increase on the previous race.

TOP ONLINE SOURCES RACE TO RACE COMPARISON (BY NUMBER OF ARTICLES) Country

Source

2008-09

2011-12

Growth

Le Figaro

1

340

+339

L´Equipe

12

160

+148

Ouest France

5

765

+760

Marca.com (Nauta 360)

164

226

+62

El Mundo Deportivo

32

189

+157

The New York Times

1

37

+36

The Washington Post

5

27

+22

Miami Herald

3

64

+61

La Stampa

14

212

+198

Gazzetta dello Sport

3

33

+30

Sina

67

330

+263

Guangzhou Daily

1

21

+20

The Guardian

4

45

+41

The Telegraph

46

277

+231

The National

0

263

+263

Sport 360

0

149

+149

globo.com

16

9

-7

lancenet.com

0

20

+20

Irish Times

141

137

-4

Irish Examiner

14

37

+23

A Bola

0

12

+12

Sapo.pt

6

31

+25

New Zealand

New Zealand Herald

15

253

+238

South Africa

Sport24

0

68

+68

Sweden

Aftonbladet

31

8

-23

Yahoo News

4

104

+100

Reuters

3

97

+94

The total number of online news reports reached during the 2008-09 race had already been overtaken after the Auckland Stopover (March 19, 2012).

France

On average, there were 207 online news stories per day on sites around the world, more than double the 2008-09 race.

Spain

Online news articles on the race were used in more than 100 different countries across five continents.

The arrival of Groupama to Galway on July 3 generated almost 1,000 online news stories from 46 different countries.

Leg 5 and Leg 1 attracted the highest number of online articles (8,899 and 8,826 respectively).

Prestigious sources like The New York Times, l´Equipe in France, The Guardian in the UK and Spain’s Marca, featured the Race on average at least once a week each on their websites.

In France, big titles Le Figaro and Ouest France, posted, on average, at least one story each per day of the race.

Volvo Ocean Race 2011-12

Media Reach: Online

USA

Italy

China

United Kingdom

UAE

Brazil

Ireland

Portugal

International

Source: Meltwater News from October 10, 2011-July 20, 2012

20

21

Race Village, ItajaĂ­

Volvo Ocean Race 2011-12

Case Study: Online

Media Reach: Online

Race Village, ItajaĂ­

Team Sanya in Auckland, New Zealand

number of ONLINE NEWS reports: TOP COUNTRIES France

Spain

5,292 9,711

USA

Australia

Italy

Hidden gems

11,296

The Volvo Ocean Race boasts such a diverse cast of characters, from the skippers, sailors and shore crew to the volunteers, staff and millions of race village visitors, that every edition produces stories you would never expect.

7,417 4,033

4,255

3,754

New Zealand

2,395

United Kingdom

Martin Kirketerp, a hard-working member of the Sanya shore crew, is about as unassuming a character as you can get. While he was known to a handful of race insiders, very few people had any idea that the Dane was a reigning Olympic champion.

2,238

Germany

1,898

Brazil

1,669

UAE

1,120 0

2,000

4,000

Source: Meltwater News from October 10, 2011-July 20, 2012

6,000

8,000

10,000

12,000

The gold medallist from the 2008 Games in Beijing was persuaded out of anonymity as the race arrived at the Chinese Stopover in Sanya. His decision to give up the chance of another Olympic gold and work his way up from the bottom in the Volvo Ocean Race struck a chord with sports fans worldwide.

The two biggest global news agencies Reuters and AP ran extensive features on Kirketerp, who has one prosthetic eye after overcoming cancer as a child, while CCTV in China gave him the status of a returning hero.

The story was picked up around the world and had a happy ending as he finally got his chance to sail on board Sanya for several legs and in-port races towards the end.

22

23

Volvo Ocean Race 2011-12

Media Reach: Online

1,226 876 876

883

887

680

383

547

652

657

822

870

924

1,118

1,180

1,367

1,004

1,154

1,480

2008-09 2011-12

1,388

NUMBER OF ONLINE SOURCES by leg + Stopover

Pre-Race & Alicante

Leg 1 Leg 2 Leg 3 & Cape Town & Abu Dhabi & Sanya

Leg 4 & Auckland

Leg 5 & Itajaí

Leg 6 & Miami

Leg 7 & Lisbon

Leg 8 & Lorient

Leg 9 & Galway

Source: 2008-09 data - Meltwater News September 20, 2008-July 12, 2009. 2011-12 data - Meltwater News October 10, 2011-July 20, 2012

CUMULATIVE GROWTH IN NUMBER OF ONLINE ARTICLES 70,000 The start of leg 9 from Lorient, France to Galway, Ireland

2008-09 2011-12

60,000

58,978

55,570 51,393

Average Daily Online News

47,009

50,000 41,661

250

207

40,000

58,978

60,000 50,000 +94.8% growth

20,000

100 20,000

102

10,000 5,169

6,122

0 2,015

14,573

11,784

9,139

Pre-Race Leg 1 Leg 2 Leg 3 Leg 4 Leg 5 & Alicante & Cape Town & Cochin/ & Singapore/ & Qingdao/ & Rio de Abu Dhabi Sanya Auckland Janeiro/Itajaí

10,000

30,280

28,820

27,069

26,018

23,701

20,716

13,995

30,000

500

26,582 21,136

40,000

+103.3% growth

+94.8% growth

32,762

30,000

30,280

200

150

GROWTH IN ONLINE ARTICLES

Leg 6 & Boston/ Miami

Leg 7 & Galway/ Lisbon

Leg 8 Leg 9 Leg 10 & Göteborg/ & Stockholm/ St Petersburg Lorient Galway (2008-9)

Source: 2008-09 data - Meltwater News September 20, 2008-July 12, 2009. 2011-12 data - Meltwater News October 10, 2011-July 20, 2012

0

0 2008-09

2008-09

2011-12

2011-12

Growth OF ONLINE ARTICLES Number of Online Sources

160,000

4,000

140,000 120,000 100,000

2,500

32,762

20,000

68,625

1,500

2008-09

2011-12

Groupama sailing team and Team Telefónica in Abu Dhabi Source: 2008-09 data - Meltwater News September 20, 2008-July 12, 2009 2011-12 data - Meltwater News October 10, 2011-July 20, 2012

26,582 21,136

1,000

0

47,009 41,661

60,000

0

58,978

40,000

2,000

500

55,570

50,000

80,000

20,000

Growth in online articles Online articles by leg and Stopover 51,393

30,000

40,000

24

60,000 +28.4% growth

3,500 3,000

+145.1% growth

70,000

4,240

4,500 168,217

180,000

3,303

NUMBER of Event Mentions

10,000 0 2008-09

2011-12

For additional data on Online see page 123

13,995 5,169

5,169

8,826

7,141

Pre-Race Leg 1 Leg 2 & Alicante & Cape Town & Abu Dhabi

5,446

6,180

Leg 3 & Sanya

Leg 4 & Auckland

8,889 Leg 5 & Itajaí

5,348

4,384

4,177

3,408

Leg 6 & Miami

Leg 7 & Lisbon

Leg 8 & Lorient

Leg 9 & Galway

Source: 2011-12 data - Meltwater News October 10, 2011-July 20, 2012

25

Picture power

Volvo Ocean Race 2011-12

Media Reach: Pictures

Official race photographers and onboard Media Crew Members shot and processed around 50,000 images over the course of the race, with editors selecting the best of them to send to media around the world.

The quality of those images is world class and on many occasions they tell the story by themselves and lead to coverage on some of the highest profile websites in the world – while newspapers and magazines have a natural choice for a front page, even if the news itself is not so prominent.

Pictures are also the driving force behind the race’s Facebook expansion. The photo galleries created by our editors from the work of the race photographers and the MCMs on board proved the most popular elements posted while the 2011-12 race was on, generating thousands of likes, shares and comments every time.

Tony Rae treats Mike Pammenter on board CAMPER after the South African bowman suffered a broken tooth and gash to the face in a fall during a sail change on Leg 1

26

27

Key Print Highlights by country*

2012 Date : 11/03/ CE Pays : FRAN Page(s) : 21 BATEAUX Rubrique : 338922 Diffusion : re : Hebdomadai Périodicité

Readership by Type of Publication/Growth in Readership by leg & Stopover

0

Leg 1 + Cape Town

Leg 2 + Abu Dhabi

Leg 3 + Sanya

Leg 4 + Auckland

776

Leg 5 + Itajaí

Leg 6 + Miami

Leg 7 + Lisbon

Leg 8 + Lorient

1,776

254,057,487

Italy

244

380,937,380

Netherlands

97

65,853,101

NZ

802

124,549,508

Portugal

505

206,690,478

South Africa

55

13,267,451

Spain

4,493

1,440,739,948

Sweden

96

35,972,148

406

2

Country: Chin Publication: a Date: Marc The Bund h 8, 2012 Page:

Tous droits

de reproduction

réservés

0

8

National

LA STAMPA

7

584

437

800

6

411

420

5

219

Pre Race + Alicante

Leg 1 + Cape Town

Leg 3 + Sanya

Leg 4 + Auckland

Leg 5 + Itajaí

Leg 6 + Miami

Leg 7 + Lisbon

Leg 8 + Lorient

199

275

212

355

361

513 Leg 2 + Abu Dhabi

3 2

166

0

269

200

229

Leg 9 + Galway

1 0

Source: IFM/SMS October 10, 2011-July 20, 2012

Reportage

FABIO POZZO DHABI INVIATO AD ABU

pianeta corsa intorno al Verso la Cina La le prime due tappe ha già «bruciato» tico e mezzo Indiano attraversando l’Atlan

3.5

2.5

+40.8% growth

6.8 BN

»»

3.0

2.0

1.0

Key targeted publications (eg l´Equipe in France, Marca in Spain, La Stampa in Italy, The Daily Telegraph in the UK, Global Times in China) more than doubled the number of articles in comparison to the last edition.

iles e pour mettre les vo Volvo prend la rout

4.83 BN

1.5

»»

Spain, which published on average 15 articles per day of the race, and France, with eight articles per day, topped our key markets in terms of number of articles.

G RAN D FO R MAT

d’un vitesse adaptatif, détection dépasser, véhicule en train de un de à la réflexion... Prendre alerte de franchissement toute bête. Limite idiote, sousanticollision, ligne, avertisseur l’ancienne base des Au départ, l’idée est – ça du de notre envoyé depuis Paris, filer jusqu’à détecteur de somnolence Cammas, détentrice grand break Volvo et l’instant, Groupama de Franck pourra être utile... Pour et sons), y a son 19 OCTOBRE, marins de Lorient. L’équipe (48 j 7 h 44 min et 52 les alarmes s’allument coins.

– à MERCREDI du monde à la voile les MATIN. PARIS-LORIENT. dans la grande soute record absolu autour nent encore dans tous de navidu matériel d’accastillage 500 premiers kilomètres Seul bémol, le système tour de chantier. Puis charger en Espagne, où Groupama Ces indique les le Morbihan sont un sur le port d’Alicante, gation embarqué d’apprivoimais Race – départ le vers bagages et l’acheminer chauffe. L’occasion limitations de vitesse course, la Volvo Ocean à la « zones à se prépare à une nouvelle Deux mille kilomètres pour une livraison ser les systèmes d’aide n’avertit pas des est équiailleurs).

Idéal pour tester, conduite dont la voiture risques ». de 5 novembre (lire par au volant (et retour). pée. Et il y en a ! Régulateur

2011-12

VOLVO OCEAN RACE

Paris

Une aventure de de huit mois

Départ

490 km

Lorient

FRANCE 716 km

ESPAG N E 795 km

CITÉ TABARMERCREDI, 14 HEURES. cordages, pluLY. – J’embarque quelques d’accastillage pièces sieurs cartons de de tente de réception. neuves et une toile les 555 litres du Juste de quoi remplir du cache-bagages. Ça coffre sous le rideau : accrochée sous le aurait pu déborder grille se déploie pour pavillon de toit, une d’objets dans l’habiéviter la projection sièges abaissés, le tacle. Bien vu. Tous du XC 70 atteint la tout seul jusqu’à volume de chargement il en existe de plus break réaccélère On pourrait je rabats les sièges même 1 580 litres (mais Par contre, pour vitesse maximale autorisée. finalement route ou mon kit surf, est équipée d’un C’est grands, lire par ailleurs). arrière. En plus, la voiture de bien rouler, se lasser à la longue. le dossier du en maintenant une les pièces les plus longues, super moteur qui permet assez sécurisant, tout rabat pas. Heuse ne autour de l’électrosiège passager avant de dérive à transmême chargé. » certaine vigilance pas ligne 2,4 l double turqu’après deux heures reusement, il n’y a Le cinq cylindres en à nique. Il n’empêche 4... cette année, de 205 ajoutées au trajet du porter pour Groupama bo diesel est passé, AUTOet demie de route, 70 en ont bénéfiun peu, manifester 215 chevaux ; les breaks MERCREDI APRÈS-MIDI. matin, je dois fatiguer l’heure, celui-ci ronbreak a de la gueule. de plus en plus cié les premiers. Pour l’autoroute A 10.

ROUTE A 10. – Ce – un vrai Volquelques mouvements sur : comme sur une ronne discrètement Toujours très rectangulaireélégante. C’est adaptatif assure incohérents au volant reste Le régulateur de vitessela vitesse de croiportable, les barvo... – mais la ligne sur qu’a choisi Franck batterie de téléphone tout le boulot. Calé d’ailleurs le modèle s’éteignent les unes : un sécurité de Alert Drive quotidien distance du la usage sur rettes sière choisie et Cammas pour un alerte sonore, une à la voiture qui V 70. Le côté barouaprès les autres. Une programmée par rapport automatiqueXC 70 plutôt qu’un qui s’affiche au légèrement surélevé tasse de café fumant » précède, il règle l’allure la Volvo décédeur sans doute, « Pause conseillée en tous chemins, tableau de bord... ment : ça ralentit devant, 70 pour supporter de roulerintégrale permas’intercale, le XC m’indique la Volvo. lère ; un quidam le avec sa transmission le ; la voie se libère, pratique, explique freine franchement nente. « Il est très prends mon vélo de skipper. Quand je

Alicante

001 km Distance totale 2 Coût du voyage 252 euros en carburant

niques sur place.

Autant que possible, toutes les pièces de rechange dont no u s p o u v o n s avoir besoin pour la maintenance ou la réparation du bateau sont fabriquées avant le départ par nos fournisseurs habituels et réparties dans nos containers. Il y a deux jeux de cinq containers : le premier est chargé sur un cargo de l’organisation qui, en avant de la course, prendra la mer pour Le Cap (Afrique du sud), terme de la première étape. Un

IR. MERCREDI SO Z. SAINT-JEAN-DE-LU – La nuit est tombée. file Passé Bordeaux, une de ininterrompue vers camions roule l’E spa gne. À bord, l’ambiance est apaiqui sante, l’éclairage alu souligne le cerclage pas des compteurs n’est suis agressif. Je ne À même pas fatigué. au Saint-Jean-de-Luz, la de parking de l’Hôtel kiloPlage, le compteur che métrique affi 716 kilomètres depuis km Lorient et 7,9 l/100 en consommation.

Photos L’Équipe Bernard Le Bars/

URS » toute LES AUTRES « DÉMÉNAGE marché, à un prix défiant aux plus grands breaks du

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d’Or remporte le Vélo GILBERT,récompensés : le roi des classiques Philippe Gilbert le Vélo d’Or Espoirs.

Sagan Les puncheurs d’Or français et Peter Voeckler le Vélo mondial, Thomas

PAGE 12

148,812,515

TOTAL

13,127

Navegando en el pa raíso

Multiscafi

OCEAN RACE QUE

ES LA CIUDAD

DEL MUNDO

e del vento La vela più veloc

A bordo di New

Country

La ‘ciudad de las velas’ abarrotó la bahía de Waitemata en la regata costera • Xabi Fernández: “Hay más barcos que coches”

France

Monoscafi

o nel giro del mond rbarca impegnata Zealand, la supe Il percorso

S

NADIE SE LO QUIERE PERDER

21

studiosabatin

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fattorini Operai, autisti, cerca lavoro.

ISTA esperto SERRAMENT esperienza montaggio,e porte Dieci anni di infissi e e riparazione manutenzion a Torino. Referenze. blindate. Residente .

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Spain

China

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LE MAGAZINE DE

. 4,50 EUROS TOUS LES CYCLISMES

47

237

+190

Ouest France

12

476

+464

Le Figaro

8

83

+75

Marca

128

255

+127

As

86

134

+48

El País

10

38

+28

Guangzhou Daily

17

33

+16

Global Times

2

31

+29

Beijing Evening News

25

17

-8

La Stampa

2

13

+11

Tuttosport La Gazzetta dello Sport The Irish Times

13

26

+13

65

49

-16

204

162

-42

Irish Independent

73

244

+171

Galway Advertiser

163

220

+57

The Daily Telegraph

19

64

+45

The Times

8

11

+3

The Independent

11

7

-4

Miami Herald

2

99

+97

USA Today

6

4

-2

The New York Times

5

5

0

Lance!

27

26

-1

O Globo

20

5

-15

Diario Catarinense

4

71

+67

Süddeutsche Zeitung

2

8

+6

Die Welt

9

7

-2

FAZ

29

15

-14

s.it

Italy

Ireland

UK

Brazil

Germany france2.fr

L´Equipe

publikompas

(Photos DR)

NUE EN TERRE INCON RENDEZ-VOUSAVEC FRÉDÉRIC LOPEZ LAK ET FRÉDÉRIC MICHA 5.

CE SOIR À 20H3

Growth

SPORTELLI

di Pietà, 2 Via Monte 9 Tel. 011.666.52.5 32 Via Marenco, 0 Tel. 011.666.52.8

(Photo Yvan Zedda/Groupama)

». Son coffre de la catégorie « déménageurs celui de la Skoda reste la référence de E (57 700 ). – Elle plus volumineux que MERCEDES CLASSE m de long) est encore sa Classe E d’une une voiture de 4,90 marque a donc équipé 695 à 1 950 litres (pour la demi-mesure : la lourds ou d’astuces, ne fait jamais dans pour le transport d’objets Superb Combi. Mercedes du coffre. Le raffinement avec correction de niveau à l’ouverture électrique sursuspension arrière pneumatique intérieur est sans mauvaise qui se relève automatiquement comme un cache-bagages prise. Tout cela a évidemment 350 de plus un poids (1 925 kg, un prix : que la Skoda !) et…

250 CDI 57 700 pour le Matic. Plus 204 ch. boîte auto 4 aide à la 1 900 le pack le détecconduite ; plus 350 teur de panneau ; etc.

2011-12

spazioaffari@

GE.MA. 011.6502212 moOREFICERIA oro, argenteria, acquista in contanti: Cristina 42.

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USA

G RAN D FO R MAT DÉCOUVERTE

2008-09

137.000 VELEROS

En Auckland una de cada cuatro familias tiene un barco

La nuova sfida

40

maurato precedentie servizi. I candidati di vendita di prodotti pregati di contattare sono entrambi i sessi il numero 800911898.

Source

CARLOS CARPIO EN AUCKLAND

desde pequeños: rugby, vela y fútbol. El fútbol es el menos practicado con diferencia.

Aquí los ídolos deportivos no se llaman Messi o Cristiano, responden a nombres como sir Peter Blake, auténtica leyenda viva desde que en 1.995 aplastó al barco norteamericano de Dennis Conner para le la Copa América; arrebataro Russell Coutts, que apunta Pepe Ribes, el capitán la clave de esdel Telefó- ta nica Team, dice pasión por la vela: que no ha visto queño salir a navegar “Desde peuna cosa igual.

Después de recoha sido una cosa natural para rrer más de 5.200 mí, millas durante di Abu Dhabi educación. Mi familia,parte de mi 20 días desde la dell’emirato localidad china de como tandei grattacieli tas en este país, Sanya, y con un sullo sfondo era muy aficionaestrecho marcaje New Zealand» da a la vela y yo en las últimas 36 «Camper-Team he crecido navehoras, el barco gando. Es lo más español entraba el pasado día 11 normal porque DA TORBEN GRAEL lo hacían todos mis en el golfo de Hauraki 4» TIMONATO 24 ORE amigos”. con una exiO IL RECORD DELLE IL VOLVO 70 «ERICSSON gua Auckland, enclavada NODI ventaja de tres MEDIA DI 24,8 millas con el NEL 2008 HA CONQUISTAT en un ist596 MIGLIA ALLA mo que se extiende Camper Team New PERCORRENDO en apenas dos Zealand, que kilómetros de ancho, llegaba a casa.

Era el final de la pocas ciudades del es una de las cuarta etapa de la Volvo Ocean mundo que tiene dos puertos Race y en juego en dos sólo estaba la tertintos. Por un lado, mares discera posición. Pero ARRIVO el puerto de si hablamos Manukau, de Auckland y hablamos al oeste, que da Galway a punto e regade vela, vo Mar Lorient al bramodifiche, messe la prova «inhablamos de cosas (Irlanda) de Tasmania; por (Francia) ieri serias.

PRIMA PAGINA el otro, SEGUE DALLA te costiere. E el puerto de Waitemata, “La llegada fue dalla barca PARTENZA Oceano muy apretada, que se Sanya port» è stata vinta abre al Océano Pacífico ellos conocían Alicante dell’Abu Dha- Atlantico bien la zona y se (Cina) Miami por el este iamo su un Volvo fueron acercando (Spagna) più locale, «Azzam», con a bordo i (USA) mucho. Y en to70, il monoscafo bi Ocean Racing, dos los barcos to e, que nos seguían, veloce del mondo. due unici velisti dell’Emira Abu Dhabi en los edificios desde Oceano Andrea «Camdi principe (EAU) il A bordo Pacifico las montañas había la costa y en Zea- come ospiti, family britannica e mucha, muper-Team New della Royal chísima gente dándoles sei superbardello sceicco. ánimos para land», una delle nella Volvo uno dei figli «Camque di nos pasaran. Fue un amOceano Noi saliamo a bordo ufficiali, biente che impegnate espectacular”. libere 70 «MASERATI» giro del globo Indiano Al final, el IL VOLVOdramático Ocean Race, il tappe (di cui per» per le provegli equipaggi teA FINE MESE CON 4 PRIMATI, TRAduelo con a la embarcaLisbona E IN ATLANTICO GIOVANNI SOLDINI LIZARD esercizio con cui ción local in equipaggio BrieNEW YORK-CAP se saldó a favor CERCHERÀ DI CONQUISTAR (Portogallo) media partner stano il percorso di gara. terItajai DELLA TRAVERSATA del Telefónica Team, el La Stampa è a I QUALI QUELLO (Brasile) líder de la comregata offshore fing tecnico, pranzo veloce sia urla Chris, Auckland mediante el fantástico per l’Italia), la petición, por escasos 92 vengono addosso!» solo che ci Città del Capo rossa (Nuova Zelanda) pericolosa che y tranquilo segunbandiera più difficile e costringe gli ra e via. Peccato La alegría (Sud Africa) in compenil de los españoles golfo de Hauraki. Una ubicación sventolando la dos. di nove nodi. Un vento. Il caldo, Ma non muove a esista perché privilegiada. En a sca, con punte della protesta. contrastaba con la decepción al massimo poco . Cominciamo Waitemata está, : le barNon più di 15 soffio in più, ma sufficiente de entre muchos equipaggi a tirareanche oltre i so, è asfissiante las más depoco pagno di ventura. timone di un millimetro accelerino otros, el Westhaven l’immenle manovre nell’attesa, ci vuole 47.000 personas que Marina, Desde un barco le imbarcazioni, recibieron che queste barche secondi per avvolgere uno de los mayores metri che sono lanciate, o che sul- provare su strambate en la bahía de Auckdi euro altri 10 per sten- quasi con rabbia. Adesso «Campuerdi milioni desde lo alto del dello start. Virate voce da Chris 40 nodi di velocità, tos deportivos de a la Volvo so genoa a prua, nodi. Inper fare danni land lanciarsi in MolOcean Race. gran todo a tredici a come è Chris...». opposto. lunghezza la naviga È comandate Monte Victoria, l’Oceano rio sur con capacidad el hemisfederlo sul lato farsi male. «Ehi, è scandi- per» skipper australiagiudici Ferrari a 350 para más de quasi a una velocità di queste e fortuna. I137.000 pista con una caso le chia- Nicholson, lo sulle spalle due 2.000 barcos. Es cualquier sitio es Il conto alla rovescia nodi lano loro, per MÁS DE Da poppa a Oxley, il na- credibile, el más grande, ricorso, il BARCOS Formula uno e no che ha già il nostro km orari. Non pero ni mucho doppia delle raffiche. ci Nueva Zelanda voce alta da Will vinti a bueno en to accolgono «ausnessuno, mare». io Mondiali più menos el único. del punta se sei girotondo compone de Una È la del mare non parla mano «Ferrari más un mirada desde los de 500 vigatore, un marcanton Auckland, ‘la «Mostro» esegue tra la a prua Race. Chris è al pianeta olimpiadi, pequeñas di Chris e i Servia. islas disemi- del 328 metros di velocità filiamo che pesano solo gli ordini quando alLa corsa intorno prime due tre Volvo Ocean e noi che divide lo sguardo nadas imponente Sky a quarti. ciudad de las lo largo de 1.500 alla ri- sono le Cerbero: ogni volta Tower que do14,5 di penalità Arriviamo che può sie» millas mina la del mare e il pc, Si al- lamenti dello scafo. E si ha giù «bruciato»ndo l’Atlanti- un moderno navegables. poco. a maleuomini superficie ciudad muestra virà velas’, para seguir en Wellington, essere sono dolori: perfetta. apre bocca nove «manotonnellate cinco matter»la ci Sidice la puertos de tappe, attraversa due cerca della rottadi sette nodi. I ziamo lo «spi» «Doesn’t capital, e oggi la che afición un solo en directo una vince- por el rugby ni a sbuffare sulle su le raggiunta è grande come anglosasso y barcos allá donde vistazo. Ves co e mezzo Indiano, All Blacks za una brezza Chris. Per glilos che tirano a navigare mettono sono vi- dizione,da tennis. es mayoritaria, a» etapa queste mires. sfortuna. da verricelli de i Por porta la riprenderà «Groupam Volvo algo velle», en se conoce a flotta campi Auckland no es francesi di re le prove libere Auckland como Dhabi è una per lamentarque haya afición su strambate: quanS’incuneano anglosasOcean Race. imbarcazioni la ciuNon c’è tempo verso la Cina. Abu dad de las velas. por latutti cini, troppo vicini. to, che vele. Virate già fatte, trenta? vela, E a bordo siamo es que eforma parte la barca del team mpa.it/mar giuria che fa da ne avremo inwww.lasta tappa voluta dall’Emira volta disoluble de la “Es impresiona tra noi e la barca davanti per un si. «Mostro», soni. una base te ci affianca. È vida de sus habiguardiano» si nte, hay casi intende diventare Però per i L’«arcigno dove ci siamo rifuamericano Puma, Troppo. «Ci más barcos que tantes. La familia Y es que en esta boa e ci passano è loro. coches. Aquí namedia neozelanciudad se tovicina. della vela invernale.Ocean Ra- verso poppa, a prendere posto man la Volvo Ocean vega todo el mundo desa tiene casa de unas connotacion soffio: la partenzaIl vento rinfre- sempre più dos es especiales”, y todos saben forzati della Volvo per il turi- giati, e ci invita di tortura. Fatica algo suyo. De hecho, Race como reconocía Íker Si va avanti. dín, barbacoa, perro, plantas, jar- de barcos. Es una tos aficionados que vienen a verMartínez, el palocura, y la vercoche (japo- dad es la sépti- trón agli strumenti ce non c’è tempo ma ocasión que nés)… y barco. nos, para la regata es que te produce del Telefónica con un comloro non signiUna de cada 4 fala mítica Vuelta costera supuso Team, el día mucha sa- al smo. Tappa per riparazioni, e sudore, condivisi tisfacción ver que milias tiene barco un pequeño problema antes de disputar Mundo hace parada hay tanta gente la regata in-port, en y fonda en en porque el fica riposo, ma Auckland desde Sólo en esta ciudad Auckland. que sale al mar a campo de regatas vetture e fuorila que una mala NA acquista vernos”, comenla primera ediera muy estresalida penalide menos AUTOTORTO Corso TortoOyPER ción, que se disputó millón cho, te limitaba zó al barco español max serietà. medio de habitantes de taba Xabi Fernández poco AVVIS nuovissime villette Da el recorrido y apehace casi cuastrada ogni tipo, y le condenó antes renta años, - 011.889664.

