Yacht & Coast

Broad Reach

The branding fest that is the VOR

January 17, 2015 by robert in Broad Reach, Featured, Sail with 0 Comments

AMSTERDAM _ When did the Volvo Ocean Race become a branding fest? Some 12 years ago, says Bas van der Heide. The graphic designer of Team Brunel (right) in the current VOR says Germany’s Illbruck Challenge won the 2001–02 race but only at the finish line. In scoring “media value,” Sweden’s Assa Abloy outpaced the winner by millions of dollars.

 “From that moment (the VOR) was no longer a sailing race but a media event,” Van der Heide tells Zeilen, the Netherlands’ leading sailing magazine. He designed Sweden’s Assa Abloy, (left). The world’s largest lock maker invested €9 million in that race, but scored €25 million in media exposure.

Van der Heide remembers a call from ABN-AMRO skipper Mike Sanderson (VOR 2006-07). “He demanded that the ABN AMRO logo be removed from the mainsail. He had calculated that without the extra coating he’d get to Cape Town 6 minutes earlier.” Van der Heide said he “tried to tell him media value was more important than gaining a few minutes. ABN AMRO agreed. The logo stayed.”


Leave a reply

Your email address will not be published. Required fields are marked *


Recent Saling & Yachting Activity
  • Superyacht maker Moonen makes comeback
  • VETUS to unveil ambitious product lineup
  • Hybrid system generates savings, quiet and speed
  • Van Oossanen’s Hull Vane in METSTRADE spotlight
  • Xcraft fills high-end niche for RIBs, seats
  • Slaking that thirst for innovation
  • NL rises on global innovation scale
  • Scrapping end-of-lifers is tall order for Europe
Like us on Facebook
Sailing & Yachting Netherlands
Follow us on Twitter