02/09/2013 – San Francisco (USA,CA) – 34th America’s Cup – Red Bull Youth America’s Cup – Day 2
Backing up grassroots uptake for the sport can be a very interesting option for sponsors, particularly when it comes to their CSR Strategy.
This can either translate into consolidating existing programmes in countries where sailing is already a mature sport such as the US, the UK or France. Alternatively, this can also involve supporting the structures such a national sailing federation, in countries where ocean racing is relatively unknown. Compared to a more traditional team or title sponsor engagement, we are talking about a longer haul endeavour with the reward of creating a generation of world class sailors. For the rest, this type of CSR initiative retains all the good stuff and uniques about sailing, linking up leading edge technologies to respect of the environment and performance.