LIGURIA Ponente piscina. más de nas quedaba sitio a la sexta y última ¡137.000Iembarcacio hay de la regata costera, que affacciate mare, ATTIST 9. Tel. 011.8171643 en na 1.973. para que plaza. En Y de los 66 regata indipendenti, se dispu- tripulantes I CONTR nes tó en la bahía de recreo!, lo que 035.751111. costera de la quinta esa niobrásemos. Esto es como maque de Waitemata. € 229.000. Tel. arroja un proun río, etapa hay mucha Se seis embarcacioncompiten en las el triunfo trata de medio VIAGGI E VACANZE de un barco por ORARIO fue para el barco corriente, en muchos es, casi un tercio 30 mt mare bilocale unicada 9 per- estrecho,un campo de regatas muy de neoze- lugares PIETRA LIGURE > sonas, la landés, el Camper, ZIONE ellos (20) son neozelandes posto auto, pezzo hay poco fondo que gustó más a mayor presencia strateACCETTA para delirio de della propria nuova costruzione, los afiICI de y estos Immobiliare es. los miles SPAZIO AFFARI cos ECONOM barcos tienen mucho residences IPE 111,55. B&B habitante del mundo. bar- cionados que a los navegantes OUTSIDE nell’ambitouna presenza sempre de seguidores ANNUNCIpor co. Classe G per calado”.

Alberghi, pensioni, que se nunca , CIUDAD EMBLEMÁT cuyas quejas por echaron al mar a gia commerciale En los colegios, ricerca per gusta perder, hacerlo Si Tel. 019.629005. , sul mercato, el ver a poco los la ICA OFFERTE prueba. niños 0182.640776 espacio Giovedì competitiva vendita al più les en LAVORO rete Mignon, disponible fueron dan a elegir entre un sitio de tanto “Auckland es un “Cuando llegamos Dal Lunedì o della propria ALASSIO Hotel om, 20 mt. arraigo por la vesitio especial pamayoritarias. tres deportes costruzione allogl’inseril’ampliament gnonalassio.c Todo sea por el TOIRANO Nuova ra todos los que ya vimos que habríael primer día la como Auckland Piemonte. Offriamo della www.hotelmi fattorini ore 9,00 - 13,00 menù, pesce, in villa, ingresso agenti per il espectáculo. nos gusta molesta más. un montón speciali. Scelta Operai, autisti, gi. Ampia metratura giardini, terrazzi, team di professionisti mare, tariffe es una ciudad emblemáticla vela, de gente. Y paradójicam Al día mento in un , ampi 14,00 - 17,30 bambini gratis. esterna e arredo Tel. (To) cerca operatore indipendente ente, aun- rumbo siguiente, la flota partía a, con que es garage richiesta, AmB&B Immobiliare vendita pubblicitaria percossi formativi V.F. PLAST Poirino una satisfacción a Itajaí (Brasil), box, vista mare. previsti e avvio produzione.

Deen la ver a tan- reina vicino urbano, sono cambio stampi o sul campo. ore ufficio. centralissimo 019.629005. de esta Volvo Ocean etapa Venerdì e Prefestivi buona teorici e in affiancament bosessi tel. 011.9453348 SANREMO albergo camere, Race, candidati di 13,00 famigliare, incontrare 9,00 ore abbiano sideriamo mare, conduzione completa. automuniti che Italia 50 pensione cultura generale, bagno, tv, € Impiegati 14,00 - 17,00 esperienze nella RANO DI 40 METRI V» È IL MAXI-TRIMA MONDO SENZA «BANQUE POPULAIRE HA FATTO IL GIRO DEL DI 26,51 NODI PEYRON MEDIA CON CUI LOYCK DI SEMPRE A UNA TAPPE PIÙ VELOCE

NUMBER OF PUBLISHED ARTICLES

VELA

DE LA VOLVO

653,344,305 * Monitored markets

TOP SOURCES RACE TO RACE COMPARISON

2012

plus

PAGE 13

s… 24 pages spéciales. : résultats, classement

2011 er MARDI 1 NOVEMBRE

28

200

« Volvo Ocean de la série limitée de la portière, Plusieurs éléments barre de seuil en bas monde.

Race », comme la course autour du évoquent la fameuse

2011 VÉLO D’OR ROIS DE L’ANNÉE VOECKLER, SAGAN D’AZUR SUPPLÉMENT ROC

USA

- Adenium Productions

de jouer avec le mode séquentiel moutons permet de sentiment ! Passur la voie express. Le ! – J’ai tout débranché : la boîte auto. Retour JEUDI. VIVA ESPANA les grandes courbes rassurant, presque inimitable à bord d’une Volvo est – sompsé la frontière franco-espagnole, entre une Skoda Superb franchit les Pyrénées envie de du costaud ! À mi-chemin 20 000 euros de moins, de l’autoroute qui du matin – donnent se fait tueuses dans la lumière Combi qui coûte quasiment tarif (lire sonorité du cinq cylindres E presque au même reprendre la main. La roues motrices sur le revêteet une Mercedes Classe les options avant d’y ajouter toutes sécuriplus rauque, les quatre humide de la nuit sont par- par ailleurs)... de la Volvo. Pour résumer... ment encore un peu se fait d’aides à la conduite voiture (1 810 kilos) route santes. Le poids de la escapade sur une petite fois sentir. Une courte toujours des troupeaux de adjacente où l’on croise

espace l’un des et garantissant un (37 000 ). – C’est soigneusement assemblée SKODA SUPERB COMBI litres en configurala berline Skoda Superb, chargement de 603 offre un volume de concurrence. Issu de une longueur imbattable, la Combi ligne est agréable pour turbo diesel passagers arrière presque litres, toutes banquettes rabattues. La la plus haute (le 4 cylindres de 1 835 tion cinq places et prix pour la motorisation 2 litres de 170 chevaux), rehaussé de la berline (4,84 m). Son à identique à celle de quelques options indispensables pas 37 000 ce niveau, ne dépasse cossue. Soit pour une finition que notre 20 000 euros de moins quatre roues Volvo d’essai ! Les facturées motrices sont toutefois aussi un 1 500 euros. Il existe 6 3,6 litres de modèle essence V DSG, quatre 260 chevaux, boîte 520 euros. roues motrices, à 38

Wright, mon heures de voyage. Ben patron de PORT D’ALI», JEUDI APRÈS-MIDI. « correspondant 4, m’y bout, jusqu’à la CANTE. – Jusqu’au l’équipe à terre de Groupama cette traversée déchargeant le Méditerranée, dans attend au port. En aux paydu marin remard’ouest en est de l’Espagne coffre, l’œil averti je n’ai plus certains cuirs sages souvent mornes, aides à la quera tout de suite que d’une voile. les jamais réutilisé sont cousus à la manière à la mer de se laisse d’œil conduite. Cette Volvo deuxième C’est l’un des clins cette Volvo Ocean conduire... mais sur cette série spéciale l’affichage de la partie du parcours, depuis Race. consommation moyenne de plus pour Groupama. bondi Mission accomplie Lorient a, du coup, : au moment mon deuxième Et cerise sur le gâteau Cammas et d’un litre. J’ai fait 1 475 kilole VOR 70 de après repartir, de gazole de plein d’une sortie de ne jamais son équipage, de retour mètres... sous peine majestueusedu réservoir sont d’entraînement, glisse la nuit tomarriver. Les 70 litres Derrière le ponton, à parfois un peu justes. cuir et des- ment vers son de cousu bord de bée. tableau Alicante se STÉPHANE BARBÉ siné comme une vague,vingt-quatre profile enfin après

© Jean-Michel Turpin

Source: 2008-09 data IFM/SMS September 20, 2008 -July 12, 2009 2011-12 data October 10, 2011-July 20, 2012

230,499,717

che-

directedeuxième cargo ralliera deuRACE est notre LA VOLVO OCEAN ment Abu Dhabi, équipage, que le un tour du monde en ét apes xième escale, pendant pour Cap pa rco uru en neuf premier repartira du Les de la troi(L’Équipe du 29 octobre).

Sanya (Chine), arrivée de suite monocoques bateaux sont des sième étape. Et ainsi à mètres de de 70 pieds (21,33 pour un fonctionnement escale, la tu nous as long). D’escale en tiroirs. Les cartons que étaient : logistique sera primordialede amenés depuis Lorient modifiées à cinq containers (doublés)la circhargés de pièces pour entraînedix tonnes chacun et, b r e a k partir de nos récents un glisse dans constance,... ments, afin qu’on les » Volvo XC 70 d’assistance les containers en partance. partira rapide !

Volvo Ocean Race La Ben prochain « Le principe, expliquent d’Alicante, samedi Galway l’équipe à à Wright, patron de et Hervé pour une arrivée 2012, après terre pour Groupama, (Irlande) en juillet de la – Le Quilliec, responsable dernière escale à Lorient. une miniun faire logistique, est de S.B. techmum appel aux moyens

Saint-Jean-de-Luz

Arrivée

2008-09

cinq cylindres, 215 diesel double turbo, – Moteur : 2,5 litres litres aux 100 km. vaux. sur autoroute : 7,9 – Consommation × 1,86 × 1,60 m.

– L × l × h. : 4,84 : de 555 à 1 580 litres.

– Volume du coffre : 215 km/h – Vitesse maximale 0 à 100 km/h : 8’’3. : 57 645 – Prix (modèle essayé)

VOLVO XC 70 D5

minute, seul express de dernière 2012.

XC 70 D 5, gamme sur la durée, le break

0

273,381,242

206

AUTOMO BILE

SUR LA ROUTE – JUSQU’À ALICANTE (ESP) spécial

0.5

M

I primatisti

lunghe Polo a maniche il resto dell’equibianca come blu e cappelpaggio, pantaloni Andrea d’Inghillino. Il principe ito della Reterra, il secondogen ha esordito cogina Elisabetta, Ocean Race al sì ieri nella Volvo la barca timone di «Azzam», Timone Dhabi. del team di Abu britannico Ian che lo skipper sulla linea Walker gli ha ceduto messo in essersi di arrivo, dopo Il principe era tasca la vittoria.

Dhabi Tourism ospite dell’Abu governatiAuthority, il braccio do l’anivo che sta promuoven o. E su ma turistica dell’Emirat ha seguito uno yacht a motore della tappa la regata costiera anche l’ex predi Abu Dhabi Blair. mier inglese Tony

o.com

On average there were 43 articles published every day of the race in large circulation publications in our 15 key markets including the United States, China, Spain, the United Kingdom, France and Brazil.

36

VIERNES 23 MARZO

AUCKLAND VOLVIÓ A DEMOSTRAR AL PASO

I

cerca LISTA in Collegno parcellaCOMMERCIA telematiche e esperta pratiche maternità. Amboo@ zione per sostituzione e-mail a: studiosabatin sessi inviare

»»

Società 31

te rano rabbiosamen ker spinna Superbolidi Accele brezza grazie a con una minima campi da tennis grandi come due

Sangue blu Al timone anche il principe Andrea

materie plastiche Si AZIENDA stampaggio senior ambosessi. ricerca progettista pluriennale specifica, richiede esperienza Tel. 348.1500765. conoscenza lingue. immediata.

Disponibilità

CUMULATIVE PRINT READERSHIP

2012

STAMPA

316

400

4

290

321 507

600

Growth in Readership (In billions)

SABATO 14 GENNAIO

327

1,004

COPYRIG HT: are copyright Extracted by Kanta r Media. The works and purposes) or resold or without prior permissioncontents of the public scanned to ation from may not be which these copied or other O.J.D.: 270694 an internet/intranet extracts wise repro site. duced (even have been taken E.G.M.: 2973000 for internal Fecha: Tarifa: 27950 € 23/03/2012 Sección: VELA Páginas: 36,37

Centimetri - LA

Readership per period (In Millions)

W

385

UAE UK

Source: IFM/SMS October 10, 2011-July 20, 2012

1,200 Regional

950,975,810

Ireland

Readership by Geographic Reach of Publication/Growth in Readership by leg & Stopover

Growth in Readership

531

7

Source: IFM/SMS October 10, 2011-July 20, 2012

1,000

China

60,973,313

3

Leg 9 + Galway

127,416,085 2,456,055,609

1 Pre Race + Alicante

445

129

21

200

Brazil

2,544

5

20

13

Cumulative Readership

Germany

4

482

39

736

16

No. of published articles

France

6

35

Country

8

Growth in Readership (In billions)

82

58

473

400

55

671

600

845

800

733

47

Newspaper

785

1,000

Magazine

495

Readership per period (In Millions)

1,200 Growth in Readership

Volvo Ocean Race 2011-12

Media Reach: Print

2011 er MARDI 1 NOVEMBRE

Source: IFM/SMS October 10, 2011-July 20, 2012

29

Volvo Ocean Race 2011-12

Media Reach: Print

PRINT: AVERAGE NUMBER OF ARTICLES AND AVERAGE READERSHIP BY LEG AND Stopover

608,256

600

300,000 200,000

400

100,000

200 0

400,000

Average Readership/Articles

800

500,000 464,871

420,110

482,880

576,222

476,629

1,000

518,683

1,200

477,133

1,400

600,000

486,980

Number of Articles per Period

1,600

653,967

1,800

700,000

Average Readership/Article Number of Articles

2,000

Pre-Race + Alicante

Leg 1 + Cape Town

Leg 2 + Abu Dhabi

Leg 3 + Sanya

Leg 4 + Auckland

Leg 5 + Itajaí

Leg 6 + Miami

Leg 7 + Lisbon

Leg 8 + Lorient

Leg 9 + Galway

0

The race was featured on the front pages of major, high-circulation newspapers in key markets 106 times

Italy and the United States were the countries with the highest publicity value per article (€14,776 and €9,685 respectively)

Groupama’s arrival in Galway to seal victory generated 177 articles in monitored publications in a single day

Major newspapers in France and Spain featured the race at least once on 95% of days from the start of Leg 1 on November 5 to the end of Leg 9 on July 3

Source: IFM/SMS October 10, 2011-July 20, 2012

PRINT: Value per Country – Top 10 countries France Spain

Italy

€9,606,160

€4,621,129

GROWTH IN NUMBER OF PRINT ARTICLES

€3,605,369

Ireland

14,000

€3,483,077

Brazil

12,000

10,932

10,000

€2,239,668

USA

€1,936,937

China

€1,562,318

UK

€1,463,471

0

5,740 4,412

4,000 €2,000,000

€4,000,000

€6,000,000

€8,000,000

10,000,000€

2,651

2,000 0

PRINT: average readership per article per country – Top 10 countries

818

USA

Netherlands

Leg 3 & Sanya

Leg 4 & Auckland

1,620 Leg 5 & Itajaí

1,159

1,040

1,412

922

Leg 6 & Miami

Leg 7 & Lisbon

Leg 8 & Lorient

Leg 9 & Galway

GROWTH IN CUMULATIVE PRINT READERSHIP (IN MILLIONS) 8

7,104

Print readership per leg and Stopover Growth in cumulative print readership

5,740

6.796

6

4,767

6.367 5.509

3,776

5.006 4.519

4 2.956

3.747

2.267

2,231 0

1,373

14,776

2,942

Spain

1,328

Source: IFM/SMS October 10, 2011-July 20, 2012

3,724

Sweden

1,761

Pre-Race Leg 1 Leg 2 & Alicante & Cape Town & Abu Dhabi

7,574

Portugal

2 500,000

1,000,000

1,500,000

1.427

200,000

Source: IFM/SMS October 10, 2011-July 20, 2012

0

For additional data on Print see page 123

30

1,833

9,685

France

Germany

8,733 7,113

6,000

Source: IFM/SMS October 10, 2011-July 20, 2012

UK

9,892

8,000

€946,109

Portugal

Italy

13,344

€3,370,456

UAE

China

13,266

Cumulative growth in print articles Print articles per leg and Stopover

0.53

.089

0.84

Pre-Race Leg 1 Leg 2 & Alicante & Cape Town & Abu Dhabi

0.69

0.79

0.77

0.49

0.5

0.86

0.43

Leg 3 & Sanya

Leg 4 & Auckland

Leg 5 & Itajaí

Leg 6 & Miami

Leg 7 & Lisbon

Leg 8 & Lorient

Leg 9 & Galway

Source: IFM/SMS October 10, 2011-July 20, 2012

31

»»

Third-party production company USP Content gathered and distributed audio material throughout the race, targeting major networks to reach as many radio stations as possible.

»»

For individual broadcasters, a phone bridge operating from Race HQ put reporters and presenters in direct contact with the boats at any time of the day or night.

»»

Kantar Media, one of the world’s leading media monitoring companies, collated findings for a report commissioned by Volvo Ocean Race and USP.

Volvo Ocean Race 2011-12

Media Reach: Radio

RADIO CUMULATIVE AUDIENCE: TOP 10 COUNTRIES Country

Number of Broadcasts

Cumulative Audience

China

45

888,000,000

France

587

828,014,352

Spain

316

306,342,250

UAE

441

138,843,500

»»

Monitoring of 17 major broadcasters showed a 276% rise in broadcasts from the 2008-09 race with a total of 5,529.

Brazil

2,013

102,201,075

China provided the race’s biggest audience with more than 25 million potential weekly listeners.

New Zealand

1,290

88,197,125

»»

South Africa

177

41,625,000

»»

France was a close second to China in terms of audience thanks to a far higher number of broadcasts.

UK

31

25,569,500

Portugal

51

24,505,500

Ireland

217

22,982,500

Source: USP Content and IFM/SMS September 1, 2011-July 20, 2012

Top 10 radio stations: number of broadcasts Newstalk ZB

NZ

536

Atlântida Florianopolis

BR

484

Univali

BR

UAE

Radio Live

NZ

CBN Itajaí

BR

Radio 1 & 2

245 220

Radio 90 FM

BR

176

Atlântida Joinville

BR

173

France Bleu

FR

RTL

FR

154

0

450

311

166

100

200

300

400

500

600

Source: IFM/SMS October 10, 2011-July 20, 2012

Top 10 radio stations: CUMULATIVE AUDIENCE China National Radio

CHN

CRI

CHN

RTL

FR

RFI

FR

RNEE

FR

France Info

FR

Radio 1 & 2

UAE

Cadena SER

ESP

Newstalk ZB

Skipper Chris Nicholson, CAMPER with Emirates Team New Zealand

32

For additional data on Radio see page 124

375,000,000

237,880,566 204,700,000

ESP

France Bleu

511,875,000

200,000,000 154,284,633

116,636,355 97,187,500 65,248,000

NZ 52,286,800 0

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

Source: IFM/SMS October 10, 2011-July 20, 2012

33

Wade Morgan, Abu Dhabi Ocean Racing

Sailing’s Triple Crown

Volvo Ocean Race 2011-12

Volvo Ocean Race in the Sailing World

Volvo Ocean Race is the largest sailing property on Facebook by a big margin, with more than 200,000 fans by the end of the race

The Volvo Ocean Race is established as one of the Big Three events in global sailing and is out on its own in terms of social media engagement and internet presence.

Including all the team Facebook pages, the total number of fans by the end of the race stood at 379,559 and the number continues to grow

The America’s Cup is sport’s oldest active trophy and established as sailing’s leading in-shore event alongside the Olympics, which for a fortnight every four years brings the brightest media spotlight to the sport.

The only sailing site that got close to volvooceanrace.com in page views over the course of the race was the official Volvo Ocean Race Game site

In offshore sailing, nothing gets close to the Volvo Ocean Race for global reach and status. With a history dating back to 1973, the Volvo Ocean Race occupies a place on the calendar of major sporting events and is a key part of sailing’s Triple Crown.

In terms of engagement, fans of the Volvo Ocean Race are much more active than those of any other sailing event, including the America’s Cup

Awareness of Global sailing events Prompted awareness Unprompted awareness

Question: Which global sailing events can you name?

60% 50% 40% 30% 20% 10%

Facebook engagement 400,000

Fan Likes Fan Comments Fan Posts Shares

0

Extreme Barcelona World Match Sailing Series World Race Racing Tour Source: IFM/SMS July 2012

Volvo Ocean Race

50% Awareness

200,000

100,000

America’s Cup

Volvo Ocean Race

Source: Simply Measured October 10, 2011-July 20, 2012

Clipper RTW Barcelona World Race

Vendée Globe World Match Racing

Extreme Sailing

0

0% 5% 10% 15% 20% 25% 30% 35%

Interest

Source: IFM/SMS July 2012

WEbsite DAILY TRAFFIC RANK1 TREND 1

America’s Cup

30%

10%

34

America’s Cup

40%

20%

2 Page views: The value measures the estimated percentage of global page views of a site

Volvo Ocean Race

70% 60%

Alexa traffic rank is an estimated percentage derived from both the website reach and the number of page views averaged over time. The rank of a site reflects both the number of users who visit that site as well as the number of pages on the site viewed by those users.

The rank is among all the websites in the world.

Vendée Globe

Positioning of Global sailing events

300,000

0

Clipper RTW

Website Daily PAGE VIEWS2 (PERCENT) volvooceanrace.com volvooceanracegame.com americascup.com sailing.org

volvooceanrace.com volvooceanracegame.com americascup.com sailinganarchy.org

5000

0,0015

0,001

20,000 40,000

0,0006

80,000

0 July 2011

Source: Alexa

July 2012

July 2011

July 2012

Source: Alexa

35

Volvo Ocean Race 2011-12

volvooceanrace.com

The official Volvo Ocean Race website has acted as a central hub for core fans of the race since 1997 In 2011-12, the website was made available in English, French, Spain and Chinese, with specially targeted content in each language From the home page, fans access multimedia material direct from the boats, watch In-Port Races and Leg Starts live, read reports of the action and participate in a live blog on key days A separate Game website provided players with specific information. tips, leaderboards and a forum to enhance the playing experience

TOTAL VISITS

AVERAGE VISITS PER DAY 150,000

10,000,000

0

2008-09

4,000,000

90,000

60,000

23,683,495

20,000,000

+64.0% growth

2,000,000

»»

The Race and Game websites together had a total of 63 million visits and 187 million page views.

»»

The final day of Leg 7 attracted the highest number of unique visitors to the race site (172,846) and produced more than 1.8 million page views.

»» 3,824,523

+75.6% growth

+75.6% growth

80,012

30,000,000

120,000 41,580,298

40,000,000

140,474

6,000,000

6,271,831

50,000,000

TOTAL UNIQUE VISITORS

»»

85% of visitors came back to the website at least once.

»»

Paris was the city with the highest number of visits with more than 2 million.

»»

More than 2.4 million visits to the website came from Facebook.

On average, every day of racing produced 205,421 visits – 40% more than the Race daily average in 2008-09.

30,000

2011-12

0

2008-09

0

2011-12

VOLVOOCEANRACE.COM - CUMULATIVE PAGE VIEWS 2008-09

2011-12

150,000,000 2008-09 2011-12 122,732,849

120,000,000

25,000

+122.8% growth

80,000,000

127,139,950

21,189

+64.0% growth

111,317,352 100,797,685 +125% growth

90,000,000

120,000,000 100,000,000

AVERAGE PAGE VIEWS PER DAY 500,000

140,000,000

20,000

15,000

TOTAL PAGE VIEWS

400,000

300,000

+122.8% growth

429,527

AVERAGE UNIQUE VISITORS PER DAY

87,364,729 66,364,729

60,000,000

56,375,264 51,834,689 53,731,219

50,854,245

48,281,694

39,194,596

5,000 20,000,000 0

36

2008-09

2011-12

0

2008-09

100,000

2011-12

Source: 2008-09 data - Google Analytics September 20, 2008-July 12, 2009. 2011-12 data - Google Analytics October 10, 2011-July 20, 2012

0

29,335,033

24,374,565

192,796

40,000,000

42,642,283

30,000,000

200,000 57,067,472

12,921

10,000

60,000,000

127,139,950

2,884,974

0

1,703,171 9,676,351

23,010,144 17,356,472

Pre-Race Leg 1 Leg 2 & Alicante & Cape Town & Abu Dhabi 2008-09

2011-12

Leg 3 & Sanya

Leg 4 & Auckland

Leg 5 & Itajaí

Leg 6 & Miami

Leg 7 & Lisbon

Leg 8 & Lorient

Leg 9 & Galway

Source: 2008-09 data - Google Analytics September 20, 2008-July 12, 2009. 2011-12 data - Google Analytics October 10, 2011-July 20, 2012

37

Volvo Ocean Race 2011-12

Time on site

volvooceanrace.com

Continuously updating content encourages users to stick around longer at www.volvooceanrace.com than at similar sites monitored as part of our research, including World Athletics (iaaf.org), the women’s tennis circuit (wtatennis.com) and the main United States-based PGA golf tour (pgatour.com).

Live video coverage and interactive live blogs at key stages of the race plus real-time tracking of the boats helped give the official website an average Time on Site of 4min 17sec – an extremely positive number over the long months of competition.

Almost five million visits produced stays of between 10 and 30 minutes thanks in part to the live coverage.

TIME ON SITE (MINUTES) volvooceanrace.com iaaf.org wtatennis.com pgatour.com 10

5

0 July 2011

July 2012

DAILY PAGE VIEWS PER USER volvooceanrace.com iaaf.org wtatennis.com pgatour.com

12 10 8 6 4 2 0 July 2011

July 2012

DAILY TRAFFIC RANK1 TREND

volvooceanrace.com iaaf.org wtatennis.com pgatour.com 1000

10,000

100,000

July 2011 Source: Alexa1

July 2012

Alexa traffic rank is an estimated percentage derived from both the website reach and the number of page views averaged over time. The rank of a site reflects both the number of users who visit that site as well as the number of pages on the site viewed by those users. The rank is among all the websites in the world.

1

Watch captain Tony Mutter driving through heavy waves onboard PUMA Ocean Racing powered by BERG during leg 5 of the Volvo Ocean Race 2011-12, from Auckland, New Zealand to Itajaí, Brazil.

38

For additional data on volvooceanrace.com see page 125

39

Social and Multi Media

Volvo Ocean Race 2011-12

Itajaí was one of the race’s most popular host ports with over a quarter of a million visitors to the Race Village.

The fleet left Lisbon on what would prove to be the decisive stage as Telefónica fought desperately to regain their lead from Groupama.

The Spanish team would suffer three broken rudders as the drama unfolded before an avid Facebook audience.

Growth and engagement The growth in popularity of the official Volvo Ocean Race Facebook page between the 2008-09 and 2011-12 editions demonstrated just how important the platform has become in the last three years. The chart demonstrates how key moments in the race sparked big increases both in terms of numbers of likes and in fan engagement.

Facebook fans: It took one year to grow the base from 40k fans to 100k, then only 105 days to get to 200k After three successive leg wins for Telefónica, Groupama finally broke the Spanish team’s lock on the race with victory in Auckland. By March 9 the Facebook page had its 100,000th fan as the race became a major talking point in one of its traditional heartlands.

The first few hours of the race were among the most dramatic in the history of the event. A broken mast for Abu Dhabi was followed almost immediately by news that Sanya had collided with an Unidentified Floating Object, resulting in a massive hole in her bow section.

Both were out of Leg 1 and struggling to get back in the race at all.

Facebook: Page engagement

A resurgent PUMA team closed in on a second successive victory that was greeted by ecstatic home fans in Miami. The number of Facebook fans hit 150,000 that day.

Live updating coverage of the short final leg had Facebook fans hooked as Groupama sealed overall victory at the first attempt.

and fan growth over time 40,000 40,000

250,000250,000 35,000 35,000

30,000 30,000

People Talking About This

150,000150,000

15,000 15,000

100,000100,000

10,000 10,000

Source: Simply Source: Measured Simply Measured October 10, October 2011-July 10, 2011-July 8, 2012 8, 2012

40

People Talking People About Talking ThisAbout This

Jul 1 Jun 24

Jun 24 Jun 17

Jun 17 Jun 10

Jun 10 Jun 3

Jun 3 May 27

May 27 May 20

May 20 May 13

May 13 May 6

May 6 Apr 29

Apr 29 Apr 22

Apr 22 Apr 15

Apr 15 Apr 8

Apr 8 Apr 1

Apr 1 Mar 25

Mar 25 Mar 18

Mar 18 Mar 11

Mar 11 Mar 4

Mar 4 Feb 26

Feb 26 Feb 19

Feb 19 Feb 12

Feb 12 Feb 5

Feb 5 Jan 29

Jan 29 Jan 22

Jan 22 Jan 15

Jan 15 Jan 8

Jan 8 Jan 1

Jan 1 Dec 25

Dec 25 Dec 18

Dec 18 Dec 11

Dec 11 Dec 4

Dec 4 Nov 27

Nov 27 Nov 20

Nov 20 Nov 13

Nov 13 Nov 6

Nov 6 Oct 30

Oct 30 Oct 23

Oct 23 Oct 16

Oct 16 Oct 10

0 Oct 10

0

5,000

5,000

0

0

Jul 1

50,000 50,000

People Talking About This

25,000 25,000

Total Page Likes

Total Page Likes

200,000200,000

Total PageTotal likesPage likes

41

Volvo Ocean Race 2011-12

Social and Multi Media

Facebook consumption 120,000

Photo views Video plays

Link clicks Other click

100,000 80,000 60,000 40,000 20,000

Jun 10 Jun 17 Jun 24 Jul 1

May 20 May 27 Jun 3

May 6 May 13

Apr 1 Apr 8 Apr 15 Apr 22 Apr 29

Mar 25

Feb 12

Feb 19 Feb 26 Mar 4 Mar 11 Mar 18

Jan 1

Jan 8 Jan 15 Jan 22 Jan 29 Feb 5

Nov 20

Nov 27 Dec 4 Dec 11 Dec 18 Dec 25

Oct 9 Oct 16 Oct 23 Oct 30 Nov 6 Nov 13

0

Source: Simply Measured October 10, 2011-July 8, 2012

Facebook page fans: demographic profile

Facebook page fans: Consumption totals

60,000

Other Clicks Photo views Video Link playsClicks Link clicks Other clicks Video Plays

50,000 17,460

40,000 30,000

34,553

32,814 21,060

11,219

0

13-17

18-24

25-34

35-44

Source: Simply Measured October 10, 2011-July 20, 2012

WRC

7,000

35,000

Average People Talking About this

15,663

4,771

15,009

16,245

7,947

6,000

30,000

Number of Fans

206,046

62,791

419,413

966,016

679,340

5,000

Last 3 months fans increase

86,079

14,108

39,299

36,697

48,873

Average Engagement Rate

9.54%

8.26%

3.75%

1.70%

1.20%

1,000

Average People Talking About This (3 months average)

20,000

0

18,000 Volvo Ocean Race

16,000 14,000

4,000

WRC America´s Cup

2,000 0

0

200,000

400,000

Source: Simply Measured October 10, 2011-July 8, 2012.

The size of the bubble relates to the average engagement of the previous three months.

5,000 0

Brazil

USA Portugal Ireland

UK

Source: Simply Measured October 10, 2011-July 20, 2012

»»

The Volvo Ocean Race Facebook page grew almost 300% while the 2011-12 race was going on.

»»

Videos posted on Facebook were viewed more than 200,000 times and photos more than half a million times.

»»

Competitions provide a great way to access data about fans and stay in contact. More than 11,000 people entered the IWC Schaffhausen Speed Record competition, providing personal data as a condition of entering.

10,000

6,000

10,000

+

12,000

8,000

Galway Lisbon Dublin S. Paulo London

Source: Simply Measured October 10, 2011-July 20, 2012

WTA

PGA Tour

3,000

2,000

FACEBOOK - Benchmark against other sporting events

15,000 3,007

3,000

20,000 4,034

4,000

25,000

16,331

WTA

6,270

PGA Tour

24,896

Facebook: Top 5 Countries

America´s Cup

Facebook: Top 5 Cities

Volvo Ocean Race

26,971

FACEBOOK - Benchmark against other sporting events

Source: Simply Measured October 10, 2011-July 8, 2012.

45-54

Source: Simply Measured October 10, 2011-July 20, 2012

12,237

An average of just under 10% of all fans “talking about us” was almost three times higher than the PGA Golf Facebook page and five times higher than the WTA.

28,370

»»

4,932

10,000

32,003

On average 15,663 people per day were “talking about us” – the key measure of Facebook engagement – over the final

20,000

three months of the race, a number that outstripped much bigger pages in real terms including the PGA and WRC.

6,378

»»

While the PGA Golf Tour, World Rally Championship and Women’s Tennis Tour (WTA) have more fans overall, the Volvo Ocean Race commands more attention and generates more engagement.

Photo views

9,764

»»

15,831

12,140

600,000

800,000

1,000,000

Number of Fans

For additional data on Facebook see page 128 42

43

After Leg 1, the total number of views from the 2008-09 race had already been surpassed The number of YouTube subscribers more than trebled during the race

YOUTUBE - TOTAL VIEWS

YouTube - Playback Locations YouTube watch page Mobile devices Embedded player YouTube channel page

8,000,000 7,000,000 6,000,000

6.2%

5,000,000

Around 29% of the total views (2.3 million) came from a mobile device

Volvo Ocean Race 2011-12

Most video views come from the United States – the number one country for video in terms of sharing and consumption

8,009,085

The Volvo Ocean Race’s official YouTube channel had more than 8 million views from over 150 countries over the course of the race – 7 million more views than in 2008-09

24.2%

+654.9% growth

4,000,000 1,060,973

Social and Multi Media

3,000,000

40.7% 40.66%

2,000,000 28.9%

1,000,000 0

Source: YouTube Analytics October 10, 2011-July 20, 2012

2008-09

2011-12

Source: YouTube Analytics October 10, 2011-July 20, 2012

TOP COUNTRIES (NUMBER OF VIEWS)

Most popular* videos on YouTube

USA

Spain

599,246

France

492,727 452,607

Germany

420,009

Netherlands

403,490

UK

1.Telefónica Big Wave Crashes

2.Huge Wave Knocks Down Nico

1,346,015

385,238

Sweden

376,114

Canada

364,128

Italy

282,137

Brazil

300,000

600,000

900,000

1,200,000

1,500,000

Source: YouTube Analytics October 10, 2011-July 20, 2012

3. Brutal Wave Smashes Abu Dhabi

4. CAMPER Avoids Whale Collision

5. Leg 1 Start Full Live Replay

The battering received by the teams in the Mediterranean on Leg 1 made for brutal conditions for the sailors, while CAMPER’s Chuny Bermúdez was knocked from his feet in memorable footage.

Five of the six boats were forced to stop on Leg 5 and only three made it to the finish line, while CAMPER and Abu Dhabi were forced into desperate mid-ocean repairs.

Leg 8 saw Telefónica battle to regain the lead before seeing their hopes dashed by three rudder breakages in quick succession.

Along the way, they also lost out to CAMPER in a ferocious battle for the IWC Speed Record Challenge.

YOUTUBE: AVERAGE DAILY VIEWS BY PERIOD (SHOWING TRENDLINE) 70,000

Average Daily Views

Trendline

Source: YouTube Analytics October 10, 2011-July 20, 2012

44

23,423

30,987 Leg 9

Galway

32,681 Lorient

42,917 21,886 Lisbon

27,633 Leg 7

18,149

22,104 Leg 6

Miami

25,365

31,738 Auckland

25,397 Leg 4

17,706 Sanya

23,331

21,331 Leg 3

Alicante

0

Abu Dhabi

10,000

Leg 2

28,597

20,000

27,218

45,708

30,000

13,283

Average Daily Views

40,000

Leg 8

50,000

Source: YouTube Analytics October 10, 2011-July 20, 2012

Itajaí

* number of views on Volvo Ocean Race YouTube channel.

62,273

60,000

Leg 5

8. Raw Power - The Best Of Leg 8

Cape Town

7. Leg 1 Documentary Show

Leg 1

6. The Perfect Storm

Leg/Stopover

45

Videos were liked on YouTube more than 21,000 times

MCM Amory Ross on board PUMA’s Mar Mostro

Volvo Ocean Race 2011-12

Social and Multi Media

Among the major news sites embedding YouTube videos were CNN, the BBC, Daily Telegraph and The National in Abu Dhabi Videos uploaded to the Volvo Ocean Race channel were voted as favourites more than 8,000 times

Those guys hang on like ninjas! #volvooceanrace ionGuy123456789

WOW, Crazy guys! maddave111

All in a day’s #sailing in the most inhospitable #ocean in the world. And they make it look easy.

25,104

25,000

Followers added since the start of the Race Source: Simply Measured October 17, 2011-July 20, 2012

Twitter feed

+49.3% growth

20,000

16,812

15,000

10,000

Going viral

5,000

46

How our Twitter followers reacted to Telefónica sailors being swept off their feet in the Southern Ocean

Twitter followers: More than 60 new followers every day during nine months of the race

THE OFFICIAL VOLVO OCEAN RACE TWITTER FEED 28,000

1,800

Followers Followers Added

1,600

24,000

1,400 20,000 16,000

1,000

12,000

800 600

Followers added 1

1,200

8,000

400 4,000

200

0

1

Followers added since the start of the race

July 9

Jun 18

May 28

May 7

Apr 16

Mar 26

0 Oct 10

To see the video go to bit.ly/GOzhxV or go to www.youtube.com/volvooceanrace and search ‘Telefónica wave’.

For additional data on YouTube see page 130

Kim Oblak

Mar 5

While around half a million check out the video on YouTube, millions more see the clip on news bulletins and internet sites. Among the broadcasters and sites using the clips are Eurosport, Discovery, Fox Sports (United States), TVE (Spain), TF1 (France) and O Globo in Brazil.

Holy smoke!!! Must be the crossed-up sea state.

But that’s what #extremesailing is all about I guess.

Feb 13

»»

By now, the first emails and calls are coming in asking for the original video file and producers put together a Video News Release to highlight the footage. That is sent out via international news agencies and to individual broadcasters around the world.

Željko Serdar

Jan 23

»»

The multimedia team in Alicante HQ uses Facebook and Twitter to promote the video and within hours it has clocked up hundreds of thousands of views.

Jan 2

As the file is played out in Race Control it is immediately clear that the footage is incredibly powerful. Editors make

»»

Dec 12

»»

The MCM edits and compresses the video and sends it back to Race HQ within minutes using the Fleet Broad Band 500 high-speed satellite link.

a ‘rough cut’ and load it up on the official race channel before starting work on the more polished footage for broadcasters.

Followers

Nov 21

»»

Everything that happens on board is recorded by HD video cameras and stored on a delay line. The Media Crew Member, realising how spectacular the waves must have looked, hits the “crash” button to preserve the last four minutes of video.

Followers added 1

Oct 31

»»

It all starts on board Telefónica, as the race leaders are battered by a series of enormous waves on their way to Cape Horn on Leg 5. Across the fleet there are crashes, storms and breakages and the latest monster hit in 40 knots of wind sends skipper Iker Martínez up on deck to check if everyone is still on board.

Followers

»»

0

True #sailing!

1

March 25, 2012:

alanwrenchable

Source: Simply Measured October 17, 2011-July 20, 2012

47

Volvo Ocean Race Apps

Volvo Ocean Race Game

The App for phones and tablets (iOS and Android) meant fans could track the boats from anywhere with details on speed, heading and weather conditions all available along with news, video, images and audio The Game App changed the way people played the Volvo Ocean Race Game, allowing virtual sailors to alter course settings, monitor weather and check on the progress of the Game fleet while on the move More than 150,000 App downloads for iOS – nine times more than in the 2008-09 race – and more than 34,000 App downloads for Android

A Volvo Ocean Race App was downloaded a total of 266,300 times

The Tracker App (iOS)

iOS & Android APP DOWNLOADS – CUMULATIVE GROWTH

App downloads Tracker App Game App

220,000

160,000

185,300

183,382

177,628

171,281

163,706

152,161

142,483

Brazil 6,519 nedewS

setatS detinU

Total up to July 20

Source: Capptain / iTunes October 30, 2011-July 20 2012

0

Pre-Race

Leg 1

Leg 2

Leg 3

Leg 4

Leg 5

Leg 6

Leg 7

Leg 8

Leg 9

UK 7,823

ylatI

Source: Capptain / iTunes October 30, 2011-July 20 2012

From the opening of the Race Village in Alicante through to the finish in Galway, an average of 690 people downloaded the App each day – 28 downloads per hour

USA 11,155

Italy 8,113

modgniK detinU

Netherlands 9,272

ecnarF

Google Earth image of top 10,000 players of the Volvo Ocean Race Game (above) Game website (below)

Sweden 11,155

Source: United Games October 13, 2011-July 20, 2012 lagutroP

lizarB

volvooceanracegame.com –total Players 160,000

dnalniF

60,000 40,000

Leg 3

Leg 4

136,314

129,303

80,000

114,978

100,119

100,000

Leg 7

Leg 8

Leg 9

60,655

Individual players

120,000

123,751

140,000

144,869

Total up to July 20

144,264

Last Race total

Spain 24,628 France 7,678

sdnalrehteN

0

New Zealand 4,491

Portugal 4,926

niapS

142,924

40,000

VOLVOOCEANRACEGAME.COM – top 10 countries (players)

140,340

80,000

127,882

120,000 98,893

Number of Downloads

160,000

23,214

30,000

16,000

60,000

27,000

+93.1% growth

90,000

34,662

120,000

54,000

140,000

150,638

200,000

20,000

The Game App (Android)

48

For additional data on the Game see page 128

Pre-Race

Leg 1

Leg 2

Leg 5

Leg 6

Source: United Games October 13, 2011-July 20, 2012

49

Volvo Ocean Race 2011-12

Social and Multi Media

Tracking the fleet

»»

All the content produced by the Media Crew Members and sent back to HQ was made available in raw format via the race’s Livestream multimedia platform.

»»

The Volvo Ocean Race boats are tracked continuously by satellite to provide vital real time information to race management at a state-of-the-art Race Control room at HQ in Alicante.

»»

Each team had a dedicated channel within Livestream, with tens of thousands of fans using the service to consume HD video, stills, audio files and text.

»»

»»

As the race reached its conclusion more and more video calls were programmed with the boats and made available to watch live and on demand on Livestream.

Sophisticated software translates the information into graphical form so fans can also follow the boats wherever they are in the world via the web and on Apps, or on embedded trackers on external sites.

»»

»»

The Livestream platform also hosted live HD streaming of Leg Starts and In-Port Races alongside a forum for fans to boost engagement.

From the start of the race, the Géovoile 2D Tracker was able to use data to display position updates every 60 seconds at Leg Starts and on approach to finish lines (reduced to every three hours during racing).

»»

By the time the boats reached the shorter European legs, audience demand was such that live tracking was switched on throughout, accompanied by a Live Blog powered by Scribble to allow fans to discuss the race.

»»

Predicted positions were also introduced, using routing software algorithms to project possible routes and prompt debate.

»»

For the final third of the Race, the VirtualEye 3D Tracker (using the Unity plug-in) provided high-end tracking of the boats.

Race Control located at HQ, Alicante, Spain

More than 16 million visits (16,224,094) and 244 million page views (244,458,639) to the Tracker during the race The Tracker had 67.3% more total visits and more than seven times more page views than in the last race

6.7 million video views recorded on the Livestream channel during the race

Leg 8 attracted the highest number of visits per day (131,112) and also the highest number of page views per day (3,928,305)

Media value of €3,793,510 generated in total via the platform More than 134,000 unique viewers watched the Leg 9 Start in Lorient on Livestream

RACE TRACKER: AVERAGE DAILY VISits 140,000

Leg 5 & Itajaí

Leg 6 & Miami

Leg 7 & Lisbon

Leg 8 & Lorient

Leg 9 & Galway

1,000,000 500,000

Source: Livestream Analytics October 10, 2011-July 20, 2012

50

131,112

123,164

64,254

46,016

94,565

105,189 52,713

101,106

0

For additional data on Livestream see page 130

Leg 9

Leg 1

Leg 2

Leg 3

Leg 4

Leg 5

Leg 6

Leg 7

Leg 8

283,696

2,000,000

2,575,100

2,500,000 2,032,308

Around 10% of visits to the race tracker lasted for more than 30 minutes

786,674

3,000,000

1,477,973

Leg 4 & Auckland

Leg 8

3,500,000

1,369,684

Leg 3 & Sanya

Leg 7

RACE TRACKER: Visits per leg

1,714,610

Leg 1 Leg 2 & Cape Town & Abu Dhabi

Leg 6

1,998,582

197,500

The May 31 arrival into Lisbon pulled in 200,816 visits to the Tracker and a record 7,894,980 page views

123,920

126,485

120,648

103,241

129,382

166,652 Alicante

Leg 5

Source: Géovoile November 5, 2011-July 20, 2012

3D tracker

1,500,000 0

Leg 4

3,134,284

282,410

Leg 1

59,291

50,000

18,030

100,000

Leg 3

0

200,000

150,000

Leg 2

60,557

30,000

300,000

57,902 59,551

Livestream - unique viewers by Leg & Stopover

+67.3% growth

66,558

90,000

120,594

120,000

2D tracker

60,000

250,000

daily average 2008-09 daily average 2011-12

51,501

2008-09 2011-12

82,522 83,292

On average, 59,965 unique viewers watched each Leg Start on the platform

Volvo Ocean Race 2011-12

Livestream

49,889 71,442

Social and Multi Media

Leg 9

Source: Géovoile November 5, 2011-July 20, 2012

51

Volvo Ocean Race 2011-12

Economic Impact

Direct economic impacts estimated for selected sports events (â‚ŹM)(1), (2) FIA Formula 1 British Grand Prix 2008

67,87

Volvo Ocean Race, Alicante Stopover 2011

57,45

Golf US Open 2008

50,45 (3)

Volvo Ocean Race, Sanya Stopover 2012

38,11

Golf Ryder Cup Wales 2010

32,64

Volvo Ocean Race , Abu Dhabi Stopover 2012

20,71

FIA Formula 1 Australian Grand Prix 2011 Swim Olympic Trials in Nebraska 2008 Golf Scottish Open 2011

18,85 (3) 10,06 (3) 3,51

Figures refer to the direct economic impact in the host countries. Where the country-wide impact was not available, PwC presented the impact in the host local region. In principle, the country-wide impact can be larger or smaller than the regional impact, since the impact in the rest of the country (outside the host region) can be either positive or negative.

(2) For those studies providing results in other currencies than the Euro, PwC converted the results to Euros using the average annual exchange rate published by the European Central Bank for the year when the event took place.

(3) Direct impact in the local region, as the impact in the whole country was not estimated.

Average direct impact per tie.

(1)

Huge crowds during the final week of the race in Galway

52

53

Race Village visitors Demographic Profile Latin America 1.6% USA/Canada 2%

Oceana/Africa/Asia 1.4%

Volvo Ocean Race 2011-12

Economic Impact: Abu Dhabi

Economic Impact: Alicante 82.7% of foreign Race Village visitors in Alicante think they will visit the region again as a result of their experience 711 media representatives from 44 countries were accredited for the Alicante Stopover Other European Countries 24.1%

Race Village visitors answering the question: Do you agree with the following statement “I would recommend the Comunidad Valenciana as a tourism destination”?

Rest of Comunidad Valenciana 14%

Source: PwC/Gfk survey

3.9%

no yes

ECONOMIC IMPACT – ALICANTE (IN EUROS)

96.1%

Comunidad Valenciana

Rest of Spain

Total Spain

Direct Impact1

46.96M

10.49M

57.45M

Indirect Impact2

25.04M

8.02M

33.06M

Induced Impact3

17.28M

2.84M

20.12M

Total Impact on Production4

89.28M

21.35M

110.63M

23 Days + Pre-Race Period

Impact in terms of production and employment generated in the industries that have benefited directly from investments made as a result of the Volvo Ocean Race 2 Impact caused by the knock-on effect that the increase of activity in the industries that have benefited directly has on the rest of the supply chain (e.g. on the food and beverage providers of the hospitality industry) 3 Impact caused by the increase in income and, consequently, in the expenditure made by the employees working in the industries that have benefited directly and indirectly 4 The sum of the three impacts above Source: PwC/Gfk survey 1

Disagree Neither agree nor disagree Agree

Abu Dhabi Ocean Racing’s Azzam approaching her home port

Foreign Race Village visitors answering the question: Do you think that you will visit the Comunidad Valenciana/Spain again as a consequence of the current visit?

0.8%

1.5%

15% 82.7%

ECONOMIC IMPACT – ABU DHABI (IN EUROS) Abu Dhabi

Rest of UAE

Total UAE

Direct Impact1

22.26M

0.7M

22.96M

Indirect Impact2

10.92M

0.4M

11.32M

Induced Impact3

5.72M

0.21M

5.94M

Total Impact on Production4

38.91M

1.32M

40.22M

14 Days Stopover

Don' Know No 2 Don’t know/don’t answer No 1 No No, I think I will visit again but Yes not because of this visit Yes

Source: PwC/Gfk survey

Impact in terms of production and employment generated in the industries that have benefited directly from investments made as a result of the Volvo Ocean Race 2 Impact caused by the knock-on effect that the increase of activity in the industries that have benefited directly has on the rest of the supply chain (e.g. on the food and beverage providers of the hospitality industry) 3 Impact caused by the increase in income and, consequently, in the expenditure made by the employees working in the industries that have benefited directly and indirectly 4 The sum of the three impacts above

89% of visitors to the Race Village in Abu Dhabi would recommend the city as a tourist destination 362 media representatives from 33 countries were accredited for the Abu Dhabi Stopover

1

Source: PwC/Gfk survey

Race Village visitors’ answers to the following question: Do you agree with the following statement “I would recommend Abu Dhabi as a tourismDisagree destination”?

Disagree 0.7%

RACE VILLAGE VISITORS DEMOGRAPHIC PROFILE

Neither

10.3%

Agree

USA/Canada 4.2%

Europe: 17.3%

Abu Dhabi Emirate: 43.5%

Agree

54

Source: PwC/Gfk survey

Agree

Disagree

Neither

Agree

Neither

Agree

Agree

96.2%

Residents in UAE

Disagree Neither

19.2%Disagree Neither

Rest of the UAE: 31.4%

Neither

Neither Disagree

Africa/Oceana/Latin America: 1.9%

0.7% Rest of Asia: 1.7%

3.3% 0.5%

Agree Disagree

89%

All visitors

Race village, Alicante

Disagre

Neither

80.1%

Disagree

Agree Neither Agree

Disagree Neither agree nor disagree Agree

Residents abroad

Source: PwC/Gfk survey

55

89.7% of foreign Race Village visitors in Sanya would recommend China as a tourist destination

Race Village visitors Demographic Profile USA/Canada 3.% Europe 3.9%

Hainan

Rest of Asia 2%

Rest of China Hainan 30.5%

Rest of China 60.6%

Volvo Ocean Race 2011-12

Economic Impact: Auckland

Economic Impact: Sanya

417 media representatives from 19 countries were accredited for the Sanya Stopover

Rest of Asia Europe USA Canada

Race Village visitors answering the question: Do you agree with the following statement “I would recommend the Hainan as a tourism destination”?

2.6% 2%

disagree strongly

Source: PwC/Gfk survey

Disagree somewhat

Disagree strongly

Neither Agree norsomewhat disagree Disagree disagree strongly

19.3% 76.1%

ECONOMIC IMPACT – SANYA (IN RMB)

Neither agree nor disagree Agree somewhat Agree strongly Neither Agree nor disagree Agree Somewhat Disagree somewhat Agree Strongly

16 Days + Pre-Race Period

Hainan

Rest of China

Total China

Direct Impact1

334.17M

-18.3M

315.87M

Indirect Impact2

309.76M

0.64M

310.4M

Agree Somewhat Agree Strongly

Foreign Race Village visitors answering the question: Would recommend the rest of China as a Disagree strongly tourist destination?

Race Village, Auckland

ECONOMIC IMPACT – Auckland (NZ$)

Disagree somewhat

Induced Impact3

91.48M

-2.38M

89.11M

Neither agree nor disagree Agree Somewhat

10.3%

Total Impact on Production4

735.41M

-20.04M

Disagree strongly

715.37M

1 Impact in terms of production and employment generated in the industries that have benefited directly from investments made as a result of the Volvo Ocean Race 2 Impact caused by the knock-on effect that the increase of activity in the industries that have benefited directly has on the rest of the supply chain (e.g. on the food and beverage providers of the hospitality industry) 3 Impact caused by the increase in income and, consequently, in the expenditure made by the employees working in the industries that have benefited directly and indirectly 4 The sum of the three impacts above Source: PwC/Gfk survey

The Volvo Ocean Race Stopover generated the following outcomes for Auckland:

The Volvo Ocean Race Stopover generated the following outcomes for New Zealand:

14,692 international & domestic visitor nights

13,632 international visitor nights

Net exports of $7.45 million (regional exports less regional imports)

Net exports of $5.79 million (national exports less national imports)

A regional GDP impact of $5.96 million

A national GDP impact of $6.25 million

A return on regional investment of 194%

A return on national investment of 124%

Agree Strongly

Disagree strongly Disagree somewhat Neither agree nor disagree Neither agree nor disagree Agree Somewhat Agree somewhat Agree Strongly strongly Agree Disagree somewhat

20.5% 69.2%

Source: PwC/Gfk survey

75% of maritime businesses involved in the Stopover agree that the event was effective in generating future business and helping to grow the international reputation of the NZ marine sector.

276,651 visitors (many first timers) came to the waterfront to enjoy the free innovative entertainment.

The In-Port Race course in the inner harbour showcased Auckland as a sailing destination to visitors and television viewers worldwide.

Source: Auckland Stopover event report.

Source: Auckland Stopover event report

When questioned, 85% of people said that the event increased their pride in Auckland and made it a better place to live, work and play More than 80 Auckland businesses were contracted directly to the event. A further 55 businesses were subcontracted by these contractors The following programmes (or live inserts into programmes) were produced from the Race Village: Tamati into Breakfast (March 8) Close Up (March 9) Good Morning (March 14) Firstline (March 15) Today show, Australia (March 17-18) Breakfast (March 17) TV One News (daily from March 7-18) TV 3 News (daily from March 7-18) Sky News (March 11 and 18), Prime News (March 11) TV One Sport (March 17-18) Team Telefónica arriving in Sanya

56

An estimated NZ $4 million was spent with local businesses and between 450550 temporary jobs were created or sustained by the event.

Source: Auckland Stopover event report

57

Volvo Ocean Race 2011-12

Economic Impact: Galway

Economic Impact: Lisbon

Race Village, Lisbon

ECONOMIC IMPACT – Galway (IN EUROS)

95.3% of foreign visitors to the Race Village in Lisbon would recommend the city as a tourist destination

ECONOMIC IMPACT – LISBON, Portugal (IN Euros) 10 Days Stopover

246 media representatives from 26 countries were accredited for the Lisbon Stopover

2

2

1.7% 0.8%

Don't Know / No answer 2.5%

RTW

Disagree somewhat

2

1

95.1%

Other Portuguese district Lisbon district

Disa

Agree somewhat

Neither

3

94.9%

Agree strongly

10.20M

Induced Impact3

4.89M 31.52M

Direct Impact1

19.54M

-3.73M

15.81M

Indirect Impact2

11.65M

-3.08M

8.57M

Induced Impact3

3.93M

-0.65M

3.28M

Total Impact on Production4

35.13M

-7.46M

27.67M

Don't know

3

n't Know / No answer

agree somewhat

ither agree nor disagree

ree somewhat

ree strongly

1.7%

Don't Know / No answer

Neither Agree Som Agree

RACE VILLAGE VISITORS DEMOGRAPHIC PROFILE Neither agree nor disagree

3

2

Agree somewhat

Race Village visitors’ answers to the following question: Do you agree with the following statement “I would recommend Galway as a tourism destination”?

Agree strongly

Rest of Europe: 6.3%

Disagree somewhat

Neither agree nor disagree

RTW

Don't know

other

Disagree strongly Disagree somewhat Disagree somewhat Neither agree or disagree Neither agree nor disagree Neither agree or disagree Agree Somewhat Agree somewhat Agree strongly Strongly Agree Agree Somewhat Strongly Agree

Europe

Race Village visitors’ answers to Neither theagree following question: nor disagree Do you agree with the following statement “I would Agree Somewhat tourism destination”?

County recommend the rest of Ireland as aAgree Galway City: 29.7% Neither

Rest of Ireland: 32.4%

Agree Som

Other Portuguese district

Agree somewhat

2.2%

2.2%

Galway

Agree

Agree strongly

Lisbon district

95.6%

Residents abroad

58

Strongly disagree

Strongly disagree

98%

Rest of the world: 1.2%

Lisbon District: 83.9%

Source: PwC/Gfk survey

0.3%

Rest

Neither agree nor disagree

Disagree Neither agree nor disagree Agree somewhat Agree Agree strongly Don’t know

1.7%

Other countries 13.0%

Don't Know / No answer

2.9% somewhat Disagree

95.3% 80.1%

Galway City

Disa

Disagree somewhat

Agree strongly

Galway City

Rest of County Galway

Disagree somewhat

Rest of Portugal: 8.5%

Don't Know / No answer

Agree somewhat

Rest of Ireland

RACE VILLAGE VISITORS DEMOGRAPHIC PROFILE

Residents in Portugal

Neither agree nor disagree

Other countries

Source: PwC/Gfk survey

Disagree somewhat

Agree

Don't Know / No answer

Rest of Ireland 288 media representatives were of County Galway accredited for the Galway Rest Stopover

Source: PwC/Gfk survey

istrict

All visitors

98% of foreign visitors to the Race Village in Galway would recommend the city as a tourist destination

1 Impact in terms of production and employment generated in the industries that have benefited directly from investments made as a result of the Volvo Ocean Race 2 Impact caused by the knock-on effect that the increase of activity in the industries that have benefited directly has on the rest of the supply chain (e.g. on the food and beverage providers of the hospitality industry) 3 Impact caused by the increase in income and, consequently, in the expenditure made by the employees working in the industries that have benefited directly and indirectly 4 The sum of the three impacts above

Disa

Agree Som

ortuguese district

Total Ireland

Other countries

Impact in terms of production and employment generated in the industries that have benefited directly Neither from investments made as a result of the Volvo Ocean Race 2 Impact caused by the knock-on effect that the increase of activity in the industries that have Agree Som benefited directly has on the rest of the supply chain (e.g. on the food and beverage providers of the Agree hospitality industry) 3 Impact caused by the increase in income and, consequently, in the expenditure made by the employees working in the industries that have benefited directly and indirectly 4 The sum of the three impacts above

Disa

Don't knowNeither agree nor disagree

Europe

Indirect Impact2

Don't know

1

2.7% 0.9% 1.3%

16.43M

Total Impact on Production4

RTW

Other Portuguese district Race Village visitors’ answers to the following question: Lisbon district Do you agree with the following statement “I would recommend Lisbon as a tourism destination”?

Rest of Ireland

Total Portugal

Direct Impact

1

Europe

Galway

7 Days Stopover

Neither agree nor disagree

Disagree strongly Agree Somewhat Disagree somewhat Agree Neither agree nor disagree Agree somewhat Agree strongly

Rest of County Galway: 29.7% Source: PwC/Gfk survey

3

Source: PwC/Gfk survey

Don't Know / No answer Disagree somewhat

Source: PwC/Gfk survey

Don't Know / No answer Disagree somewhat

59

Race Village, Itajaí

Race Village attractions »»

The Volvo Ocean Race invested heavily in creating a Race Village Experience that would attract fans in their thousands at every Stopover and bring them back for repeat visits.

»»

Main attractions were the 3D Cinema, The Ride (a Volvo Open 70 racing yacht simulator), The Grinder (a chance for fans to test their strength against each other), The Dome (featuring the Keep the Oceans Clean film and exhibition), the children’s Airballs game, a Jumping Castle and Volvo Trucks.

»»

At eight of the 10 Stopovers, The Ride and 3D Cinema were visited by more than 1,000 people each day.

»»

Record visits came in Sanya, Auckland and Itajaí. In Sanya, an average of 2,300 people went on The Ride each day and in Auckland and Itajaí, more than 2,000 people watched the 3D movie each day.

TOTAL FOOTFALL BY VORE ATTRACTION 300,000

The 3D Cinema was the most popular attraction with 212,424 visitors around the world

649,030

600,000

582,795 527,280

500,000

504,645

400,000

0

0

3D Cinema The Ride

The Dome The Grinder Volvo Trucks Jumping Castle

Airballs

Source: Volvo Ocean Race. VORE: Volvo Ocean Race Experience

Alicante Cape Town Abu Dhabi Sanya

Auckland

Itajaí

Miami

Lisbon

Lorient

43,749

66,235

55,515

22,635

118,130

59,248

40,488

199,897 140,649

73,871

112,747

312,644

101,161

100,000

50,000

386,515

300,000 200,000

100,000

34,566

692,779

35,017

Total VORE visitors per Stopover

38,636

Total VORE visitors accumulated

700,000

57,799

Volvo Ocean Race Experience Visitors Per Stopover

150,000

146,553

A total of 692,779 visitors to the Volvo Ocean Race Experience in all the Stopovers

176,245

200,000

Race Village, Itajaí

212,209

250,000

Galway

Source: Volvo Ocean Race. VORE: Volvo Ocean Race Experience

Volvo Ocean RACE FOOTFALL - DAILY AVERAGE Total VORE Visitors Per Stopover

Daily Average VORE Visitors

0

Alicante Cape Town Abu Dhabi Sanya

Itajaí

4,861

43,749

4,140

66,235

55,515 Auckland

Source: Volvo Ocean Race. VORE: Volvo Ocean Race Experience

60

5,047

22,635

15,000

Miami

5,000

2,500

Daily/Average VORE Visitors

118,130 6,217

2,382

30,000

40,488

45,000

10,000

7,500

1,509

59,248

60,000

4,232

75,000

6,716

7,047

101,161

90,000

4,553

Total VORE Visitors Per Stopover

105,000

73,871

112,747

120,000

Grinding Challenge Lisbon

Lorient

Galway

For additional data on the Volvo Ocean Race experience see page 131

Inside the 3D Cinema

61

Volvo Ocean Race 2011-12

The Volvo Ocean Race Experience

Sponsorship

All sponsors benefit from the power of a sports and entertainment platform that connects customers and consumers on a global scale and over a prolonged activation period. »»

In the uncluttered environment of the race, sponsors and brands are able to command attention to create impact and build powerful and memorable campaigns with our audience.

»»

The Volvo Ocean Race audience is sponsorship savvy and comprises an attractive managerial/ABC1 demographic.

»»

Sponsorship is far more than a simple badging or advertising exercise. Sponsors such as Volvo, Inmarsat, Thrane & Thrane, BCG, DHL and IWC Schaffhausen are integral to the delivery of the race and the way it is enjoyed on site, live on TV and in the news media.

»»

The race is a proven business to business and consumer engagement platform generating results that achieve multiple campaign objectives.

»»

Team sponsors such as Puma, Camper, Abu Dhabi, Groupama, Telefónica, Iberia, Mapfre, Emirates, IWC Schaffhausen and Etihad form a credible part of the storytelling of the race.

Groupama sailing team on stage at the Galway Stopover

Official Logistics Partner DHL transport Volvo’s concept cars from port to port

62

Inmarsat dome at sea battling the elements

IWC Schaffhausen – always on the start line

63

Volvo Ocean Race 2011-12

A proven platform

Volvo Ocean Race 2011-12

VOLVO OCEAN RACE IMAGE VALUES (7 MARKET1 ANALYSIS)

Sponsorship Volvo Ocean Race Tennis (4 Grand Slam tournaments) Golf (4 Major events) Formula 1 Tour de France

Adventurous

Teamwork

Challenging

Exciting

High Quality Skipper Ian Walker from Abu Dhabi Ocean Racing, setting sail from Sanya

An analysis of Volvo Ocean Race fans in seven markets1 at the end of the race produced the following results: »»

»» »»

»»

volvo ocean race fans are sponsorship savvy Question: Thinking about the sponsorship of sport in general, to what extent do you agree with the following statements, using a scale of 1 to 5, where 1 is strongly disagree and 5 is strongly agree

The core demographic of Volvo Ocean Race fans (65% of total) is above 35 years old, with men making up 62% and women 38% (higher percentage of women than general sailing fans).

I am more willing to buy products from brands that sponsor sports I like

Volvo Ocean Race fans are made up of 80% ABC1 social class (managerial position).

Sponsorship has a more positive impact on me than traditional advertising

Volvo Ocean Race fans are more positive towards sponsorship and more likely to buy products from brands that sponsor sports they like.

I am sceptical about brands who sponsor sport, they are only in it for themselves

3.8 3.4 2.7 4.0 3.6 3.0

3.2 3.1

40

40

30

30

20

20

10

10

0

0 Over 35 Under 35 Yeas years

64

30%

40%

50%

3.5 3.0 2.5 2.0 1.5 1.0

Men

Women

Markets: Brazil, France, Italy, Netherlands, Spain, Sweden and UK Sample: 600 people interested in sport 15 + years old representative by country / 250 people interested in sailing.

Source: IFM/SMS July 2012

1

20%

Volvo Ocean Race Fans Sports Fans

4.0

38%

50

35%

50

4.5

62%

65%

60

10%

Source: IFM/SMS July 2012 . 1 Markets: Brazil, France, Italy, Netherlands, Spain, Sweden and UK

Product service sector affinity

FAN DEMOGRAPHICS: AGE AND GENDER

60

0%

Volvo Ocean Race Fan Sailing Fans Sports Fans

Source: IFM/SMS July2011

70

Innovative

2.2

Average income of a Volvo Ocean Race fan is €63K (+67% higher than general sports fan).

70

Environmentally Friendly

0.5 0 Travel & Clothes & Tourism Fashion Source: IFM/SMS July2012

Cars

Insurance Credit Cards

Sports Airlines & Financial Watches Luxury Goods Flights Services Goods

Fans gather in Sanya for the Leg Start

65

Sponsorship

FIFA

Tangible Benefits 30%

Tangible

Intangible

11%

89%

Davis Cup

19%

81%

F1

20%

80%

Volvo Ocean Race

30%

70%

Volvo Ocean Race 2011-12

Breakdown of tangible Vs. intangible value

Source: IEG Valuation Statement for Volvo Ocean Race September 2012

Intangible Benefits 70%

Sponsorship - intangible elements Intangible

Source: IEG Valuation Statement for Volvo Ocean Race September 2012

Breakdown of tangible Value

ID in Broadcast Exposure 46% Promo/Access 4%

Sampling/Display 9%

VIP Hospitality/ Tickets 5% Other 2%

10

Awareness of Property

10

Category Exclusivity

8

Level of Audience Interest/Loyalty

9

Ability to Activate

10

Limited Degree of Sponsor Clutter

8

Susceptibility to Ambush Marketing

8

Networking Opportunities

10

Media Coverage Potential

10

Established Track Record

10

Total Intangible Score Website/Digital 14%

Proven partnerships, real value

Sponsor ID in TV broadcasts of Live/As Live dedicated programming and news broadcasts

»»

Signage and other branding in Race Villages and designated race areas such as flags, banners, prize-giving backdrops, leaderboard, etc.

»»

Guaranteed visibility on Volvo Ocean Race website and digital assets, publications and other collateral materials

»»

Sampling, promotional sites/displays at Race HQ and in Race Villages

»»

Key value drivers

VIP hospitality, VIP passes, tickets to prize-givings, Race Village tours

»»

Promotions/access on board Volvo Open 70s to leverage sponsorship

IEG concluded that the main value drivers of commercial partnerships with the race are:

»»

Access to Volvo Ocean Race Crew mailing list

Volvo Ocean Race appointed IEG to apply their objective marketleading valuation methodology to the commercial programme, to measure the tangible and intangible value of a partnership.

»»

Extensive and seamless brand integration through all Volvo Ocean Race platforms, including media channels and Race Villages

»»

Broadcast exposure. The most tangible value driver is the recognition sponsors/partners receive during broadcasts across multiple markets

»»

Product/service exclusivity – the ability for sponsors to integrate and showcase their products and services

»»

»»

»»

Media coverage across major global markets, providing all sponsors/partners with a high potential for visibility and coverage Prestige. The race has a high level of prestige and awareness within ocean racing and competitive sailing. The race also has an extremely loyal fan base, which drives brand visibility and brand association Networking opportunities – allowing commercial partners to build relevant business to business relationships with new or existing clients, achieving tangible sales results

Source: IEG Valuation Statement for Volvo Ocean Race September 2012

93/100

IEG rated the intangible aspects of a commercial partnership with the Volvo Ocean Race, based on 30 years of tracking the sponsorship industry and using their intelligence database which reviews hundreds of sponsorship contracts every year.

The scores depended upon how the race performed against standard IEG criteria and compared to similar properties within the sector.

Benefits to which a clear monetary value can be assigned include: »»

The Volvo Ocean Race has a long tradition of working with commercial partners, many of whom have supported the race for over a decade, contributing products, services and fees to deliver the event and play vital roles in its growth. The intangible benefits include category exclusivity, ability to activate and networking opportunities, are among the key drivers for team sponsors and global race partners.

66

Tangible benefits

Signage 20%

Score (1-10)

Prestige of Property

Intangible benefits IEG states that when a company conducts a sponsorship, it should primarily be buying access to a property’s intangibles: the qualitative benefits that a sponsorship delivers, such as borrowed imagery and audience loyalty. The intangible benefits of the Volvo Ocean Race include: »»

Category exclusivity

»»

Use of Volvo Ocean Race imagery/content & logos

»»

Audience loyalty

»»

Networking opportunities

»»

Sponsor ability to activate

IEG concluded that in the case of the Volvo Ocean Race, approximately 70% of the sponsorship value is generated by intangible sponsorship benefits, while 30% is generated from the tangible benefits.

IEG research demonstrates that with truly global properties such as the Olympics, FIFA and F1, sponsors are primarily paying for global reach, promotional rights and activation opportunities. These are all intangibles.

67

Volvo Ocean Race 2011-12

Multiplied Activation »»

New markets: Host cities across five continents give sponsors a platform to enter new markets, while connecting directly with millions of consumers and thousands of corporate customers.

»»

Business networking: The race delivers unrivalled networking opportunities between sponsors, key customers and government officials/local dignitaries from host cities. For example, DHL could meet and network with Board executives from Volvo Car Corporation and Volvo Group 10 times in nine months, while hosting over 500 key customers in Race Villages.

»»

Brand loyalty: Inmarsat used the race to entertain a number of ‘business critical’ customers and partners to great effect, demonstrating the use of Inmarsat technologies in the toughest conditions imaginable. The result has been to stimulate sales and increase customer loyalty.

»»

Engage employees: The race enables multinational corporations to involve, engage and excite employees. Sponsors such as DHL, Groupama and Telefónica inspired employees with updates from the race, displays at head office and a branded version of the official game restricted to employees. DHL’s Backstage Facebook page has an incredible 144,000 ‘likes’.

»»

Corporate citizenship: The race is also ideally suited to execute Corporate Social Responsibility programmes, with hundreds of school children participating in educational programmes, Try Sailing initiatives and environmental schemes.

Volvo Pavilion in Race Village hosting key customers

Pro-Am guests about to set sail aboard CAMPER

68

Sponsor event inside the Volvo Pavilion

Prize-giving, Abu Dhabi

69

Volvo Ocean Race 2011-12

B2C Marketing

Fans crowd the main stage at the Alicante Stopover

Inside CAMPER’s Race Village store

70

The PUMA Quad

Engaging consumers »»

On a host of different platforms, the Volvo Ocean Race 2011-12 brought partners and stakeholders into direct contact with the public.

»»

CAMPER’s dynamic pavilion installed at selected Race Villages introduced the brand to new customers and helped showcase and retail a new range of shoes and clothing.

»»

PUMA met a key objective by introducing and retailing their new sailing range to the public via the PUMA Quad at Stopovers.

»»

Abu Dhabi, Groupama, Sanya, Telefónica and Volvo also had popular pavilions at Stopovers over the course of the race.

»»

Fans had the chance to ask skippers their own questions on the main stage at some Stopovers in Q&A sessions.

»»

In Auckland, fans queued around the block for the opportunity to visit CAMPER with Emirates Team New Zealand’s base at one of their two home ports.

71

Global Markets

Port

Total Footfall

Average Daily Footfall

Alicante

800,8821

34,821

Cape Town

124,271

7,310

Abu Dhabi

124,604

8,307

Sanya

273,747

17,109

Auckland

276,651

25,150

Itajaí

282,000

14,842

Miami

25,823

1,722

Lisbon

202,490

18,408

Lorient

230,000

14,375

552,0472

61,339

Galway

New territories, new fans »»

The 11th edition of the Volvo Ocean Race visited 10 countries across five continents, drawing in 2.9 million visitors.

»»

The race’s biggest breakthrough was a Stopover in Abu Dhabi to mark a first visit to the Middle East.

»»

An average of 36,275 people visited the Race Villages on In-Port Race and Leg Start days.

»»

In Alicante, around 21,000 people watched the In-Port Race on land and another 5,000 watched from on the water distributed in 375 different boats.

»»

Over 30,000 people visited the Abu Dhabi Destination Village on the opening day on December 31 and over 25,000 came to the opening in Sanya, Lorient and Galway.

»»

In Auckland, more than 79,000 people came to welcome in the Volvo Open 70s over the course of two days.

»»

The first three days of the Alicante Stopover brought over 90,000 people to the Race Village.

1

Source: Volvo Ocean Race. Total footfall figure for Alicante is a gross figure that includes same-day repeat visits and people connected with the event. The estimated number of net visits is around 294,000. Source: PwC 2 Total footfall figure for Galway includes attendance at the ‘Global Village’ adjacent to the Race Village.

Volvo Ocean Race 2011-12

RAGE VILLAGE FOOTFALL

Arrivals ceremony, Sanya

On stage, Abu Dhabi

Race Village Footfall - main RACE events Stopover Alicante

Cape Town

Abu Dhabi

Sanya

Auckland

Itajaí Miami Lisbon

Lorient

Galway

Event

Footfall

Iberdrola In-Port Race

81,263

Leg 1 Start

90,160

V&A Waterfront In-Port Race

13,240

Leg 2 Start

12,660

Etihad Airways In-Port Race

22,680

Leg 3 Start

8,876

Haitang Bay In-Port Race

49,993

Leg 4 Start

51,488

Auckland In-Port Race

53,854

Leg 5 Start

21,821

DHL In-Port Race

28,372

Leg 6 Start

25,000

PORTMIAMI In-Port Race

4,574

Leg 7 Start

2,816

Oeiras In-Port Race

33,200

Leg 8 Start

17,600

Bretagne In-Port Race

40,000

Leg 9 Start

20,000

Discover Ireland In-Port Race

111,645

N/A

N/A

AVERAGE IN-PORT RACE Crowd

43,882

AVERAGE LEG START Crowd

27,825

The race’s first visit to Sanya in China proved hugely popular, with a crowd of 49,993 attending the In-Port Race and 51,488 the Leg Start – a total of over 100,000 fans on race weekend In Abu Dhabi 25,115 fans packed the concert venue at the Corniche Breakwater to watch the Grammy Award-winning rock band Coldplay on New Year’s Eve marking the opening of the Race Village A crowd of almost 10,000 watched Os Paralamas do Sucesso open a two-week long music festival at the Itajaí Stopover

Source: Volvo Ocean Race

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Corporate guests »»

Volvo Ocean Race provides a unique environment for entertaining key guests and customers of sponsors and stakeholders.

»»

The global nature of the race, with host ports around the world, allows clients to choose the venues in which to activate their hospitality rights for maximum impact.

»»

The packed programme of sporting activities on the final weekend of each Stopover represents the high point of client hospitality.

»»

The In-Port Races and Leg Starts allow sponsors to put their guests out on the water on hospitality boats to catch the action and enjoy their time on board.

»»

The Pro-Am Races allow selected sponsors’ guests to go out racing themselves and to experience the power of the yachts first hand.

»»

For the lucky few, it is possible to be part of the competitive racing action itself, joining the crew on board for the In-Port Races or Leg Starts.

»»

All of this is delivered in a high quality, relaxed and premium environment, helping to build meaningful relationships that typically translate into direct business impact.

Volvo Ocean Race 2011-12

Hospitality

Guests on board 1,284 guests on the Pro-Am Races – a total of 30 races 171 guests on the In-Port Races – a total of 10 races 101 guests on the Practice Races/corporate sailing – 10 Stopovers

1,556 guests on board (total)

Guests in Stopovers Alicante 4,296

Cape Town Abu Dhabi 635

2,313

Sanya

Auckland

Itajaí

Miami

Lisbon

Lorient

Galway

Total number of guests

5,226

797

1,856

1,788

2,252

2,836

1,382

23,486

Total number of corporate guests invited to the respective Stopovers by stakeholders. Figures do not include guests invited by race partner Abu Dhabi and team Abu Dhabi Ocean Racing (data unavailable) as well as invited guests by the host ports and host port sponsors. Source: Volvo Ocean Race.

Prize-giving, Lorient

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Volvo Ocean Race 2011-12

Team Sponsorship Impact

Naming names The Volvo Ocean Race occupies an exceptional space in the sporting world as a major property that is universally referred to with a brand name in its title, while offering similar opportunities for sponsors backing individual teams.

The fact that the sailors on board are not generally household names across the world can actually help sponsors too.

There is little option for media covering the race but to refer to the teams by their main sponsor names. News reports will regularly refer to several brand names whereas in other sports, news organisations work hard to avoid making such references. With the Volvo Ocean Race, such avoidance is not realistically possible.

Telef贸nica

Abu Dhabi

hours of TV brand exposure:

hours of TV brand exposure:

606:33:16

353:39:39

brand mentions in print:

brand mentions in print:

17,376

7,185

CAMPER

Groupama

hours of TV brand exposure:

hours of TV brand exposure:

699:56:01

622:02:47

brand mentions in print:

brand mentions in print:

12,583

13,147

PUMA

Sanya

hours of TV brand exposure:

hours of TV brand exposure:

577:19:02 brand mentions in print:

10,205

222:35:20 brand mentions in print:

5,647

Totals (teams only)

hours of TV brand exposure: 3,082:06:05 brand mentions in print: 66,143 76

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Team Sponsorship Impact

€50.7 M

€20,000,000

€0

Abu Dhabi CAMPER with Ocean Racing Emirates Team New Zealand Source: IFM/SMS October10, 2011- July 20, 2012

Groupama sailing team

PUMA Ocean Racing Powered by BERG

€42.2 M

€5,000,000

€10,000,000

€15,000,000

Team Sanya

Team Telefónica

Team Print Value €6,000,000

€4,000,000

€1,000,000 €0

Abu Dhabi CAMPER with Ocean Racing Emirates Team New Zealand Source: IFM/SMS October10, 2011- July 20, 2012

Groupama sailing team

PUMA Ocean Racing Powered by BERG

€2.2 M

€2,000,000

€3.0 M

€3,000,000

€3.8 M

€5.2 M

€5,000,000

€3.4 M

For all teams, the value generated online was significantly greater than the value generated in print, reflecting the growing importance of digital media compared to printed newspapers and magazines

€25,000,000

€2.8 M

The average Team Media Value was measured to € 51.5 million. Including the intangible value, the average total Sponsorship ROI was estimated to € 87.5 million

€24.8 M

€30,000,000

€45.0 M

€35,000,000

€39.5 M

€40,000,000

€41.5 M

€45,000,000

Volvo Ocean Race 2011-12

Team TV Value €50,000,000

Team Sanya

Team Telefónica

Team Online Value

Sub-title Text Sail (Main) (Boat Side) Sail Hull (spin) All Other

The fleet fly their spinnakers, during the PORTMIAMI In-Port Race

team sponsorship return

Hull

CAMPER

Groupama

PUMA

Sanya

Telefónica

Team TV Value

€ 39,457,359

€ 41,488,759

€ 50,676,347

€ 44,955,855

€ 24,810,298

€ 42,207,192

Team Print Value

€ 2,769,936

€ 3,359,481

€ 5,234,867

€ 3,029,852

€ 2,194,901

€ 3,841,110

On Screen Credit

Team Online Value

€ 3,351,996

€ 10,153,601

€ 12,289,079

€ 4,275,157

€ 7,636,732

€ 7,163,752

Source: IFM/SMS October10, 2011-July 20, 2012

Total Team Media Value

€ 45,579,292

€ 55,001,841

€ 68,200,293

€ 52,260,864

€ 34,641,931

€ 53,212,055

Intangible Value

€ 31,905,504

€ 38,501,289

€ 47,740,205

€ 36,582,605

€ 24,249,352

€ 37,248,438

Total Team Sponsorship ROI

€ 77,484,796

€ 93,503,130

€ 115,940,499

€ 88,843,469

€ 58,891,283

€ 90,460,493

Team TV Value = CPT x Audience x Team Time on Screen. It shows the total value of the team coverage on TV. Team Print Value = CPT x Readership x Team Visibility on the Article. It shows the total potential value of the team coverage in print.

Team Online Value: Coverage tracked by IFM/SMS across 47 key websites in the 15 core markets as on page 9. In addition, Meltwater News supplied a report showing total global articles containing references to Volvo Ocean Race and sponsors.

Collected material used as the basis to estimate exposure and visual impact across the remaining rest of world websites (Meltwater News). Values then calculated based on the number of visitors to each site on any given day. No discount factors have been applied in relation to media values (where utilised). Team Online Value does not include any of the Volvo Ocean Race’s own online properties.

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Intangible value. In the sponsorship valuation an intangible value was applied, reflecting the qualitative assessment of the added value achieved through the association with the property. This intangible value was based upon specific criteria supported by factored market research. The criteria measured were Timing & Seasonality, Awareness of the Property, Image Values, Fan Base, Sponsor Status, Exclusivity, Brand Association & Recall, Relevance and Consideration to Purchase. The value is arrived at by calculating a percentage of 70% of the Total Media Value (a percentage which is reached as a result of the valuation of all the factors, qualitative research and comparison with other sports properties).

€2,000,000

Hull Boat Side Sail Main

€0

Abu Dhabi CAMPER with Ocean Racing Emirates Team New Zealand Sub title Text Source: IFM/SMS October10, 2011-July 20, 2012

Groupama sailing team

PUMA Ocean Racing Powered by BERG

Team Sanya

Team Telefónica

Picture Caption Text

Abu Dhabi

Source: IFM/SMS October 10, 2011-July 20, 2012

€4,000,000 All Other

€4.3 M

Bold Text Headline Text

Jacket Picture Caption Text

€6,000,000

€3.4 M

Other Editorial Text

€7.2 M

€8,000,000

Print Sources of Brand Exposure

€7.7 M

€10.2 M

€10,000,000

€12.3 M

€12,000,000

pre-Wave survey/Post-Wave survey unprompted awareness

T-Shirt

Headline Text

Verbal

TV Sources of Brand Exposure Sail Sail (Main) Verbal Mention On Screen Credit T-Shirt / Polo Shirt Hull (Boat Side) Sail (Spinnaker) Jacket All Other

Post-wave survey

90%

Pre-wave survey

Bold Text

80%

Editorial Text

70% 60%

Other 50% All Other

Jacket 40%

Hull Boat Side

Sail30% (spin)

Sail Main

20% Hull

Sub title Text Picture Caption Text

10%

T-Shirt

0%

Headline Text

On Screen Credit Abu Dhabi

Total Team Sponsorship ROI: Total Team Media Value + Intangible Value.

Source: IFM/SMS October10, 2011-July 20, 2012

Verbal

CAMPER with Ocean Racing Emirates Team New Zealand

Groupama sailing team

Source: IFM/SMS October10, 2011-July 20, 2012 Sail

PUMA Bold Text Ocean Racing Powered Editorial Text by BERG

Team Sanya

Team Telefónica

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Volvo Ocean Race 2011-12

Marketing Activation

Race around town Stakeholders use the Volvo Ocean Race as part of their global marketing campaigns, leading to added publicity and brand exposure for teams and sponsors in high-profile physical settings – many of them far away from the Race Villages and areas traditionally associated with sailing – and across the global media.

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Volvo Ocean Race 2011-12 Photo: Andrés Soriano, Team Sanya / Southern Indian Ocean during leg 2 of the Volvo Ocean Race 2011-12

Marketing Activation

Opera, Paris

Helly Hansen catwalk

Scandinavian Design is the cornerstone in all Helly Hansen gear. The optimal combination of purposeful design, protection and style. This is why professional sailors, mountain guides and discerning enthusiasts choose Helly Hansen.

Helly Hansen is the official clothing partner of team Sanya in the Volvo Ocean Race 2011-12

cOnFIDent wHen It MatteRs

Engineered for men with a 39,000-mile journey home.

Bus, London

Portuguese Yacht Club Chronograph Edition “Volvo Ocean Race 2011–2012”, Reference IW390212 in titanium with black rubber strap

W

hen some of the world’s most hardened professional yachtsmen set out with their high-tech craf t to sail almost 40,000 nautical miles around the world; when they defy howling storms and monster waves; when they risk collision with icebergs, broken rudders and having their sails torn to shreds; when they suffer temperature fl uctuations from –5 to +40 degrees Celsius without a word of complaint; when they don’t mind living off freeze-dried food for nine months and suffering from constant sleep deprivation, yet at the end fall deliriously into each other’s arms, it can only be about one thing: the legendary Volvo Ocean Race. Welcome to the world’s toughest sailing competition.

Not without reason is it regarded as the Mount Everest of sailing. And any contestant planning to be up there with the leaders needs passion, precision and state-of-the-art technology. And these are the qualities that link the Volvo Ocean Race 2011–2012 with

the new sponsor and Official Timekeeper of this prestigious competition, the Swiss watchmaking company, IWC Schaffhausen.

Both brands push the boundaries of technology and design with authenticity and adven-

ture at the heart of everything they do. As a premium brand in the international luxury watch segment, IWC Schaffhausen has fully committed itself to the manufacture of topquality products in haute horlogerie. Exclusive watches like the Portuguese Yacht Club

IWC Sc haf f hause n B ou tique s : B eve r l y Hills | D uba i | G e neva | Hong Kong | Sha ngha i | Zur ic h

2003255_PA1Y_430x290_d_adv_ZS_4c_en.indd 1-2

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Chronograph Edition “Volvo Ocean Race 2011–2012”, which has all the precision of nautical instruments in its genes. Powered by the rugged IWC-manufactured 89361-calibre movement and water-resistant to 6 bar, the chronograph demonstrates its sporting qualities with a flyback function and an additional scale with quarter-second calibration for recording short periods of time. Longer stopped times can be read off like a second time on the separate analogue subdial – which will ensure that during every stage of the race crews never lose sight of the 24-hour record. For the destination for each stage as well as the end of the race, IWC will be presenting a special prize to the team making the fastest going over a period of 24 hours.

Nine months of being rocked and shaken about, 75,000 kilometres of water, wind and waves – and ever y minute counts. IWC Schaffhausen is proud to be on board for the Volvo Ocean Race 2011–2012.

IWC. Engineered for men.

w w w. i wc .c o m

02.11.11 11:01

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For more than nine months, the Volvo Ocean Race ran a highprofile campaign entitled Keep the Oceans Clean! In association with the artists collective Skeleton Sea, the campaign was designed to inspire people of all ages, but particularly children, to take action against the estimated 100 million tonnes of plastics and other materials polluting our oceans.

Newspapers and broadcasters around the world featured the Beach Cleans and workshops, helping to put environment and sustainability at the heart of a race that has a powerful interest in caring for the oceans. »»

A total of 140,000 people visited the Keep the Oceans Clean dome at race Stopovers to learn about the plight of our oceans via a multimedia exhibition and film.

»»

Thousands more visitors to the Race Villages joined race staff, sailors and shore crew members in community Beach Cleans and sculpture workshops in our race Stopovers in Spain, South Africa, the United Arab Emirates, China, New Zealand, Brazil, the United States, Portugal, France and Ireland.

»»

At every Stopover, Skeleton Sea artists led children at workshops to build innovative sculptures from the debris collected during the Beach Cleans.

Sculpture made from rubbish – a result of the Skeleton Sea workshops in Itajaí

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Volvo Ocean Race 2011-12

Keep The Oceans Clean!

Corporate Responsibility

“My son and I learned so much from the weekend.

We also had a really good time and we will both carry forward the knowledge passed onto us to other members of our Yacht Club”

Volvo Ocean Race Academy »»

The Volvo Ocean Race Academy aimed to leave a lasting legacy of youth sailing around the world. This new initiative inspired, coached and entertained thousands of local youngsters at each of the host ports. Not only that, over 80 umpires also had the opportunity to gain valuable training too.

»»

The Team Racing Clinic was aimed at local youth sailors who already knew how to sail, and wanted to improve their teamracing skills through learning new techniques and tactics which were taught and practised over the three-day period.

»»

The Academy culminated in each Stopover with teams racing Optimist dinghies under the colours of the Volvo Ocean Race teams over short courses of 6-8 minutes held in the heart of the Race Villages, followed by a prize-giving ceremony.

The youth sailors also had the opportunity to meet the Volvo Ocean Race sailors and shore teams, stepping on board the Volvo Open 70 yachts and exploring the teams’ shore bases in a money-can’t-buy experience.

From a parent in Cape Town on participating in the Academy

Try Sailing »»

The Try Sailing initiative engaged the non-sailing community, both young and old, with the sport.

»»

Participants went sailing with their friends, family or classmates and with an experienced and qualified local coach so that newly enthusiastic sailors could continue their education on the water and take part in local sailing events long after the Volvo Ocean Race had left port.

»»

The Volvo Ocean Race had three ‘Ludic’ dinghies in each Stopover. The boats were 5.3m long and could carry eight children with one adult coach.

In years to come there could be top crews racing around the world who were first inspired by a hands-on experience in one of the Volvo Ocean Race Villages.

“Thanks again for giving him this opportunity and hopefully a lifelong sailing bug!”

From a parent in Abu Dhabi on participating in the Try Sailing

Young sailors take part in the Volvo Ocean Race Academy regattas

10 Team Racing Regattas organised in 10 countries 340 Optimist sailors aged 8-15 participated in Team Racing 65 coaches took part in Team Racing programme 84 umpires attended ISAF Team Racing Clinics in Stopovers 9,758 people took part in Try Sailing

Academy briefing

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Try Sailing

87

Volvo Ocean Race 2011-12

Volvo Ocean Race Youth Events

WINNER - Inmarsat MCM Award Hamish Hooper CAMPER with Emirates Team New Zealand

Each MCM generated 500 GB of multimedia content per leg, for a total of 27 TB over the course of the race – the equivalent of 6.75 million songs in your iTunes!

Volvo Ocean Race 2011-12

Media Crew Member Branding

Yann Riou Groupama sailing team

Amory Ross PUMA Ocean Racing powered by BERG

»»

During the 39,270 nautical mile ocean marathon the six MCMs between them captured more than 4,000 high resolution images, recorded more than 300 audio interviews and connected sailors to more than 1,000 radio and TV interviews.

»»

The crew used state-of-the-art equipment including five fixed and two handheld custom built video cameras, still cameras and computers to beam high definition footage, images, audio and words back to shore via Inmarsat satellite technology.

»»

The high-tech equipment captured some of the most iconic images and footage in the race’s 39-year-history including the Team Telefónica’s wave wipe-out in the Southern Ocean and CAMPER’s close encounter with a whale in Leg 7.

»»

Andrés Soriano Team Sanya

Diego Fructuoso Team Telefónica

“They’ve made it so easy for broadcasters to tell the world about the achievements,’’ said Ireland’s TG4 Sports Editor Ronan O Coisdealbha after the final leg finished in Galway. “There are a lot of sporting events that haven’t seen this big picture yet. Volvo are leading the way.”

Nick Dana Abu Dhabi Ocean Racing

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Mediaand Branding Volvo Crew the Member Race For Volvo the race provides a unique platform to build the brand, build relationships and sell more products.

This is done through an active customer programme at the stopovers along the route, where thousands of customers, media and dealers taste the race in tailor-made programmes. For Volvo, the association helps to highlight both the more emotional and the more capable aspects of the brand and product, such as design and technology built around people’s needs.

Delivery The Volvo companies invite customers, media and dealers to the Stopovers to experience the Race Villages and get on the water for a first-hand experience of what the Volvo Ocean Race truly means. On site, the Volvo Pavilion provides an attractive base to educate invitees about the race and company involvement – with seminars covering topics such as transport solutions, energy efficiency, logistics and safety – while many guests are also given the chance to get out and visit Volvo plants in countries where Volvo has industrial operations.

Activation cuts across a wide range of activities, including product launches, marketing and branding, customer service and employee involvement. As a tangible example, Volvo produces limited editions of vehicles and for the Volvo Ocean Race car edition the company runs a fully integrated Command the Extreme marketing campaign in TV, print, digital and social media.

Employees follow the Race online, via office displays and as players in the Volvo Ocean Race Game, while the visitors to the Race Villages join customers and dealers in getting experience of Volvo products via displays, demonstrations and test-drives. There were demo and test drive sites in Alicante, Auckland, Lorient and Galway, while Volvo Cars used the European stopovers to launch the new V40 to public, media and dealers. Volvo Construction Equipment held several press events during the race and launched a new wheel loader and excavator in Auckland and a Pipelayer in Lorient. To encourage greater online engagement, the Volvo Cars On-land Challenge put racing driver Robert Dahlgren and former Volvo Ocean Race sailor Gurra Kranz in a Volvo XC60 car to see if they could beat the Volvo Open 70 boats on the short final leg between Lorient in France and the finish line in Galway, Ireland. The car won. To further engage machine operators, Volvo Construction Equipment held the competition Operators Club European Final in conjunction with the Alicante Stopover.

Results The main achievement for Volvo was to involve as many customers and dealers as possible with a high quality programme that included test drives, seminars and products, giving clients a perfect opportunity to discuss future needs. On top of that, journalists took part in programmes and pre-test drives.

Volvo Cars estimate to have sold a record 15,000 Volvo Ocean Race edition cars and Volvo Group more than 800 special edition Volvo Ocean Race trucks and almost 1,300 special edition Excavators. Both companies reached an all-time high for brand and product exposure in media with a record number of guests.

Views “Volvo Ocean Race has been a great success, our customers have come closer to Volvo and the race creates a very important meeting place for us and our customers.” – Sven Österberg, General Manager, Volvo Event Management “For Volvo Cars this race continues to exceed our expectations with regards to the return on investment and value, both in terms of building the brand, giving guests a once-in-a-lifetime experience and selling cars.” – Karin Bäcklund Director, Global Sponsorship, Volvo Car CorporationSponsorship and Brand Partnership Volvo Car Corporation 90

Interactive displays inside the Volvo Pavilion

“Volvo Ocean Race gives us a unique opportunity to interact and build stronger relations with our customers. It strengthens our brand and contributes to our business by reflecting the Volvo Group’s core values.”

Olof Persson, President and CEO, Volvo Group

“Volvo Ocean Race is an important tool in our marketing strategy, aiming to build our brand attraction and consideration to buy. The global reach of the Volvo Ocean Race makes it a fantastic commercial platform to build close customer relations.”

Stefan Jacoby, President and CEO, Volvo Cars

Volvo Trucks and Volvo Cars

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Volvo Ocean Race 2011-12

Volvo Pavilion, Alicante

Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi) had three main objectives heading into its inaugural Volvo Ocean Race campaign – to showcase the emirate as a winter watersport tourism destination, to demonstrate local sailing potential through Emirati Crew Member inclusion and to leave a tangible sailing legacy that would both reignite the emirate’s deep-rooted maritime heritage and take Abu Dhabi into the global yachting spotlight. The campaign was a success on all levels

Delivery Key to Abu Dhabi’s participation was its all-round status as host port, team sponsor and race partner – three roles to match the three main event goals and all first-of-their-kind agreements for an Arabian destination in the Volvo Ocean Race.

The inclusion of Abu Dhabi as a host port for 2011-12 opened a new chapter in the Middle East’s maritime history – representing the only time the region achieved relevance within the ‘Everest of Sailing’.

Created to showcase everything the emirate has to offer, from Abu Dhabi’s deep-rooted maritime and cultural heritage to the very best in modern entertainment, state-of-the-art facilities, family attractions and concerts, the free-to-attend ‘Destination Village’ would welcome more than 100,000 fans over the eventful fortnight, which started with British band Coldplay ringing in the New Year.

A hit with fans from across the world, 89 percent of visitors to the Race Village said they would recommend Abu Dhabi as a tourist destination. The emirate had arrived in the world’s yachting arena.

TCA Abu Dhabi’s team, Abu Dhabi Ocean Racing, took the emirate’s name to the world, flying the flag for the destination the world over, meeting every challenge head on with a perseverance that would be a defining factor of the campaign. Indeed the name chosen for the yacht was Azzam, meaning ‘determined’ in Arabic, was a quality displayed throughout by skipper Ian Walker, a twice Olympic silver medallist, and his intercontinental crew.

Despite setbacks, Abu Dhabi Ocean Racing won three in-port races, including a dream victory on home waters in January, and also enjoyed sensational success in the blue riband transatlantic leg from Miami to Lisbon – again catapulting the Arabian team into the history books.

The decision to put an Emirati crew member on board created new sporting heroes for the people of the United Arab Emirates. Olympian Adil Khalid, who was selected for the sailing team after an exhaustive process, and Butti Al Muhairi, who made it on to the shore crew, were outstanding role models and helped inspire an Arab generation 92

Volvo Ocean Race 2011-12

Case Study: CAMPER

Case Study: Abu Dhabi

to become involved in the sport.

As race partners, Abu Dhabi had a close relationship with organisers throughout the event and became associated with the best qualities of the race through its sponsorship of the Abu Dhabi Seamanship Award – recognising bravery, valour and determination – that ‘Azzam’ factor once again.

Results The event delivered 120,604 visitors to the Stopover – well above the 100,000 target figure – and exceeded expectations on all major measures: »»

32,000 room nights associated with the event (target: 30,000)

»»

360 accredited media (target: 250)

»»

1.565 million AED (US $426,000) in combined sales by Destination Village retailers

»»

10 accredited international TV broadcasters in Abu Dhabi for the event

»»

43,000 Facebook fans generated

Views “The event has taken Abu Dhabi’s marine leisure proposition to the world and enabled us to demonstrate, first hand, our powerful credentials to a highly influential professionally yachting audience.”

- His Highness Sheikh Sultan Bin Tahnoon Al Nahyan, Chairman, TCA Abu Dhabi.

“The hosting of the impressive Volvo Ocean Race fleet gives the destination a compelling opportunity to welcome thousands of sailing fans from around the world who are passionate followers of this event and to clearly demonstrate Abu Dhabi’s excellent credentials as a winter sailing destination. We have great winter weather, warm, clear waters, superb marina facilities and an increasing number of yacht and boat charterers, sailing schools and activities for this highend market segment to leverage. I hope many of the keen sailors that visited Abu Dhabi for the first time to link up with this superb event discovered enough to entice them back to our shores again.”- His Excellency Mubarak Al Muhairi, Director General, TCA Abu Dhabi.

“Abu Dhabi has been nothing short of outstanding in its commitment to the Volvo Ocean Race both in terms of developing a state-ofthe-art vessel to compete, in compiling a truly international team and in creating a stunning Stopover destination that will serve as a benchmark for many in the future” - Knut Frostad, Volvo Ocean Race CEO.

CAMPER had two simple objectives heading into the race – to increase brand awareness worldwide and to maximise television exposure.

For a family-owned, family-run company, a global sponsorship of this nature was an enormous undertaking, and as such the project formed the cornerstone of the company’s marketing programme over two years.

CAMPER’s Chairman gave the sponsorship its status within both the company and the wider design and fashion industry, by referring to it as ‘The Project’. This nom de guerre was to be the motivation behind every part of the programme, both on and off the water.

Delivery CAMPER set itself apart from other sponsors by creating strong links from within its marketing drivers – design and lifestyle – and then transferring these back into the race itself.

Design: A three-pronged approach linked the technical boat design to graphic design (with the boat’s stand out graphics) and architectural design (CAMPER’s distinctive pavilion). This approach allowed CAMPER to promote the sponsorship to its nonsports audience using the common thread of design and garnered coverage in titles such as Wallpaper, Disegno and Architectural Design (AD).

Lifestyle: One of the main pillars of the CAMPER brand is Lifestyle and this sat comfortably alongside the sponsorship. CAMPER used its network of ‘ambassadors’ to encourage additional media interest and also invested in a comprehensive guest programme targeted at clients, customers and media in key Stopovers (Alicante, Sanya, Miami and Lorient). Using the backdrop of the CAMPER Pavilion, over 100 guests were invited to each In-Port/Race Start weekend to experience CAMPER in the Volvo Ocean Race and participate in a series of workshops showcasing new collections, design forums and commercial encounters.

CAMPER’s involvement in the race formed a key element of the instore proposition in most CAMPER shops around the world. From

bags to POS, from window displays to uniforms, the CAMPER in the Volvo Ocean Race story was used not only to support the Ocean Race Collection product lines, but to communicate the sponsorship to a wider audience.

Results CAMPER met both of its key objectives thanks to great penetration in lifestyle and mainstream media, including television, which accounted for around two thirds of value as of the end of May. On the water, CAMPER were competitive throughout the race, won the In-Port Race in one of the team’s two home ports of Auckland, took victory on the final offshore leg and ended up in second place overall, all of which generated powerful coverage around the world.

Camper also won the IWC Speed Record and the Media Crew Member award. To what extent global brand awareness outside of the key Stopover markets increased is a question CAMPER will continue to study closely over the coming months.

Views “From a brand perspective, the CAMPER brand is absolutely better known among yachting and sports enthusiasts, and overall global brand awareness is our main objective,” said Dalia Saliamonas, Project Director, CAMPER in the Volvo Ocean Race.

“While we’re still waiting to see what the long-term payback will be, in terms of making a global statement, pushing the CAMPER brand into new markets and establishing it as a serious contender alongside other more globally known corporate brands, the project was undoubtedly a success. We feel that as the ‘new guys in town’ CAMPER has been up to par with the participating campaigns and we have definitely made our mark as a team.

“CAMPER has now dovetailed this sponsorship into the America’s Cup where we are one of a family of sponsors and it will be interesting to see how this compares to a Volvo Ocean Race campaign.”

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Commitment, fidelity and trust – three qualities at the heart of Groupama as a company and watchwords over the course of a 15-year partnership with Franck Cammas, the prolific French sailor at the head of the campaign.

Groupama came into the race with an ambitious sporting goal, to win the race at the first attempt, and with a determination to mobilise staff internally around an international project that would project Groupama’s brand and reputation around the world, while contributing to its growing presence and credibility on social networks.

Delivery As the first French team competing in the race in 20 years, a vital step in activation was in engaging the French public.

That meant working with national and local media to produce compelling content both in the build-up to the race and in its early stages. Skipper Franck Cammas wrote a weekly blog for the giant regional newspaper Ouest France, while a weekly spot on national TV station TF1 kept fans informed of the team’s progress in the most high-profile way imaginable in France. A highly professional PR operation running back at HQ in Lorient and travelling around the world to the Stopovers was key to this approach, as media were guaranteed high quality material to support their coverage.

Having a charismatic and media friendly skipper such as Cammas was obviously a help, while including sailors from Ireland, Australia, New Zealand and Sweden among the crew helped push the story internationally. The outstanding work of Media Crew Member Yann Riou, recognised with three leg awards over the course of the race, was also very influential.

With Lorient in France included as the penultimate Stopover along the route, the campaign kept a natural focus on the back end of the race and the success of the sporting team, who came from behind to lead the overall standings as the fleet returned to Europe, contributed to what was a 94

360-degree approach. Commercial and hospitality spaces were set up in Alicante at the start and Lisbon and Lorient at the end, branding and calls with the boat organised through the Groupama HQ in Paris kept interest up internally and the campaign was rewarded with a rousing finish as the team completed an unexpected victory to take the Volvo Ocean Race trophy.

PUMA came into the race with four key objectives: »»

Sell PUMA Sailing and Volvo Ocean Race merchandise

»»

Build PUMA brand awareness within a new consumer segment

Results

»»

Build a social media network

The success of the campaign as a whole mirrored that of the sailing team. France delivered more print value than any other country and an enormous increase in TV audience.

»»

Build credibility for the PUMA brand and product in sailing

Delivery

From their victory in Galway, Groupama collected two hours of TV coverage as well as 180 print articles and 260 web clippings.

Views Franck Cammas in a message to Groupama: “You’ve been trusting me for 15 years and this shared history allows us to lead ambitious projects. Winning the toughest sailing race ever is also your victory. Without your commitment and your support, I wouldn’t have been able to lead this adventure to its end. Thanks to everyone.”

Thierry Martel, Groupama CEO: “We are very proud of this exceptional victory. It means a lot for Groupama today. Above all, it’s a great feeling of pride for all the 38,500 employees of the Group, for all the work done both at sea and on the ground. It illustrates the tenacity, the faith in an ambitious project, the ability to gather and motivate a team, whatever the obstacles of the route are. It’s also a highly symbolic victory in the period we’re going through, and that’s the reason why it’s so beautiful. Thanks to Franck, his crew and all the shore team for writing a new and wonderful chapter of the history we’ve been building together for 15 years now.”

Consistent brand message across the campaign was key to engaging hundreds of thousands of consumers, from the award winning design execution of the graphics on the boat, to a strategic standup paddle board collaboration with surfer Laird Hamilton and boat designer Juan Kouyoumdjian, to on-the-ground marketing execution and ongoing publicity campaigns.

The race allowed PUMA to put their own unique spin on sport in a way that reaches new consumers and brings fresh energy to the scene. The challenge for such a long event is keeping excitement high over nine months. Additions from the 2008-09 campaign like the collaboration with Laird Hamilton and PUMA’s ocean preservation programme with Marmo helped sports lifestyle stay relevant beyond sailing performance.

Results A unique mobile pop-up event and retail store constructed at race Stopovers produced 153 selling days and saw PUMA exceed sales goals for the event. At six of the 10 Stopovers, sales surpassed targets by well over 100%.

A combination of above and below the line marketing techniques fired brand awareness. Beyond sailing, the Volvo Ocean Race was a nine-month “extreme marketing” campaign bringing categories such as running, soccer, fitness and the PUMA social campaign directly to consumers during the Stopovers, using PUMA’s Mar Mostro and the PUMA Quad as the central hub of on-site activations.

Volvo Ocean Race 2011-12

Case Study: PUMA

Case Study: Groupama

PUMA introduced their ocean preservation campaign with the octopus character Marmo allowing PUMA to connect with and educate children. The motto was simple: PUMA loves the ocean and people should take care of the things they love.

The press campaign began with the team introduction, boat launch and Laird Hamilton SUP partnership announcement packaged into a global media event that made international news. The next global press push focused on the Race Start in Alicante and was supported by each Stopover market, resulting in major TV, newspaper, magazine, online and blog coverage in each of the host countries.

The unfortunate dismasting of Mar Mostro was parlayed into a media opportunity that captured global news headlines and showcased the fortitude and courage of the PUMA Ocean Racing team as they sought to get back in the race.

In addition to Facebook and Twitter, PUMA partnered with Tumblr and Instagram to host a blogger trip during the Abu Dhabi Stopover.

Ten non-sailing bloggers were handpicked based on their following and content. The non-traditional media trip resulted in an estimated 40 million impressions of PUMA Sailing content.

PUMA’s creative use of social media attracted attention from outlets such as Mashable, Adweek and ESPN. Many of the lessons learned during the Volvo Ocean Race were incorporated into PUMA social media execution for the 2012 Olympics in London.

Views “The Volvo Ocean Race is one of the world’s iconic sporting events, and it has proved to be an extremely successful marketing tool for us,” says former PUMA CEO Jochen Zeitz.

“The success of this event, which is entirely on brand, completely consistent and really well executed, confirms that PUMA has cachet beyond the sporting world,” says one of the judges from the Exhibitor Online Corporate Awards, won by PUMA for their Volvo Ocean Race 2011-12 execution.

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Sanya’s priority for the Volvo Ocean Race was to lift the lid on China’s best kept secret – a tropical paradise boasting yearround sunshine, sandy beaches and a richly diverse cultural life.

The team itself was a late entry in an older-generation boat, meaning the focus was never on winning the trophy. Instead, the team worked with the Stopover to boost name recognition and associate the city with the values shown by skipper Mike Sanderson, the youngest man to lead a team to victory in the race, and a crew that included Teng Jiang He, who earned the nickname Tiger and became the first Chinese sailor to compete in the race.

It was also a goal to enthuse and excite the Chinese public around the sport of sailing and the Volvo Ocean Race event. This campaign was seen as a stepping stone to engaging more Chinese sailors in the next race edition.

Delivery Sanya always faced a battle to win media coverage from the teams in newer, faster boats but in Sanderson they had a skipper who was particularly adept at making headlines. From his witty, entertaining blogs from the oceans to a sailing strategy that saw them push the boat to the limit, Sanderson ensured that Sanya would only be out of the spotlight when bad luck forced them out for repairs.

When they were on the racecourse they invariably attracted attention for all the right reasons – most notably when they built a huge advantage on Leg 2 on the way to the Maldives and then led the fleet out of Auckland and into another spell at the front before misfortune struck again.

Chinese crewmember Tiger played an important role throughout the campaign, helping to generate ongoing media coverage in China via interviews from the boat and on shore. During the Sanya Stopover he took on a punishing schedule of interviews and publicity duties.

Sanya’s colourful pavilion was a regular feature in the Stopovers, the team website featured regularly updating content in English and Chinese, backed up by a big presence on Facebook, and cross96

promotion with sponsor Discover Ireland ensured a lively atmosphere at all the ports.

Results The sailing team were buffeted by bad luck from the start of the race yet Mike Sanderson and his crew, backed by an outstanding operation on the ground who were awarded the overall DHL Shore Crew Award, proved particularly adept at turning a crisis into an opportunity.

Forced out of Leg 1 within the first 24 hours, they used the operation to get them back into the water to generate effective media coverage.

When they stormed into the lead on Leg 2 they enjoyed the limelight again before being forced into another pit stop that led to more media value from an unscheduled trip to Madagascar.

The highlight of the campaign naturally came in Sanya itself, with the team’s sixth place arrival being greeted like a glorious victory, as tens of thousands of well-wishers packed the docks and race village to welcome them home.

The huge footfall in Sanya, the international spotlight on Tiger and Sanderson’s ability to get the media talking about his team ensured the campaign was a sparkling success – even if the crew on the water could not quite get the podium place the skipper had dreamed of when accepting the challenge.

Views “The Volvo Ocean Race has provided a tremendous platform to introduce the world to Sanya.” – Sanya City Deputy Vice Mayor Wu Yanjun.

“The city of Sanya is now firmly on everyone’s lips. At the start of the campaign so many people were asking the same question –‘Is it a company?’ – and by the end so many people were aware of this fascinating and stunning holiday destination at the most southern tip of China.” – Team statement.

Telefónica entered their third successive Volvo Ocean Race with a young Spanish skipper in Iker Martínez and a real desire to show the potential of an overwhelmingly Spanish team.

Telefónica has been supporting sailing in Spain for over a decade so entering the Volvo Ocean Race once again was an obvious move for the company.

Further goals were to burnish the team’s reputation as a nurturer of sailing talent across all levels in Spain, to showcase the potential of teamwork coupled with cutting edge technology – values closely associated with Telefónica as a company – and to win the media battle in Spain.

Delivery Telefónica worked closely with partners on a regional and national level to pull out all the stops at the first of the host ports.

The appearance of Prince Felipe and Princess Letizia of Spain even before the gates were officially open – with the Princess agreeing to become the godmother of the boat – gave the campaign a royal association that was only strengthened when the Prince came again to Alicante to send the fleet on its way.

Alicante featured the full Telefónica PR push thanks to a huge pavilion in the Race Village visited by over 20.000 people, while a successful merchandising effort left Alicante awash with the team’s distinctive Telefónica light blue colour.

From the start of the race, Telefónica made the media a focus, drawing on the shore team’s experience in that area to generate widespread coverage in targeted outlets.

It was also vital that for Telefónica the race did not start and finish with the first and last segments of the race. Long before the start, Martínez and his crew were ambassadors for Telefónica at their different bases around Spain and after the race the team embarked on a Tour of Spain to give thousands more Telefónica fans the chance to see the boat up close.

Volvo Ocean Race 2011-12

Case Study: Telefónica

Case Study: Sanya

Results A powerhouse start ensured Telefónica would be the focus of the story for at least the first six months.

Three successive victories in the first three legs matched a feat not achieved since Steinlager 2 more than 20 years ago and while they were ultimately unable to secure overall victory the fact that they led for so long meant barely a report was written about the race without mentioning them. That success is shown in stark relief in the figures for mentions in print, with over 17,000 for Telefónica against 13,000 for race winners Groupama.

The Telefónica campaign also provided the iconic image of the race thanks to the ‘wave’ video that became an internet sensation (see page 46). Thanks to the work of the Telefónica media team, working closely with the Volvo Ocean Race PR and distribution network, the video was seen by millions of people in news bulletins around the world as well as online.

From a brand and PR point of view the race has exceeded Telefónica’s best expectations receiving continual positive feedback both from media and clients reassuring the exploitation strategy was well orientated.

Views “The main aim was to project a positive image of Spain, at a time where we really need it: that has clearly been achieved, showing our technological, industrial and financial ability. The other aim was to win and we were really close at times, although it wasn’t to be in the end.” – Pedro Campos, team CEO. “Sponsoring Team Telefónica in the Volvo Ocean Race has helped us strengthen ties with our employees, customers, subsidiaries and partners worldwide. The commitment, dedication and pursuit of excellence of the team, led by Iker Martínez, was the key to achieving our goals. They have been excellent ambassadors of our brand wherever they’ve been and that makes us extremely proud of this sponsorship project.” – Dante Cacciatore, Director de Comunicación Comercial y Marca Telefónica España.

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Volvo Ocean Race 2011-12

Case Study: DHL

Case Study: Inmarsat

DHL saw the Volvo Ocean Race as an ideal complement to its global sponsorship portfolio – which includes Formula 1TM, IMG Fashion Week events, Manchester United and the Leipzig Gewandhaus Orchestra – as well as a unique chance to strengthen its reputation as the go-to problem solvers for logistics around the world.

Equally important, the race provided an opportunity to build deeper relationships in both Business to Consumer and Business to Business spaces. A Volvo Ocean Race audience of senior managers and decision makers was a perfect fit for DHL, the global market leader in the logistics industry.

Delivery Beyond the commitment to seeing the race run smoothly, DHL set about activating at all Stopovers. The company entertained 50 to 60 key customers on average in each of the 10 markets, demonstrating the scale and complexity of the logistics in the race and showcasing DHL’s capabilities.

Their individual take on activation was to use a three-stage approach with their guests – a logistics presentation to give a window on operations, a tour of the race village to show the scale of the undertaking and a one-day experience on the water over the race weekend, taking in the In-Port Race action.

Guests enjoyed the spectacle of racing from on board the Ocean Race Club Spectator Boat. DHL also benefited from TV exposure in the Live In-Port Race programme by branding the start mark, a high-profile branding opportunity on the water.

Inmarsat’s involvement was all about moving the company closer to the heart and delivery of the race. Inmarsat supported its third edition as a Volvo Ocean Race sponsor by showcasing the latest generation FleetBroadband maritime communications products, alongside continued free-of-charge commitment to the global satellite safety service, GMDSS. For the first time, the Inmarsat budget satphone, the IsatPhone Pro was included in the safety kit. As the global leader in maritime communications, Inmarsat used the world’s toughest yacht race to demonstrate the company’s equipment in the most extreme conditions.

Delivery The introduction of the Media Crew Member in 2008-09 helped set a new standard for coverage of the race and for the 2011-12 edition Inmarsat associated the company ever more closely with the programme with the decision to use its own Inmarsat Media Crew Member and to broaden the footprint of the MCM Award.

Mark Covell, a former Olympic silver medallist and an onboard MCM from 2008-09, was recruited to cover the race on behalf of Inmarsat, acting as an ambassador for the brand. Covell told the story of the race, and Inmarsat’s role in making it happen, via his own blog and by taking-on commentary duties on several occasions during live TV broadcasts.

Inmarsat also brought the MCMs into film schools in Miami and Galway to explain the unique way in which they work and utilised them during partner conferences.

Inmarsat found the perfect way to put a spotlight on the work of the MCMs with a sponsored award presented at the end of each leg to the best performing MCM, and with one overall winner decided at the end. The award helped make stars of the MCMs themselves while associating the brand with creativity and inspiration as well as technology and reliability.

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Inmarsat’s media team were able to leverage incidents on board the boats to highlight the themes of safety, telemedicine and communications as the race on the water hit dramatic new heights.

Meanwhile, the leg-by-leg MCM awards generated great feedback, particularly on the race’s social media networks, while the overall award became one of the most highly coveted prizes in the race as a whole.

Results The Volvo Ocean Race 2011-12 exceeded the Board’s expectations and has been judged an outstanding sponsorship for business purposes. Inmarsat engaged with key audiences at multiple ports, linking these to global partner conferences and ensuring engagement with high level figures in government and regulation.

Inmarsat targeted small vessels with the FB150, which was a backup terminal on the Volvo Ocean Race to its big brother the FB500.

Inmarsat report rapid take-up for the new product, in part linked to its proving on this latest edition.

Views Executive Chairman, Andrew Sukawaty: “This is our third consecutive Volvo Ocean Race. It illustrates Inmarsat’s core competencies and commitment to safety in the Maritime environment. Our employees and customers are thrilled by this global spectacular. The 2014-15 edition will be even more spectacular.”

Rupert Pearce, Chief Executive Officer: “The Volvo Ocean Race is an outstanding sponsor opportunity. Inmarsat is delighted with the race’s organisation which delivers on our goals. We are inspired by the professionalism of all involved. Inmarsat looks forward to powering global connectivity from our existing and next generation satellite fleets. The crews and MCMs will bring the race alive to billions of viewers around the globe, via Inmarsat.”

To bolster the company’s image in the consumer space, DHL devised and ran the DHL Shore Crew Award, designed to celebrate the unsung heroes of the race whose work behind the scenes ensured the teams were able to compete.

Results The Volvo Ocean Race could not exist without a logistics partner performing consistently at the top of their game. DHL proved well capable of meeting that challenge and going beyond what was required, pulling out all the stops to get broken boats back on the water by delivering replacement masts and other equipment despite considerable pressures.

Getting daggerboards to PUMA in Auckland and new masts to three of the teams at different stages generated good news stories across the media, while branded buoys on race weekends throughout the nine months of competition and naming rights to the In-Port Race in Itajaí in Brazil boosted awareness of DHL as the Official Logistics Partner of the race.

Views Roger Crook, CEO Global Forwarding & Freight: “The Volvo Ocean Race is a world-class and truly global venture. We are proud to have supported one of the most demanding international sporting events with our know-how in transports and logistics.

“Once again, we have proved our ability to deliver against extremely tight timelines in challenging environments around the world and deal with the complex logistics of big sporting events. It’s a perfect fit. High-sea sailing requires core characteristics such as teamwork, passion, speed, technology and a can-do-spirit. These are the same values that drive performance at DHL.”

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For Thrane & Thrane – a Cobham plc company – the Volvo Ocean Race provides an unparalleled test platform as well as a showcase for a global audience of sailing fans, customers and distributors.

Delivery The strategy for the 2011-12 edition was a familiar one for the company – get the Volvo Ocean Race right and in so doing prove that Thrane & Thrane’s latest generations of SAILOR® FleetBroadband and VHF equipment can cope with anything the elements can throw at them.

The suite of products supplied by Thrane & Thrane enabled the Volvo Ocean Race’s transmission of multimedia material, including live HD video, from the boats, while the navigators were able to download vital weather data, and tracking, and safety communication equipment kept the boats in constant touch with Race HQ in Alicante.

Feedback from the boats means Thrane & Thrane can make vital improvements, increasing the value of the relationship even more.

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Volvo Ocean Race 2011-12

Case Study: BCG

Case Study: Thrane & Thrane

Views Thinus Svendsen, Project & Sponsorship Manager at Thrane & Thrane: “Our relationship with Volvo Ocean Race goes back many years. The 2011-12 edition was our third race in a row as exclusive communication equipment sponsor, but in fact Thrane & Thrane products have been among the skippers’ choice since the early Whitbread days. It is actually a parallel technology race that’s going on here. Every race edition presents the latest developments in race boat design; the same applies to our communication products installed on board. For us the race is the ultimate test platform and our SAILOR equipment continues to pass with flying colours. We won’t find a bigger stage to demonstrate SAILOR quality, reliability and performance to a global audience of sailing fans, as well as our markets, distributors and customers. And we are delighted that the teams and organisers put so much faith in us.”

Walther Thygesen, CEO, Thrane & Thrane: “The Volvo Ocean Race really is about Life at the Extreme so we relish the challenge of putting our equipment through the world’s toughest off-shore racing event.

It is the ultimate test bench and we benefit from immediate and invaluable feedback from the crews, which has made Volvo Ocean Race a unique contributor to our product development process.”

Boston Consulting Group had several aims coming into the race, the company’s second as Official Management and Strategy Consulting Partner. BCG saw the Stopovers as a hospitality platform, and the race itself as a recruiting platform for supporting brand and showing an open case example of BCG expertise. At the same time, the race was seen as a focus for internal mobilisation of BCG employees and a way to boost branding among the general business public and increase media play in the business press.

Results

Delivery

Views

Bringing clients and management together at Stopovers proved a powerful platform for BCG, with a focus on client courses and seminars. The company built a case example based on the race and made a recruiting video, while internal articles in BCG kept staff involved. As Race Partners, BCG were able to give invitees a behind-the-scenes look at how the Volvo Ocean Race works and see the extent of what BCG is able to do.

BCG is steadily increasing the return from the partnership with the Volvo Ocean Race 2011-12, with the company convinced that there is even higher potential given the right activation. Feedback from clients around the Stopovers was excellent, with one typical reaction praising it as a magnificent event, with rich content and offering a chance to get behind the scenes of the Volvo Ocean Race.

“We are pleased to partner with sailing’s toughest race in developing both the race and ourselves further. The race is inspiring both to our clients and management – on and off the water.” – Gustav Gotteberg, Principal at The Boston Consulting Group.

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Volvo Ocean Race 2011-12

Case Study: IWC Schaffhausen

Scoreboard ALL RACE RESULTS Groupama Place

102

Points

Place

Points

4

2

5

6

1

1

6

4

3

2

25

DNF

0

1

30

DNF

0

DNF

0

In-Port Race, Cape Town

5

2

2

5

3

4

1

6

4

3

6

1

Leg 2, Cape Town-Abu Dhabi

4

18

2

24

3

19

1

29

5

10

6

5

In-Port Race, Abu Dhabi

2

5

3

4

4

3

5

2

1

6

5

2

Leg 3, Abu Dhabi-Sanya

2

24

3

18

4

17

1

27

5

14

6

5

In-Port Race, Sanya

5

2

4

3

2

5

1

6

3

4

6

1

Leg 4, Sanya-Auckland

1

30

4

15

2

25

3

20

5

10

6

5

In-Port Race, Auckland

3

4

1

6

2

5

6

1

5

2

4

3

Leg 5, Auckland-Itajaí

3

20

4

15

1

30

2

25

DNF

0

DNF

0

In-Port Race, Itajaí

1

6

2

5

3

4

5

2

4

3

DNS

0

Leg 6, Itajaí-Miami

3

20

2

25

1

30

4

15

5

10

DNS

0

In-Port Race, Miami

2

5

4

3

3

4

6

1

1

6

5

2

Leg 7, Miami-Lisbon

2

25

5

10

3

20

4

15

1

30

6

5

In-Port Race, Lisbon

1

6

3

4

2

5

6

1

4

3

5

2

Leg 8, Lisbon-Lorient

1

30

2

25

3

20

5

10

4

15

6

5

In-Port Race, Lorient

1

6

2

5

3

4

4

3

5

2

6

1

Leg 9, Lorient-Galway

2

25

1

30

3

20

4

15

6

5

5

10

In-Port Race, Galway

4

3

2

5

1

6

3

4

5

2

6

1

Overall

1

253

2

231

3

226

4

213

5

131

6

51

POINTS

45

27 186

187

3

150

In-Port Race

1

37

3

181

200

4

Legs 44

In-Port Race

212

Legs

3

2

250

41

NUMBERS OF WINS 5

94

1

2

0

Groupama CAMPER

0%

Groupama CAMPER

PUMA Telefónica Abu Dhabi

Sanya

6

5

25%

Legs

In-Port Race

6

50%

PODIUM POSITIONS 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0

8

31.4% 68.6%

28.2%

In-Port Race

71.8%

87.3% 12.7%

75%

19.9%

100%

Legs

9

LEGS & IN-PORT RACE - % OF POINTS OVERALL

PUMA Telefónica Abu Dhabi Sanya

4

Sanya

3

Telefónica Groupama Abu Dhabi PUMA CAMPER

8

1

1

35 16

50

1

0

2

100

2

7

“I like not just the physical appearance but also what it represents in what we had to do to win it,” said skipper Chris Nicholson after his CAMPER team collected their prizes for winning the IWC Schaffhausen Speed Record Challenge. “We certainly had to do a lot to win them. To be honest, this probably sounds a bit sentimental, but I will probably enjoy wearing it and looking at it and remembering that 560-odd miles we did from Lisbon to Lorient.”

Place

1

In all, IWC entertained over 300 guests at the 10 Stopovers and ran competitions that gave lucky contestants the sort of VIP experience it is impossible to get anywhere else. IWC also provided the prize for a hugely popular competition that ran on the Volvo Ocean Race’s

Views

Points

3

80.1%

Around the Stopovers, IWC were tireless and inventive activators, running fashion shoots and media tours, inviting sporting – and actual – royalty in the form of Zinedine Zidane and Luis Figo, two of the world’s greatest ever footballers, and Prince Carl Philip of Sweden, who was invited for the launch of the special timepiece at the start of the race in Alicante in front of 60 selected media.

The seriousness with which the teams competed for the 24hour race record demonstrated the success of the strategy, while providing regular media exposure and a prominent ‘good news’ story at the end of the race as IWC graciously provided an extra watch to Mike Pammenter, the crew member who missed the winning leg because of injury.

Place

2

19%

The sponsorship of the IWC Speed Record Challenge provided more media value and brand association, as the teams battled hard to post the longest distance in any 24-hour period. It was another way of showcasing the Portuguese Yacht Club Chronograph Edition “Volvo Ocean Race 2011-12” – a timepiece specifically crafted for the race and offered as a prize for all the sailors on board the boat posting the best record.

Meanwhile, brand ambassadors of an international stature brought an intense media spotlight, notably with the appearances of Zidane in Alicante and Figo in Lisbon as ‘jumpers’ from the boat.

Points

20

81%

As official timekeeper, IWC played a highly visible role in the race from start to finish. The company’s technology and timing ran prominently on the official website and race trackers, as well as out on the water on the official start boat at all in-port races and leg starts.

The IWC status as both race and team sponsor gave the company the access required to give unique ‘money can’t buy’ experiences to clients, retailers and media with behind-the-scenes access at every Stopover.

Place

Sanya

3

3

Delivery

Points

Abu Dhabi

5

Results IWC’s debut campaign in the Volvo Ocean Race was an evident success. Their return on investment in terms of media and brand value put them at the front of the pack in terms of race sponsors and their backing of the Speed Record Challenge firmly associated them with the race for technological achievement and the spirit of adventure.

Place

Telefónica

Leg 1, Alicante-Cape Town

16.2%

Official timekeeper, sponsor of the prestigious 24-hour speed record challenge and official sponsor of Abu Dhabi Ocean Racing – IWC Schaffhausen leveraged all three opportunities, while activating at all the Stopovers to showcase the company’s expertise and values.

popular Facebook page, with over 11,000 people entering.

Points

PUMA

In-Port Race, Alicante

83.8%

IWC Schaffhausen approached the race with a clear idea of matching the brand values in the company’s own DNA with those of the Volvo Ocean Race. To that end, passion, engineering and masculinity ran at the heart of a campaign that worked on three levels.

CAMPER

PUMA Groupama CAMPER Telefónica Abu Dhabi Sanya

103

A glance at the Honours Board is all it takes to see how the format of the Volvo Ocean Race shares the spotlight around in a way that benefits every team. While Groupama took away the overall prize for victory in the 2011-12 race, every one of the six teams had reason to celebrate over close to nine months of competitive action.

Five of the six teams celebrated victory in at least one of the offshore legs, with only Team Sanya – racing in an older generation boat – not making it into the winner’s circle. Victory in an offshore leg of the Volvo Ocean Race is recognised as an immense achievement, with leg wins regularly producing iconic visuals as sailors arrive back on dry land exhausted but elated.

The Inmarsat award for the best MCM on each leg was a great way to honour the work of the Media Crew Members. Four of the six MCMs walked away with at least one of the leg prizes, while Hamish Hooper of CAMPER won widespread popular acclaim as the overall champion.

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All but one of the teams won at least one of the in-port races that were broadcast live around the world in HD.

Telefónica´s achievement in winning the first three legs meant they captured the lion´s share of media coverage over the first half of the series. As overall race leaders right up until the close of Leg 7, they were constantly referred to as the early pacesetters and barely a report on the race failed to mention them.

The decision to promote the value of the In-Port Series meant there was a second major trophy to be fought for and again the battle raged until the end, with the title not decided until the final day of racing in Galway on July 7.

Four of the six teams were still in contention for overall victory with just around a week’s competitive sailing to go in a race that lasted close to nine months. This was the closest ever finish to a Volvo Ocean Race and the intense competition made for record coverage in the media.

The IWC Schaffhausen Speed Record Challenge rewarded the team with the fastest 24-hour run on each leg. CAMPER, Groupama and PUMA shared the honours during the race, with CAMPER being recognised as the overall Speed Kings thanks to their blistering display on the penultimate leg.

The Abu Dhabi Seamanship and DHL Shore Crew Awards recognised achievements that were not necessarily connected with success out on the race course.

Individual acts of seamanship and heroic efforts from shore crew provided good news stories across the fleet. Abu Dhabi, Sanya, Groupama and PUMA were all honoured here.

The attention given to the leaders in each of the long offshore legs meant that just being out in front guaranteed widespread coverage. In the same way that breakaway riders in the Tour de France have the cameras trained on them for long periods, the spotlight was firmly on Team Sanya when, for example, they went out in front on Leg 2 and led the fleet out of Auckland at the start of Leg 5.

105

Volvo Ocean Race 2011-12

Different ways to win

Honours Board

TOP 10 CLOSEST FINISHES RELATIVE TO DISTANCE SAILED Distance Nm Between

Leg

Time gap mm:ss

Sec/ Nm

Leg 4, Sanya-Auckland

5,220

3rd Telefónica and 4th CAMPER

01:33

0.018

Leg 7, Miami-Lisbon

3,590

4th Telefónica and 5th CAMPER

01:42

0.028

Leg 2, Cape Town-Abu Dhabi*

4,065

1st Telefónica and 2nd CAMPER

01:57

0.029

Leg 7, Miami-Lisbon

3,590

1st Abu Dhabi and 2nd Groupama

05:27

0.091

Leg 5, Auckland- Itajaí

6,705

1st Puma and 2nd Telefónica

12:38

0.113

Leg 7, Miami-Lisbon

3,590

5th CAMPER and 6th Sanya

14:16

0.238

Leg 4, Sanya-Auckland

5,220

4th CAMPER and 5th Abu Dhabi

33:40

0.387

Leg 8, Lisbon-Lorient

1,956

2nd CAMPER and 3rd Puma

12:55

0.396

Leg 4, Sanya-Auckland

5,220

5th Abu Dhabi and 6th Sanya

35:08

0.404

Leg 6, Itajaí-Miami

4,800

3rd Groupama and 4th Telefónica

37:35

0.470

Source: Recorded at Race Control through race blackbox telemetry

POINTS OVERALL 250

Groupama CAMPER PUMA Telefónica Abu Dhabi Team Sanya

200

150

100

In-Port Race Galway

In-Port Race Lorient Leg 9 Lorient - Galway

Leg 7 Miami - Lisbon In-Port Race Lisbon Leg 8 Lisbon - Lorient

Leg 6 Itajaí - Miami In-Port Race Miami

Leg 4 Sanya - Auckland In-Port Race Auckland Leg 5 Auckland - Itajaí In-Port Race Itajaí

In-Port Race Alicante Leg 1 Alicante Cape Town In-Port Race Cape Town Leg 2 Cape Town - Abu Dhabi In-Port Race Abu Dhabi Leg 3 Abu Dhabi - Sanya

0

In-Port Sanya

50

Source: Recorded at Race Control through race blackbox telemetry

MAX BOAT SPEED over ground (GPS)

Team Telefónica

565

14.06.2012

8

3

Groupama sailing team

563

14.06.2012

8

4

PUMA Ocean Racing powered by BERG

559

14.06.2012

8

5

Abu Dhabi Ocean Racing

552

14.06.2012

8

6

Team Sanya

523

14.06.2012

8

Source: Recorded at Race Control through race blackbox telemetry

IWC SCHAFFHAUSEN 24-HOUR RUN – BEST RUN PER LEG (NM) Groupama CAMPER PUMA

553

528

528

511

538

566

478 390

358 Leg 1 Leg 2 Leg 3 Alicante & Cape Town Abu Dhabi & Cape Town & Abu Dhabi Sanya

Leg 4 Sanya & Auckland

Leg 5 Auckland & Itajaí

Source: Recorded at Race Control through race blackbox telemetry

106

Leg 6 Itajaí & Miami

Leg 7 Miami & Lisbon

Leg 8 Lisbon & Lorient

Leg 9 Lorient & Galway

The battle for overall honours raged throughout, with four teams still harbouring realistic chances with just a week’s sailing left to go.

All five of the new boats in the race had appeared on the podium after just one leg and one in-port race. The podium places would continue to be shared around throughout the race, with five different winners of both offshore legs and In-Port Races.

The closest race for victory in an offshore leg saw Telefónica (1st) and CAMPER (2nd) come in with just one minute and 57 seconds between them after more than 4,000 nautical miles racing on the first stage of Leg 2.

In Auckland, the battle for the third podium place again saw Telefónica edge CAMPER, this time by just one minute 33 seconds after 5,220 nautical miles.

On the run-in to the finish line in Lisbon, winners Abu Dhabi were just 150 metres ahead of secondplaced Groupama after crossing the Atlantic, while Telefónica beat CAMPER for fourth place by just 102 seconds.

38

36 34 32

32

2

38

31

8

30

29

14.06.2012

30

Leg

566

28

Date

CAMPER with Emirates Team New Zealand

40

33

Distance (Nm)

1

produced an impossibly tight finish, with Abu Dhabi Ocean Racing, CAMPER with Emirates Team New Zealand, PUMA Ocean Racing powered by BERG and Groupama sailing team all in contention on the very last day of sailing of the 2011-12 edition.

31

Place Team

The Volvo Ocean Race 2011-12 was characterised by some of the closest racing ever seen in its 39-year history.

The boats themselves had never been more evenly matched across a range of conditions and teams packed with the world’s best sailors kept up fierce competition throughout the months of adventure.

Knots

IWC SCHAFFHAUSEN SPEED RECORD CHALLENGE

Groupama CAMPER PUMA Telefónica Abu Dhabi Team Sanya

42

36

The fleet during the Pro-Am Race in Lorient, France

28 26 24 22 20 18 Leg 1

Leg 2

Leg 3

Leg 4

Leg 5

Leg 6

Leg 7

Leg 8

Leg 9

Source: Recorded at Race Control through race blackbox telemetry

Groupama were not confirmed as winners until they crossed the finish line on the very last leg. The In-Port Race Series also

For additional data see page 132 107

Volvo Ocean Race 2011-12

The gap of 1 min 33 secs between Telefónica and CAMPER finishing Leg 4 in Auckland was equivalent to a time gap of less than half a second (0.41) between two runners finishing a marathon

Closest Race

Race in Numbers

Maximum speed through water, Abu Dhabi, Leg 8, Lisbon to Lorient 14.06.2012

62o

Maximum averaged angle of heel, Abu Dhabi, Leg 5, Auckland to Itajaí, 18.03.2012

70 knots

Maximum wind speed, PUMA Ocean Racing powered by BERG, Leg 5, Auckland to Itajaí, 19.03.2012

5.3o

Minimum sea temperature, CAMPER with Emirates Team New Zealand Leg 5, Auckland to Itajaí, 11.04.2012

32.1o

Maximum sea temperature, Abu Dhabi Ocean Racing, Leg 2, Cape Town to Abu Dhabi, 24.12.2011

980

Minimum barometric pressure, Team Telefónica, Leg 5, Auckland to Itajaí, 21.03.2012

1032

Maximum barometric pressure, CAMPER with Emirates Team New Zealand Leg 1, Alicante to Cape Town, 23.10.2011

16.3 metres

Maximum wave height, CAMPER with Emirates Team New Zealand, Leg 5, Auckland to Itajaí, 25.03.2012

58º 50.73N

Most southerly point reached, PUMA Ocean Racing powered by BERG, Leg 5, Auckland to Itajaí, 28.03.2012

42º 57.12N

Most northerly point reached, Abu Dhabi Ocean Racing, Leg 7, Miami to Lisbon, 27.05.2012

Source: Recorded at Race Control through blackbox telemetry

Team Telefónica lead the fleet, at the start of leg 9 from Lorient, France

108

For additional data see page 132 109

Volvo Ocean Race 2011-12

42 knots

Broadening the platform The introduction of the new one-design boat for the next edition of the race in 2014-15 is a major step in broadening the platform for entry and helping the race achieve the stated goal of increasing the size of the fleet – without sacrificing the quality of a world class sports event.

The Volvo Ocean 65 »»

The next two editions of the Volvo Ocean Race will be raced in the 65-foot one-design, meaning all the boats will be identical and putting more emphasis on the racing on the water.

»»

The new boat is being designed, engineered and built to be competitive for a minimum of two races around the world.

Budget »»

The cost to teams for each boat, including a full set of sails, will be less than 5 million euros.

»»

It will now be possible to mount a competitive campaign for between 12 and 15 million euros, including the cost of the boat.

»»

As the boats will compete in a minimum of two editions, the boat cost is effectively reduced by 50 percent for teams competing in two editions, while boosting the re-sale value for those choosing to do only one.

»»

There will be shared shore support and spare parts pooling for all teams, which will translate into further significant cost reductions.

Crew size »»

The boats will have a crew of eight sailors plus one Media Crew Member.

»»

All-female teams will be allowed two extra crew members, making a total of 10 plus one MCM.

Construction »»

The boat will be equipped with the latest multimedia and satellite communication equipment, meaning content coming from the oceans will be richer than ever before.

»»

The new boat is being designed by Farr Yacht Design in the United States. The company has been responsible for five winning entries in the first 11 editions of the race.

»»

Green Marine in the United Kingdom is leading a consortium of four boatyards constructing the new one-design. The others are Decision in Switzerland, Multiplast in France and Persico in Italy.

Timeline Mould construction began on time in August 2012 Early 2013 – Announcement of route for 2014-15 edition First boat will be launched in June 2013 Every seven weeks a new boat to be launched Current set of moulds can produce up to 10 boats

110

111

Volvo Ocean Race 2011-12

Volvo Ocean Race 2014-15

Communication innovation Moving to a one-design class of boat for at least the next two editions is a massive undertaking but one that is entirely in keeping with a race that has never been afraid to innovate, not least in the introduction of new communications technology.

Early years 1973-86 »» Only HF (High Frequency) Radio Telephone on board »» Teams reported in once each week to Portishead Radio Station, then transferred to Race HQ

1989-90 »» Argos satellite tracking »» First TV footage from yachts, microwaved off at key points close to land

1993-94 »» First text off yachts via Sat Com C »» First grainy images off yachts were developed on board, scanned and sent »» First satellite communications via phone »» Fax polling provided information to the outside world »» Data speed off yachts - 9.6kbps

1997-98 »» First videos, emails, and digital cameras on board »» First media desk and event website, the biggest single event sports site in the world »» First fixed cameras on board »» Two Inmarsat C and one Inmarsat B satellite dishes »» Data speed off yachts – 64kbps

2001-02 »» Two telephone lines on board »» Online content broadened to include a global ocean adventure programme for schools »» Data speed off yachts – 64 kbps

2005-06 »» First mobile platform »» First video conferencing »» Integration of YouTube as an online video distribution outlet »» Race offers first mobile platform »» Data speed off yachts – 128 kbps

2008-09 »» First HD TV footage and teleconferencing off the yachts »» First official Race Game »» Expanded online platform »» First iPhone App »» First dedicated Media Crew Member »» Data speed off yachts – 492 kbps

2011-12 App App

 PUMA Ocean Racing powered by BERG

112

»» Fleet monitored 24/7 from dedicated new Race Control in Alicante »» First mobile app for Android »» Race Game goes mobile with dedicated app »» Data speed off yachts – 492 kbps »» Live HD television produced on board »» Live tracking with 60-second updates 113

Volvo Ocean Race 2011-12

Onboard Content Factory

Volvo Ocean Race 2011-12

Museo Volvo Ocean Race

Behind the scenes at the Museum The Volvo Ocean Race threw open the doors to a brand new interactive museum in Alicante in June, just as the 2011-12 race was approaching its thrilling climax.

The museum, designed by architects Mather & Co., gives visitors a chance to experience for themselves the extreme challenges faced by Volvo Ocean Race sailors.

Operating in partnership with the regional Valencia government, the state-of-the-art museum is designed to inspire new generations of fans and represents a striking investment in the city of Alicante – the race’s home since 2010.

“It is with tremendous pride that we are opening the doors to the Museo Volvo Ocean Race, a new and unique project that will surprise, delight and inform thousands of visitors each year,” Volvo Ocean Race CEO Knut Frostad said at the inauguration.

“Alicante is our home and we are thrilled to say we can welcome our neighbours to visit.”

The Museum looks over the high-tech Race Control room (see page 12-13) and offers visitors a chance to learn how the boats stay in contact from the oceans. Other exhibits include:

History of the race Learn about the 11 editions of a race that began life in 1973 as the Whitbread Round the World Race and has provided the world’s toughest sporting challenge ever since.

Life on deck

A tour through the boats themselves and the trials of life at sea – from freeze-dried food to extremes of temperature few of us will ever experience.

The oceans today Learn about marine ecosystems and how mankind is threatening the survival of these habitats.

Technology Interactive exhibits take you through the cutting edge technology on board the boats, how they are tracked from the most remote locations on earth and HD video is transmitted back live.

Heroes and legends The extreme challenge of this regatta has made heroes of its crew members, with many taking on the status of legends for their sacrifice and achievement.

Volvo Ocean Race Museum in Göteborg Volvo also opened a Volvo Ocean Race section of the Volvo museum in Göteborg in 2011.

More information: www.facebook.com/MuseoVolvoOceanRace www.twitter.com/MuseoVolvoOcean www.youtube.com/MuseoVolvoOceanRace 114

115

116

Volvo Ocean Race 2011-12

Gallery: Emotion

117

118

Volvo Ocean Race 2011-12

Gallery: Guest Book

Princess Letizia of Spain is declared godmother of Telefónica during a christening ceremony at the Alicante Race Village.

His Highness Sheikh Sultan Bin Tahnoon Al Nahyan, Chairman of Abu Dhabi Tourism Authority, and Team Telefónica skipper Iker Martinez. from Spain at the finish of Leg 2 in Abu Dhabi.

Surfer Laird Hamilton prepares to board PUMA’s Mar Mostro in Alicante.

South African international Bryan Habana from the DHL Stormers rugby team tries the Grinding Challenge in the Cape Town Race Village.

Olympic gold medallist swimmer Luo Xue Juan on board with Team Sanya during the start of Leg 4 from Sanya, China to Auckland, New Zealand.

His Highness Sheikh Nahyan bin Mubarak Al Nahyan, Minister of Higher Education and Scientific Research UAE, and former British Prime Minister Tony Blair at the Etihad Airways In-Port Race in Abu Dhabi.

Crown Prince Felipe of Spain meeting skipper Mike Sanderson and the crew of Team Sanya at the Race Village, Alicante, Spain.

Toni Street, TVNZ ONE News sports reporter and presenter of Saturday Breakfast, on board CAMPER at the start of Leg 5 from Auckland, New Zealand to Itajaí, Brazil.

England international cricketers Alistair Cook and Graeme Swann who jumped from Abu Dhabi’s Azzam during the start of Leg 3 from Abu Dhabi, UAE to Sanya, China.

Scissor Sisters lead singer Ana Matronic on board PUMA’s Mar Mostro during the Pro-Am Race in Abu Dhabi.

Footballing legend Luis Figo and Abu Dhabi Ocean Racing skipper Ian Walker get ready for the start of Leg 8, from Lisbon, Portugal to Lorient, France.

Prince Carl Philip of Sweden and PUMA skipper Ken Read at the Iberdrola In-Port Race in Alicante.

Britain’s Prince Andrew joins Abu Dhabi Ocean Racing, skippered by Ian Walker from the UK, for the Etihad Airways In-Port Race in Abu Dhabi.

Cavaco Silva, President of the Portuguese Republica and his First Lady at the start of Leg 8 in Lisbon, Portugal.

Fernando Torres visits the Alicante Race Village with the rest of the Spanish national team, ahead of their Euro 2012 qualifier against Scotland.

Football icon Zinedine Zidane of France at the start of Leg 1 from Alicante, Spain to Cape Town, South Africa.

119

Additional data

Additional data

Television Number of Broadcasts by genre

Average TV audience per broadcast by period/genre

Average TV Audience per Broadcast by Period/Genre 7,000

2,500,000

Dedicated

5,000

Dedicated TV News

Other

5,000

1,500,000

6,000

Other TV News

6,000

2,000,000

Average Audience

Number of Broadcasts by Genre 7,000 Number of Broadcasts

by Genre TV News

Dedicated Other

4,000

4,000

3,000

3,000

2,000

1,000,000

500,000

2,000

0 Pre Race + Leg 1 + Alicante Cape Town

Leg 2 + Abu Dhabi

Leg 3 + Sanya

Leg 4 + Auckland

Leg 5 + Itajaí

Leg 6 + Miami

1,000

1,000

Leg 7 + Lisbon

Leg 8 + Lorient

0

Leg 9 + Galway

0

Source: IFM/SMS October 10, 2011-July 20, 2012

Source: IFM/SMS October 10, 2011-July 20, 2012

Average Race TV Value per broadcast by period/genre (in €)

Average TV Publicity Value per Broadcast by Period/Genre

90,000

Contents

Other

121

Online

123

Race TV Value

Television

Publicity Value

80,000

Dedicated

70,000

TV News

60,000 50,000 40,000 30,000

123

Radio

124

Media Accreditations

124

www.volvooceanrace.com

125

www.volvooceanracegame.com

127

Race Trackers

128

20,000 10,000 0

Pre Race + Alicante

Leg 1 + Cape Town

Leg 2 + Abu Dhabi

Leg 3 + Sanya

Leg 4 + Auckland

Leg 5 + Itajaí

Leg 6 + Miami

Leg 7 + Lisbon

Leg 8 + Lorient

Appendix

Print

Leg 9 + Galway

Source: IFM/SMS October 10, 2011-July 20, 2012

TV News: Total Hours of coverage by market

Tv News Total Hours of Coverage by Market Tv News Total Hours of Coverage by Market France China Spain

Facebook

128

YouTube

130

Portugal New Zealand Brazil UAE Ireland

Livestream

130

Volvo Ocean Race Experience

131

USA Germany South Africa UK Italy

Race Statistics

132

Sweden Netherlands 0

Source: IFM/SMS October 10, 2011-July 20, 2012 0

0.125

0.25

0.375

0.5

0.125

0.25

0.375

0.5

TV News: Average Audience & Value per broadcast (in €) TV News: Average Audience per Broadcasts & Average Publicity Value per Broadcast 1,600,000

AverageAudience Audience Broadcast Average perPer Broadcast

45,000

AveragePublicity TV News Value Per Broadcast Average Value per Broadcast 1,400,000

40,000 1,200,000 35,000 1,000,000

30,000

800,000

25,000 20,000

600,000

15,000 400,000 10,000

Average Audience Broadcast Average Audience per Per Broadcast

Average TV News Value Per Broadcast Average Publicity Value per Broadcast

50,000

200,000

5,000

0

0 Pre Race + Alicante

Leg 1 + Cape Town

Leg 2 + Abu Dhabi

Leg 3 + Sanya

Leg 4 + Auckland

Leg 5 + Itajaí

Leg 6 + Miami

Leg 7 + Lisbon

Leg 8 + Lorient

Leg 9 + Galway

Source: IFM/SMS October 10, 2011-July 20, 2012

120

121

Television TV News: Cumulative Audience

TV News: Cumulative Audience

1,500,000,000

TV News: Cumulative Audience

2011-2012

1,500,000,000 1,283,438,532

600,000,000 2008-2009 2011-2012

48:00:00

869,384,590

1,200,000,000

300,000,000

36:00:00 24:00:00

2011-2012

900,000,000

0 54:11:53

+48% growth 2008-2009

3840:00:00

1,283,438,532

600,000,000 869,384,590

300,000,000 0

53:53:41

1,283,438,532

600,000,000 869,384,590

0:00:00

1920:00:00

0

0:00:00

Source: IFM/SMS October 10, 2011-July 20, 2012 TV News: Cumulative Audience

1,500,000,000

1,200,000,000

2008-2009

1,283,438,532

600,000,000

300,000

300,000,000 0

300,000,000 0

1920:00:00

Source: IFM/SMS October 10, 2011-July 20, 2012

80,000,000 60,000,000

8,079,903

20,000,000

9,770,758

0

Pre Race + Leg 1 + Alicante Cape Town Source: IFM/SMS October 10, 2011-July 20, 2012

Source: IFM/SMS October 10, 2011-July 20, 2012

Number of TV Broadcasts – Growth

Leg 2 + Abu Dhabi

2008-2009

Growth in Number of Broadcasts

8,000

11,582,856 17,569,083 18,219,968 15,155,513 12,770,572

Leg 3 + Sanya

Leg 4 + Auckland

Leg 5 + Itajaí

Leg 6 + Miami

9,923,751

Leg 7 + Lisbon

Leg 8 + Lorient

Leg 9 + Galway

Number of Broadcasts by Period

7,000

2011-2012

2008-2009 Daily Average

6,000 5,000 4,000 3,000

2,073

200

89.9% growth

150 248

221

100

226

223

2,000 366

878

1,001

1,053

931

1,284

905

933

822

796

Pre Race + Alicante

Leg 1 + Cape Town

Leg 2 + Abu Dhabi

Leg 3 + Sanya

Leg 4 + Auckland

Leg 5 + Itajaí

Leg 6 + Miami

Leg 7 + Lisbon

Leg 8 + Lorient

Leg 9 + Galway

50

Pre Race + Alicante

Leg 1 + Cape Town

Leg 2 + Cochin/Abu Dhabi

Print Articles: number of articles

Audience Growth

110

85

Leg 3 + Leg 4 + Leg 5 + Singapore/Sanya Qingdao/Auckland Rio de Janeiro/Itajaí

Leg 6 + Boston/Miami

131

110

1,092

Leg 7 + Galway/Lisbon

Leg 8 + Goteborg/Lorient

Leg 9 + Stockholm/Galway

2008-2009

Global TV audience by leg

12,000

1,000,000,000

10,000

800,000,000

8,000

600,000,000

6,000 159,764,441

302,974,478

Pre Race + Leg 1 + Alicante Cape Town

171,847,640

Leg 2 + Abu Dhabi

119,465,550

Leg 3 + Sanya

Leg 4 + Auckland

166,202,031

Leg 5 + Itajaí

Number of Men,ons 40,000

14,000

Accumulated global TV audience

287,795,553

Print Articles: number of event mentions

Number of Articles

1,600,000,000

Source: IFM/SMS October 10, 2011-July 20, 2012

103 73

194 194 159

0

Cumulative TV audience – growth

400,000,000

108

205 205

Source: 2008-09 data - Meltwater News September 20, 2008-July 12, 2009. 2011-12 data - Meltwater News from October 10, 2011-July 20, 2012

Source: IFM/SMS October 10, 2011-July 20, 2012

1,200,000,000

117

96

226

202 202

174

154

1,400,000,000

2011-2102 Daily Average

250

Average Daily News

Number of Broadcasts

25,236,944

300

9,000

122

11,522,058

Average Daily Online News Per leg & Stopover Average Daily Online News per Leg+Stopover

Number of Broadcasts Growth

0

Leg 9 +

Leg 9 + Galway Galway

100,000,000

0:00:00

0

200,000,000

Leg 8 +

Leg 8 + Lorient Lorient

40,000,000

3296:38:38

960:00:00

50,000

0

Leg 7 +

Leg 7 + Lisbon Lisbon

4707:58:25

259,505 259505.7888

1,000

Auckland

Leg 6 +

Leg 6 + Miami Miami

GrowthininPublicity TV Value Value Growth TV ValueValue

By Period Publicity

by Period

120,000,000

869,384,590

43% growth

2880:00:00

344,433 344433.2318

100,000

Leg 5 +

Leg 5 + Itajaí Itajai

140,000,000 1,283,438,532

600,000,000

3840:00:00

250,000

150,000

Leg 4 + Leg 4 + Auckland

Publicity Value Growth

2011-2012

Dedicated Coverage: Hours of Coverage

4800:00:00

869,384,590

200,000

Leg 3 +

Race TV Value – Growth (in €)

2008-2009

900,000,000

400,000 +33% growth

Leg 2 + Leg Dhabi 2 + Abu

dedicated coverage: hours of coverage

2011-2012 Other Programmes: Average Audience per Broadcast 900,000,000 2008-2009 2011-2012

Pre Race + Leg 1 + Pre Race + Cape Leg Town 1 + Alicante

1,500,000,000

Other programmes: average Audience per broadcast 1,200,000,000

TV News: Cumulative Audience

532:48:42 137:58:06 326:14:15 440:32:46 585:37:31 505:14:16 631:42:06 547:42:40 569:09:47 539:54:35 532:49:42 137:58:06

Leg 3 + Sanya Alicante Source: IFM/SMS October 10, 2011-July 20, 2012 Cape Town Abu Dhabi Sanya

TV ValueValue Publicity

Source: IFM/SMS October 10, 2011-July 20, 2012

350,000

2880:00:00

960:00:00

300,000,000

12:00:00

Growth in Hours of Coverage Hours of Coverage by Period

Appendix

60:00:00

4800:00:00

2008-2009 2011-2012

900,000,000

TV News: Hours of Coverage

Hours of Coverage Growth

Hours of TV Coverage – Growth and by period

Hours of Coverage

1,200,000,000

2008-2009

900,000,000

Television / Online / Print

1,500,000,000 TV News: Cumulative audience

TV News: Hours of coverage 1,200,000,000

Additional data

Hours of coverage

Additional data

2011-2012

2011-2012

89,941,316

67,230,005

79,503,909

Leg 6 + Miami

Leg 7 + Lisbon

Leg 8 + Lorient

Leg 9 + Galway

54.8% growth

30,000

11,407

4,000 110,792,146

2008-2009

16% growth

13,266 13,266 (+16%)

38,581 38,581 (+55%)

20,000

10,000

24,931

2,000 0

Source: IFM/SMS October 10, 2011-July 20, 2012

0

Source: IFM/SMS October 10, 2011-July 20, 2012

123

Print / Radio / Accreditations

Additional data

volvooceanrace.com – Average Daily visits / average daily unique visits

PRINT: Readership by geographic reach of publication / growthin inReadership readership Readership

by Geographic Reach of Publication/Growth 1200

8 7

1000

800

5 327

600

437 420

219

3 290

321 316

355

269

Leg 2 + Abu Dhabi

Leg 3 + Sanya

Leg 4 + Auckland

Leg 5 + Itajai

Leg 6 + Miami

Leg 7 + Lisbon

199

Leg 8 + Lorient

Leg 9 + Galway

1,283,438,532 2,500,000,000 3,000,000,000

2011-2012

600,000 400,000

ASIA

40%

AMERICA

17% AFRICA OCEANIA

27%

TV News:

Source: Volvo Ocean Race

1,500,000,000

Nationalities

Media Outlets

Alicante

711

44

407

Cape Town

96

13

75

Abu Dhabi

362

44

180

Sanya

417

19

223

3,000

2011-2012

600,000,000 12.3% growth

2,500

1,500

40,000,000 30,000,000

135 179

Lorient

212

26

166

Galway

288

32

231

Total

2,954

86

1,102

Average

295

27

187

0 Source: Volvo Ocean Race

124

Appendix

Galway

Leg 9

Lorient

Leg 8

Lisbon

Leg 7

Miami

Leg 6

Itajai

Germany Sweden 32,994,715

Canada

20,000,000

Australia

10,000,000

14,119,669

209,802

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

0 Visits

TV News: Cumulative Audience

Source: Google Analytics October 10, 2011-July 20, 2012

Source: Google Analytics October 10, 2011-July 20, 2012

1,500,000,000

number of nationalities of accredited journalists 2008-2009 Nationalities of Accredited Journalists

2011-2012

900,000,000

100

VOLVOOCEANRACE.COM – Geographical distribution

80

Africa 1.44%

volvooceanrace.com volvooceanracegame.com americascup.com sailing.org

2011-2012

40

1,283,438,532 869,384,590

TIME ON SITE (MINUTES)

1,200,000,000

1,283,438,532

600,000,000 869,384,590

2008-2009 2011-2012 83.0% growth

300,000,000

0

0

2,954 2,954

86 86

40

1,000 500

Netherlands

50,000,000

156

60

2,631

Pageviews (CN)

115

300,000,000

2,000

United Kingdom

9 30

New Zealand

Pageviews (ES)

23

26

Pageviews(FR)

Spain United States

60,000,000

262 246

79,468,175

70,000,000

173 187

Pageviews (EN)

80,000,000

Auckland Miami

Volvooceanrace.com – Top 10 countries France

90,000,000

Itajaí

2008-2009 Number of Accredited Journalists

900,000,000

Volvooceanrace.com - Total Page Views (by language)

Accredited Journalists

1,200,000,000

2008-2009

volvooceanrace.com – total page views (by language)

Stopover

Volvo Ocean Race CumulativeSource: Audience

Number of accredited journalists

3,500

Source: Google Analytics October 10, 2011-July 20, 2012

Media accreditations – by Stopover

Lisbon

Leg 5

0

1,168,860,000

Auckland

200,000 Leg 4

1,168,860,000

2,483,409,552

0

From Europe From Asia From America EUROPE From Africa From Oceania

ENG

800,000

0

Source: USB Content and IFM/SMS October 10, 2011-July 20, 2012

Media accreditations geographical distribution Accreditations–Geographical Distribution

FRA

1,000,000

300,000,000

500,000,000 1,000,000,000

Source:0 USB Content and IFM/SMS October 10, 2011-July 20, 2012

ESP

1,200,000

2011-2012 112.5% growth

0 500,000,000

14%

60,000

CHN

1,400,000 1,283,438,532

2,483,409,552

2,483,409,552

2%

50,000

1,600,000

869,384,590

5,529

1,168,860,000

500,000,000

40,000

Volvooceanrace.com - Average Page Views Per day (by period and language)

Sanya

0

30,000

volvooceanrace.com – average page views per day (by period and language)

600,000,000

2011-2012 2008-2009

1,500,000,000 2,000,000,000

2,000 1,500,000,000 1,470

20,000

Source: Google Analytics October 10, 2011-July 20, 2012 Size of the bubble relates to the total amount of visits to the site during each leg. Consider that Leg 8 & 9 were both legs of short duration but daily averages increased considerably.

1,000,000,000 1,500,000,000

1,000 1,000,000,000

10,000

2008-2009

Radio: Cumulative Audience 2008-2009

869,384,590 2,000,000,000 2,500,000,000

276.1% growth 2011-2012

0

900,000,000

3,000,000,000

300,000,000

3,000 2,000,000,000

Radio: Cumulative Audience

2011-2012

2008-2009

4,000 2,500,000,000

0

Average Daily Unique Visitors

1,200,000,000

2008-2009

Radio: Number of900,000,000 Broadcasts Radio: Cumulative Audience 600,000,000 2008-2009

0

0

Radio:Cumulative Audience

1,200,000,000

2011-2012

50,000

1,500,000,000

Radio: Number of broadcasts

5,000 3,000,000,000

Leg 2 150,000

100,000

TV News: Cumulative Audience

1,500,000,000

Leg 7

Leg 3

1

TV News: Cumulative Audience

Source: IFM/SMS October 10, 2011-July 20, 2012

Leg 1

Leg 6

Leg 3

Leg 1 + Cape Town

275

212

166

2

Leg 4

Leg 5

200,000

Abu Dhabi

Pre Race + Alicante

361

250,000

Cape

200

229

513

507

300,000

Leg 2

400

4

584

411

Leg 9 350,000

Leg 1

385

Leg 8

400,000

6

0

6,000

450,000

National

Average Daily Visits

Regional National

Growth in Readership (in billions)

Readership per period (In millions)

Growth Growthinincumulative Readership readership Regional

www.volvooceanrace.com

Alicante

Additional data

20

47

Other 0.58%

(not set)

Asia 2.68%

Africa

Oceania 9.09%

30 Europe 67.97%

Asia

20 Oceania

10

Americas 18.23%

0

July 2011

Americas

July 2012

a

0 Source: Volvo Ocean Race

Source: Alexa July 2011-July 2012

Source: Google Analytics October 10, 2011-July 20, 2012

125

Additional data

www.volvooceanrace.com

Additional data

Mobile Devices Visits: Operating System volvooceanrace.com – mobile devices visits 0.43% 1.74%

VOLVOOCEANRACE.COM – CUMULATIVE VISITS

Daily PAGE VIEWS volvooceanrace.com wtatennis.com wrc.com

0.39%

50,000,000

5000 15.01%

2008-09 2011-12

iOs Android

41,580,298 40,081,850

40,000,000

Blackberry Symbian Os

www.volvooceanrace.com / www.volvooceanracegame.com

36,251,748

20,000 32,770,205

Windows

40,000

82.43%

30,000,000

28,010,877

80,000

23,404,994

21,203,118

July 2011

July 2012

22,503,670

21,727,605

20,000,000 16,031,200

Source: Google Analytics October 10, 2011-July 20, 2012

77.7% growth

20,294,169

17,678,652

Source: Alexa July 2011-July 2012 11,936,475 11,492,115

10,000,000

DAILY REACH (PERCENT)

7,086,364

DAILY PAGE VIEWS (PERCENT)

6,785,346

0.04

0.002

0.03

0.0015

0.02

0.001

0.01

0.0005

3,826,950

838,534

volvooceanrace.com wtatennis.com wrc.com

volvooceanrace.com wtatennis.com wrc.com

9,039,301

384,689

0

Pre-Race Leg 1 Leg 2 & Alicante & Cape Town & Abu Dhabi

Leg 3 & Sanya

Leg 4 & Auckland

Leg 5 & Itajaí

Leg 6 & Miami

Leg 7 & Lisbon

Leg 8 & Lorient

Leg 9 & Galway

Source: 2008-09 data - Google Analytics September 20, 2008-July 12, 2009. 2011-12 data - Google Analytics October 10, 2011-JULY 20, 2012

0

July 2011

July 2012

Source: Alexa July 2011-July 2012

0

July 2011

1,500,000,000

100,000

Average Daily Visits

80,000

5

0,0006

July 2011

Source: Alexa July 2011-July 2012

July 2012

July 2011

Source: Alexa July 2011-July 2012

900,000,000

July 2012

Appendix

371,926 53,759 87,021

139,165

Stockholm Galway

Leg 9

42,373 112,588

115,220

Leg 8 Göteborg Lorient

129,860 39,993 Galway Lisbon

Leg 7

43,217 86,866 Boston Miami

2008-2009 2011-2012

2008-2009 2011-2012 48.7% growth

less than $10.00 1,283,438,532

600,000,000

92,909

300,000,000 60,000

62,413 40,000 20,000

0

0

126

volvooceanrace.com volvooceanracegame.com americascup.com sailing.org

10

0,001

VOLVOOCEANRACE.COM – PLAYER INCOME (IN US$)

website average daily visits 1,200,000,000

0,0015

112,149

Source: 2008-09 data - Google Analytics September 20, 2008-July TV 12, 2009.

2011-12 data - GoogleAudience Analytics October 10, 2011-July 20, 2012 News: Cumulative

Daily PAGE VIEWS per user

volvooceanrace.com volvooceanracegame.com americascup.com sailing.org

Leg 6

July 2012

Source: Alexa July 2011-July 2012

Daily PAGE VIEWS (PERCENT)

216,148

237,603 131,560

137,610 205,474

37,075 68,851

129,001 142,310

63,051 85,397

53,433 122,422 Chingdao Auckland

5

2

Leg 4

4

Singapore Sanya

0

6

Leg 3

50,000

10

Cochin Abu Dhabi

8

100,000

18,319 34,134

10

150,000

volvooceanrace.com wtatennis.com wrc.com

15

Alicante Alicante

12

142,582 166,506

200,000 volvooceanrace.com wtatennis.com wrc.com

Leg 2

250,000

Cape Town Cape Town

117,746 210,843

300,000

TIME ON SITE (MINUTES)

Leg 1

DAILY PAGE VIEWS PER USER

61,175 98,967

350,000

105,947 198,450

400,000

Source: Alexa July 2011-July 2012

52,839 111,907

Source: Alexa July 2011-July 2012

450,000

July 2012

Rio de Janeiro Itajaí

0 July 2011

July 2012

Leg 5

0 July 2011

405,739

VOLVOOCEANRACE.COM – CUMULATIVE PAGE VIEWS

0

869,384,590

$10.00-$50.00 $50.00-$75.00 $75.00-$100.00 $100.00-$150.00 more than $150.00 0

165

330

495

660

825

990

0 Source: Google Analytics October 10, 2011-July 20, 2012

Source: Volvo Ocean Race survey of 2,713 players June 10-12, 2012

127

www.volvooceanracegame.com / Race Trackers / Facebook How you hear about Volvo Ocean Race Game How did dyid ou hear about Volvo Ocean Race Game Volvooceanracegame.com – how did you hEAR ABOUT IT? 2011-­‐2012 2011-­‐2012

FACEBOOK FAN PAGE ACTIVITY OVER TIME

400

100 0

Source: Simply Measured October 10, 2011-July 20, 2012

Facebook: Post Type Mix Over Time

TOTAL ENGAGEMENTS BY POST TYPE

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

2

2

12

-­‐7

/7

/1

/1

/1

23

/9

6/ 2-­‐

/1

1/

17

6/

7/

/1 12

-­‐6

12

26

2/

5/

2-­‐

/1

3/

20

6/

/1

28

4/

/1

2-­‐

-­‐5

6/

12

/1

5/

5/

/1

12

31

4/

3/

/1 -­‐4

12

22

8/

4/

4/

/1

12

17

2-­‐

3/

3/

2-­‐

/1

/1

25

11

3/

/1

3/ 2-­‐

/1

3/

12

18

4/

2/

2/

2-­‐

/1

12

26

2-­‐ /1

2/

2/

2

/1

/1

21

/7

1/

-­‐1

2-­‐ /1

15

29

12

1/

1/

0/

24

/1

2/ -­‐1 1/

1/

12

1-­‐

11

8/ /1

12

2/ /1

1/

/1 10 1-­‐ /1 /9

26

0

Appendix

0

5,000

10

20,000

10,000

-­‐1

0

15,000

/1

5,000

Other

20,000

11

10,000

Link

25,000

11

15,000

Status

30,000

0/

20,000

10 /9 / 10 11/2 10 /1 3 11 /11 5/ /6 -10 1 / 11 11- /29 / /2 11 / 0 12 /11 12/ /4 -1 1 /1 1/2 12 1/1 12 6/ / 8/ 1 10 1/ 1-1 /1 2 1 1/ /12 /24 15 -1 / /1 /7 1/ 2-1 /12 29 /2 2/ /12 1/1 2 12 /1 2/4 2/ 2-2 /12 26 /1 8 3/ /12 /1 2 11 / 3/ 3/ 12- 3/1 2 25 3/ /1 17 4/ 2-3 /12 8/ /3 1 1 / 4/ 2 22 -4/ 12 /1 14 5/ 2-4 /12 6/ /2 5/ 12- 8/1 2 20 5/ /1 12 2 /1 6/ -5/2 2 3 6/ /12 6/1 2 17 /1 6/9 2 /1 7/ -6/2 2 1/ 3 12 /1 -7 2 /7 /1 2

40,000

25,000

/4

Leg 3

30,000

Mul$media 35,000

/2

60,000

35,000

12

Leg 2

80,000

Total Engagement

11

Leg 9

Other

5/

Leg 6

Leg 5

Leg 1

Link

29

100,000

Status

200 180 160 140 120 100 80 60 40 20 0

1-­‐

120,000

Number of Posts by Type

Leg 7

Likes + Comments + Shares

Leg 8

Leg 4

Likes + Comments + Shares

Multimedia

140,000

Average Daily Visits

Facebook: Total Engagements by Post Type over time

Post Type Mix Over Time

160,000

24,804

Source: Simply Measured October 10, 2011-July 20, 2012

/1

Volvo Ocean Race Tracker – Daily Visits & Daily Views

0

Fan Comments

0/

Source: Volvo Ocean Race survey of 2713 players June 10-12, 2012

4,465

/2

23%23%

Fan Posts

-­‐1

OtherOther

Source: Volvo Ocean Race survey of 2713 players June 10-12, 2012

200

4,349

11

ViaVolvo the Volvo Ocean website Via the Ocean RaceRace website

10%10%

Other Other

300

Admin Posts

3/

Wall Posts

53%

29%

2,000 1,800 1,600 1,400 1,200 1,000 800 600 400 200 0

500

and advertisement around MediaMedia and advertisement around VolvoVolvo Ocean 2011-2012 Ocean RaceRace 2011-2012

Primary Primary educa4on educa4on

Fan Comments

/6

a family member, or co-worker FromFrom a family member, friendfriend or co-worker

40%40%

Professional educa4on Professional educa4on 53%

Admin Wall Posts

600

11

Fan Wall Posts

I played last edition I played last edition 24%24%

University degree degree University

29%

Engagement Details

3% 3%

15%

Facebook: Engagement details

Facebook: Fan Page activity over time

10 10 /9/1 /1 1 10 6/1 -10 /2 1- /15 3 1 10 /11 0/2 /11 /3 -1 2 11 0/1 0/2 /11 9 11 /6/1 1-1 /1 /1 1 1/ 1 11 3/1 -11 5/1 /2 1- /12 1 0 1 11 /11 1/1 /11 /2 -1 9 12 7/1 1/2 /11 12 /4/1 1-1 6/1 /1 1 2/ 1 12 1/1 -12 3/1 /1 1- /10 1 12 8/1 12 /1 /2 1- /17 1 5/ 12 /1 11 /2 1 1/ -12 4/1 1 / 1 1/ /12 31/ 8 1 1/ /12 -1/7 1 15 -1 /1 1/ /12 /14 2 22 -1 /1 / / 2 1/ 12- 21/ 29 1/ 12 2/ /12 28/ 5 1 2/ /12 -2/4 2 12 -2 /1 2/ /12 /11 2 19 -2 /1 / / 2 2/ 12- 18/ 26 2/ 12 3/ /12 25/ 4 1 3/ /12 -3/3 2 11 -3 /1 3/ /12 /10 2 18 -3 /1 3/ /12 /17 2 25 -3 /1 /1 /2 2 4/ 2-3 4/1 1 / 2 4/ /12 31/ 8 1 4/ /12 -4/7 2 15 -4 /1 4/ /12 /14 2 22 -4 /1 / / 2 4/ 12- 21/ 29 4/ 12 5/ /12 28/ 6 1 5/ /12 -5/5 2 13 -5 /1 5/ /12 /12 2 20 -5 /1 / / 2 5/ 12- 19 27 5/ /12 / 2 6 12 6/1 6/ /3/1 -6/2 2 10 2 /1 6/ /12 -6/9 2 17 -6 / 6/ /12 /16 12 24 -6 /1 /1 /2 2 7/ 2-6 3/1 1/ /3 2 12 0/ -7 12 /7 /1 2

15%

3%

Facebook

10

What is your evel level of educa2on VolvoOceanRaceGame.com education What is ylour o–f players’ educa2on 3%

Additional data

Fan Comments

Additional data

4,000,000

Average Daily Page Views

Source: Géovoile November 5, 2011-July 8, 2012 Size of the bubble relates to the total amount of visits to the Race Tracker during each leg. Consider that Leg 8 & 9 were both legs of short duration but daily averages increased considerably.

Source: Simply Measured October 10, 2011-July 20, 2012

TV News: Cumulative Audience

1,500,000,000

Race Tracker - Average Daily Page Views 1,400,000

2,216,984

2,000,000 1,789,516 1,498,254 1,233,143 843,756

234,276

0

Leg 1

Leg 2

258,907

Leg 3

339,409

279,305

Leg 4

Leg 5

226,899

Leg 6

220,915

196,869

Leg 7

Leg 8

281,627

800,000

Leg 9

535.9% growth

400,000

0

224,562

Cammas Groupama

PUMA Ocean Racing

Likes/Comments/Shares

Oman Sail

10,000 5,000

11 -1 0/

16%

3/ 11

14%

15 /1 1 -1 0/ 11 29 /6 /1 /1 1 111 11 / /2 12 0/ /1 11 1 -1 1/ 12 26 /4 /1 /1 1 112 12 /1 /1 0/ 8/ 11 11 -1 2/ 24 1/ /1 1/ 1 12 -1 1/ /7 15 /1 /1 2 21/ 21 1/ /1 29 2 /1 22/ 2/ 4/ 12 12 /1 22/ 18 2/ /1 26 2 /1 23/ 3/ 3/ 11 12 /1 23 /1 3/ 7/ 25 12 /1 23/ 31 4/ /1 8/ 2 12 -4 /1 4/ 4/ 22 12 /1 24/ 28 5/ /1 6/ 2 12 -5 /1 5/ 2/ 20 12 /1 25/ 26 6/ /1 3/ 2 12 -6 6/ /9 17 /1 /1 2 26/ 23 7/ /1 1/ 2 12 -7 /7 /1 2

0

8% 10% 12% Engagement

10 /2

6%

Engagement equals number of page fans divided by “people talking about this” as of July 20, 2012.

Size of the bubble relates to the amount of fans of each property.

Source: Source: Simply Measured October 10, 2011-July 20, 2012

128

73

Shares per Post

15

Clicks per Post

16

Source: Simply Measured October 10, 2011-July 20, 2012

Facebook: impressions and page views

Page Views

Shares on Admin Posts

15,000

/9 /

4% 20%

Likes per Post

-

Likes on Admin Posts

20,000

10

2% 18%

5

Facebook: Engagement on admin posts

Impressions & Page Views

25,000

Oracle Team USA

0

Comments per Post

Source: Simply Measured October 10, 2011-July 20, 2012

30,000

Maxi Banque Populaire

60,000

20,000

Comments on Admin Posts

50,000

1,500,000

40,000

Admin Wall Posts

200,000

America’s Cup

80,000

500,000

0

ENGAGEMENT ON OUTBOUND MARKETING

Volvo Ocean Race

Abu Dhabi Ocean Racing

100,000

2,000,000

Facebook: Engagement on outbound marketing

250,000

150,000

2,500,000

1,000,000

200,000

Facebook: Benchmark against other sailing properties

120,000

600,000

Source: Géovoile November 5, 2011-July 8, 2012

Source: Géovoile November 5, 2011-July 8, 2012

100,000

869,384,590

300,000,000

1,000,000

0

Number of fans

1,427,965

Averages Per Post

Total Reach

3,000,000

Source: Simply Measured October 10, 2011-July 20, 2012

200 180 160 140 120 100 80 60 40 20 0

Total Impressions

25,000,000

60,000

20,000,000

50,000

15,000,000

40,000 30,000

10,000,000 5,000,000 0

20,000 10,000 0

Engagement on Admin Posts Comments on Admin Posts

22,772

Likes on Admin Posts

318,908

Shares on Admin Posts

67,010

Clicks (bit.ly)

69,726

10 /9 10 /11 /2 -10 3 11 /11 /1 /6 -1 11 /11 0/ /2 -11 12 0/1 /1 /4 1-1 12 /11 1/ /1 -12 8 / 1/ /11 1 1/ -1 1/ 12- 2/ 1 15 / / 7 1/ 12- /1 29 1/ 2/ /12 21 12 -2 / / 2/ 12- 4/ 26 2/ 1 3/ /12 8 11 -3 / 3/ /12 3/ 25 -3 /1 / 4/ 12- 7 8/ 3/ 4/ 12- 31 22 4/ 1 / 5/ 12- 4/ 6/ 4/ 5/ 12- 28 20 5/ 1 / 6/ 12- 2/ 3/ 5/ 6/ 12- 26 17 6/ 9 / 7/ 12- /1 1/ 6/ 12 23 -7 /7 /1

725,311

1,283,438,532

600,000,000

Total Impressions

1,000,000

2011-2012

1,200,000

Admin Posts

1,477,222

Engaged Users

2008-2009

/9 10 /11 /2 -10 3 / 11 /11 15/ /6 -1 1 0 11 /11 /2 /2 -11 9/ 0 / 12 /11 12 /4 -1 /1 1 / 12 11 /2 /1 -12 6/ 8/ / 1 10 1/ 1-1 /1 1 2 1/ /12 /2 15 -1 4/ /1 /7 1/ 2-1 /12 29 /2 2/ /1 1/1 12 2-2 2 /1 /4 2/ 2-2 /12 26 /1 3/ /1 8/1 2 11 2 / -3 3/ 12- /3/1 25 3/ 2 /1 17 2 /1 4/ 8/ 3/3 2 1 1 4/ 22 2-4 /12 /1 /14 5/ 2-4 /12 6 /2 5/ /12 8/1 20 -5 2 /1 /12 2/ 6/ 5/ 12 3/ 26 6/ 1 17 2-6 /12 /1 / 2 9/ 7/ -6/ 12 1/ 23 12 /1 -7 2 /7 /1 2

3,001,009

Average Daily Page Views

3,000,000

900,000,000

1,600,000

2011-2012

10

3,928,305

2011 - 2012 2008 - 2009 Race Average Last Race Average

Facebook: Averages per post

TOTAL REACH & ENGAGED USERS

2008-2009

Total Reach

1,200,000,000

4,000,000

Facebook: Total Reach and engaged users

Volvo Ocean Race Tracker – Average Daily Views

Engaged Users

Race Tracker – Average Daily Page Views

Source: Simply Measured October 10, 2011-July 20, 2012

Source: Simply Measured October 10, 2011-July 20, 2012

Source: Simply Measured October 10, 2011-July 20, 2012

129

Additional data

Facebook / YouTube / Livestream

Facebook: engagement by post (averages)

Additional data

Livestream / Volvo Ocean Race Experience

Livestream: by leg & Stopover

YouTube: Top 5 Sharing Services

livestream: leg start unique live viewers

YouTube - Top 5 Sharing Services Engagement by Post Type (Averages) Shares/Post

100

60 40

25 7

2

-

20

Status

Link

ВКонтакте

5

5

4

2

0

Photo

Video

140,000

1,000,000

120,000

800,000

100,000

600,000

80,000 60,000

400,000

40,000

200,000

20,000

Google+

0 Pre Race + Alicante

Leg 1 + Cape Town

Leg 2 + Abu Dhabi

Leg 3 + Sanya

Leg 4 + Auckland

Leg 5 + Itajaí

Leg 6 + Miami

Leg 7 + Lisbon

Leg 8 + Lorient

0

Leg 9 + Galway

Leg 1 start

0 Source: Simply Measured October 10, 2011-July 20, 2012

2,000

4,000

6,000

8,000

Leg 2 Start Leg 3 Start Leg 4 Start Leg 5 Start Leg 6 Start Leg 7 Start Leg 8 Start Leg 9 Start

10,000 12,000 14,000 16,000 Source: Livestream October 29, 2011-July 20, 2012

Source: YouTube Analytics October 10, 2011-July 20 2012

Source: Livestream October 29, 2011-July 20, 2012

Livestream: in-port race unique live viewers

YouTube: Views Evolution

Total Footfall & Volvo Ocean Race Experience footfall

YouTube - Views Evolution

Total Footfall

Livestream -­‐ In Port Race Unique Live Viewers

180,000

700,000

60,000

120,754

118,130

120,000

98,458

600,000

160,000

VORE Footfall

800,882

800,000

200,000

100,000

Cape Town

Sanya

Auckland

Itajai

Miami

Lisbon

Lorient

Galway

100,000 0

20,000 0 Oct-11

Nov-11

Dec-11

Jan-12

Jan-12

Feb-12

Mar-12

Apr-12

May-12

Jun-12

Source: Livestream October 29, 2011-July 20, 2012

YouTube: Views Evolution

Auckland

552,047

8 Itajaí

,77 22 Miami

Lisbon

20,000

Lorient

Galway

0

Source: Volvo Ocean Race Total footfall figure for Alicante is a gross figure that includes same-day repeat visits and people connected with the event. The estimated number of net visits is around 294,000. Total footfall figure for Galway includes attendance at the ‘Global Village’ adjacent to the Race Village.

Jul-12

Source: YouTube Analytics October 10, 2011-July 20 2012

Alicante Cape Town Abu Dhabi Sanya

40,000

230,000

Alicante

40,000

43,749 202,490

40,079

200,000

80,000

60,000

55,515

25,823

0

61,143

300,000

20,000 10,000

60,000

74,183

66,235

400,000

282,000

80,000

500,000

276,651

100,000

40,000 30,000

273,747

120,000

124,271

Unique viewers Uninque Viweres

140,000

Total Footfall

50,000

124,604

20

Blogger

32

160,000

1,200,000

Unique Viewers Uninque Viweres

Twitter

76

80

Livestream -­‐ Leg Start Unique Live Viewers

Livestream - by Leg + Stopover

Facebook 104

Volvo Ocean Race Experience: cumulative & individual footfall VORE Cumulative & Individual Footfall 800,000

VORE Cumulative Footfall

700,000

Unique viewers 250,000 200,000 150,000

VORE Cumulative Footfall

80,000

500,000 400,000 300,000

120,754

Dec-11

Jan-12

Feb-12

Mar-12

Apr-12

May-12

Jun-12

Jul-12

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i ha b D Ab

Le

g

2

+

+

C

+

ap

u

e

Al

ic

To

an

w

te

n

Total Unique Visitors (Live + On Demand) Overall Total Streams (Live + On Demand)

1

0 Cape Town Abu Dhabi Cape Town Abu Dhabi

Sanya

!Auckland

Itajai

Miami

Lisbon

Lorient

Galway

Volvo Ocean Race Experience: Average Daily Visitors & VORE Average DAily Visitors by Attraction

YouTube: Subscribers Added per Period

0

Source: YouTube Analytics October 10, 2011-July 20 2012

20,000

2,000,000

4,000,000

Source: YouTube Analytics October 10, 2011-July 20 2012

6,000,000

8,000,000

3,000

8,000

3D Cinema

The Ride

The Grinder

Airballs

The Dome

Jumping Castle

Volvo Trucks

VORE Average Daily Visitors

2,500

7,000 6,000

2,000

5,000

1,500

4,000 3,000

1,000

2,000 500 1,000 0 Alicante

Cape Town

Abu Dhabi

Sanya

Auckland

Itajaí

Miami

Lisbon

Lorient

Galway

Volvo Ocean Race Experience Average Daily Visitors

Livestream: visitors & streams

4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0

g

43,749

22,778

Source: Volvo Ocean Race

Volvo Ocean Race Experience Average Daily Visitors by Attraction

Nov-11

youtube: subscribers added per period

Le

40,000

66,235

55,515

40,079

!Alicante

Source: YouTube Analytics October 10, 2011-July 20 2012

Ra ce

74,183

61,143

0

0 Oct-11

e

60,000

118,130

98,458

100,000

50,000

Pr

100,000

600,000

200,000

100,000

130

120,000

VORE Footfall

Views

300,000

VORE Footfall by Stopover

350,000

0

Source: Volvo Ocean Race

131

Appendix

Comments/Post

Volvo Ocean Race Experience Footfall

Likes/Post 120

Additional data

Race Statistics

Additional data Max WAVE HEIGHT

max True Wind Speed

66

Max

Groupama

CAMPER

Puma

Telefonica

Abu Dhabi

Team Sanya

62

Max

Groupama

CAMPER

Puma

Telefonica

Abu Dhabi

16.3

40

Team Sanya

15.0

35

58

13.8 30

54

IN-­‐PORT RACES SERIES -­‐ RANKING IN-­‐PORT RACES SERIES -­‐ POINTS

44

44

42

40 4

11.0

Team Sanya

3

20

9.8

0

9.7

9.4

38

Puma

Abu Dhabi

Abu Dhabi

25

Metres

44

CAMPER

Telefonica

2

Team Sanya

46

Groupama

1

Telefonica

13.0

50

50 Knots

1st Puma 2nd CAMPER 3rd Groupama 4th Abu Dhabi Groupama 5th Telefónica CAMPER 6th Sanya Puma

45

17.0

in-port race serieS: ranking

In-Port Race series - points

70

70

Race Statistics

9.6

4

15

9.0 8.2

33

34

30

30

10

7.3

7.0

7.0

5 5

26 5.0

22

Leg 1

Leg 2 L

eg 3

Leg 4

Leg 5

Leg 6

Leg 7

Leg 8

Leg 1

Leg 9

Leg 2

Leg 3

Leg 4

Leg 5

Leg 6

Leg 7

Leg 8

0 In-Port Race, Alicante

Leg 9

Source: Recorded at Race Control through race blackbox telemetry

Source: Recorded at Race Control through race blackbox telemetry

In-Port Race, Cape Town

In-Port Race, Abu In-Port Race, Sanya Dhabi

In-Port Race, Auckland

In-Port Race, Itajai In-Port Race, Miami

In-Port Race, Lisbon

In-Port Race, Lorient

2.0

4.0

6.0

8.0

10.0

12.0

14.0

16.0

In-Port Race, Cape Town

In-Port Race, Abu In-Port Race, Sanya Dhabi

In-Port Race, Auckland

In-Port Race, Itajai In-Port Race, Miami

In-Port Race, Lisbon

In-Port Race, Lorient

In-Port Race, Galway

In-Port Race series - points

IWC SCHAFFHAUSEN 24-­‐HOUR RUN -­‐ BEST RUN PER LEG (AVERAGE SPEED IN KNOTS)

0.0

6 In-Port Race, Alicante

Source: Recorded at Race Control through race blackbox telemetry

Source: Recorded at Race Control through race blackbox telemetry

POINTS OVERALL WITH AND WITHOUT IN-PORT RACES Groupama CAMPER PUMA

In-Port Race, Galway

18.0

20.0

22.0

Leg 1, Alicante-Cape Town

24.0

250

23.0

Groupama Groupama w/o In-Port Races 200

Leg 2, Cape Town-Abu Dhabi

19.9

CAMPER CAMPER w/o In-Port Races Puma

Leg 3, Abu Dhabi-Sanya

Puma w/o In-Port Races

14.9

150

Telefonica Telefonica w/o In-Port Races

Leg 4, Sanya-Auckland

Abu Dhabi

22.0

Abu Dhabi w/o In-Port Races 100

Leg 5, Auckland-Itajai

Team Sanya

22.0

Leg 6, Itajai-Miami

21.3

50

Leg 7, Miami-Lisbon

Appendix

22.4 0

Leg 8, Lisbon-Lorient

23.6

Leg 9, Lorient-Galway

16.3

Source: Recorded at Race Control through race blackbox telemetry

Source: Recorded at Race Control through race blackbox telemetry

Ranking overall

Results: Off-Shore legs only

Puma

Abu Dhabi

Team Sanya

40

1

38

ay alw

32

29

,G

nt

alw ay -G nt

ie

6

or t In

5 Leg 1, Alicante-Cape Leg 2, Cape Town- Leg 3, Abu DhabiTown Abu Dhabi Sanya

Leg 4, SanyaAuckland

Leg 5, AucklandItajai

Leg 6, Itajai-Miami Leg 7, Miami-Lisbon Leg 8, Lisbon-Lorient

Le

Source: Recorded at Race Control through race blackbox telemetry

Leg 2

Leg 4

Leg 3

Leg 5

Leg 6

Leg 7

Leg 8

Results: placing

Source: Recorded at Race Control through race blackbox telemetry

Best 24 hour run 570 Puma Team Sanya

In-Port Race, Alicante

In-Port Race, Cape Town

In-Port Race, Abu Dhabi

In-Port Race, Sanya

In-Port Race, Auckland

In-Port Race, Itajai

In-Port Race, Miami

In-Port Race, Lisbon

In-Port Race, Lorient

In-Port Race, Galway

Leg 9

Source: Recorded at Race Control through race blackbox telemetry

Abu Dhabi

Leg 9, LorientGalway

6

Leg 1

CAMPER

Team Sanya

4

20

Telefonica

Puma

Abu Dhabi

3

5

22

Groupama

CAMPER

Telefonica

2

18

RESULTS -­‐ PLACING

Groupama

3

-P

9, Le

In

Le

Ra ce

nt

ie

ie

Lo r e,

Lo r

on -L or

Ra c

Lis b

or t -P

8, g

g

bo n

on

7,

or t In

Le

-P

g

Lis

i-L isb

,

iam M

Ra ce

iam i

iam i ,M

ja i-M Ita

Ra ce

-P

Le

In

Le

In

or t

i

aja i

aja

g

-P

Au

or t

ck

Ra ce

lan d

-It

, It

kla Au c e,

Ra c

5, g

or t

4,

-P

6,

nd

nd

ny a

kla

Sa e,

Au c

Ra c

ny aSa

or t Le g

In

i ha b D

i-S ha b D u

Ab

-P In

3,

or t -P In

RESULTS -­‐ IN-­‐PORT RACES ONLY

24

g

2,

an ya

D ha bi

bu ,A Ra ce

To w ap e

C

In -P or

Le g

n

w n To

To w

e

ap e

C ap

C e-

e, tR

ac

nt

nAb u

an te Ali c e, Ra c or t -P

Ali ca

In

Team Sanya

2

26

1,

Puma

Abu Dhabi

4

6

g

CAMPER

Telefonica

28

5

Le

Groupama

1

30

Knots

4

31

32

31

32

34 3

Results: in-port races only

1

36

2

RESULTS -­‐ LEGS ONLY

35

CAMPER

Telefonica

40

Groupama CAMPER PUMA Telefónica Abu Dhabi Team Sanya

42

Groupama

39

RANKING OVERALL

42

MAX BOAT SPEED through water (Knots)

Source: Recorded at Race Control through race blackbox telemetry

Race Village, Itajaí

BEST 24 HOUR RUN

540

1

510 2

480 3

450 4

420 Groupama

5

390

6

360

CAMPER

132

ay alw

ac e

Team Sanya

In

-P

or

tR

rie nt Lo 9,

g Le

,G

-G alw

ay

nt Lo

rie Lo n-

ac e,

bo In

-P

or

tR

Lis 8, g

rie

nt

n bo Lis Le

M

tR In

-P

or

7, g Le

ac e,

iam i-L

isb

iam M

on

i

i e,

ja i-M Ita In

-P

or

6, g Le

tR ac

Ita

nd -

ac e,

ck la

tR or In -P

iam

i ja

i Ita ja

nd kla Au c

ac e,

Au 5, g

Le

tR or

4, g Le

In -P

or

Sa ny

tR

a-

ac e

Au c

,S

kla

an

nd

ya

ny a biha

D

-P In

ac e,

Ab u

tR or

3, g Le

In -P

Sa

bi

D

D ha

Ab u

bu nA w To

e C ap

ha bi

n w To e

To ap e

C ap

-C

ac e, tR or

In -P

2,

Abu Dhabi

300

Leg

Source: Recorded at Race Control through race blackbox telemetry

Telefonica

330

Le g

Ali c 1, Le g

In

-P o

rt

an te

Ra c

e, A

lic

an t

w n

e

Puma

ape

nte-C

lica

1, A

n

Tow

Leg

ape

2, C

i

hab

bu D

n-A

Tow

Leg

nya

i-Sa

hab

bu D

3, A

Leg

nd

ckla

-Au

anya

4, S

Leg

i

-Itaja

and

uckl

5, A

Leg

mi

Mia

ajai-

6, It

Leg

bon

i-Lis

iam

7, M

Leg

t

rien

n-Lo

isbo

8, L

Leg

ay

alw

nt-G

orie

9, L

Source: Recorded at Race Control through race blackbox telemetry

133

Photo credits Marc Bow Nick Dana Diego Fructuoso Hamish Hooper Lagossports Ian Roman Amory Ross Yann Riou Ainhoa Sánchez Andrés Soriano Tim Stonton Paul Todd all images copyright Volvo Ocean Race

The Volvo Ocean Race fleet during Pro-Am, Lorient, France

Race Partners

Race Sponsors

Race Suppliers

Supported Organisations

Head office: Volvo Ocean Race S.L.U. Muelle no 10 de Alicante Puerto de Alicante 03001 Alicante Spain For further information please contact: The Commercial Team at Volvo Ocean Race Email. commercial@volvooceanrace.com Tel. +34 966 011 100