Newport Bermuda Race 2022 SPONSORSHIP GUIDE Daniel Forster BERMU RT DA O R P A W C E E N

2022 RACE DESCRIPTION AND HISTORY

e invite you to join are often referred to as the Triple in 1906 by Thomas Fleming Day, who us for the Newport Crown of yacht racing. believed that well-prepared amateur Bermuda Race, the By Friday, each yacht will be out seamen could compete effectively 635-mile offshore, of sight of land and self-sufficient and safely offshore. Until then, it sailingW yacht race from Newport, RI for three to four days. Crossing the was believed that only professional- to the tropical island of Bermuda. It’s treacherous Gulf Stream the next day ly crewed yachts should be making the oldest regularly-sailed, ocean race will test both sailors and yachts, but ocean passages. To date, more than in the world. once through, the tropical weather 5,000 yachts sailed by more than The race is organized by Royal pattern prevails until the finish, off St. 50,000 sailors have competed in Bermuda Yacht Club (RBYC) and David’s Lighthouse. this iconic ocean race proving that Cruising Club of America (CCA), a Weather, tactics, seamanship, and an adventurous spirit, matched with partnership of more than 90 years. teamwork are all factors in navigating passion and preparation, is a winning Race management is led by the this Thrash to the Onion Patch, which combination. Daniel Forster Bermuda Race Organizing Committee attracts leading yachtsmen from the (BROC), who provide safe and fair far corners of the sailing community, competition for this iconic, blue-water including amateur, and professional event. sailors. Winning prestigious awards On Friday June 17, 2022, approxi- such as the St. David’s Lighthouse mately 200 yachts with 2,000 sailors Trophy and Gibbs Hill Lighthouse are expected to compete in the 52nd Trophy is the goal of every partici- running of the Bermuda Race, that pant. plus Fastnet and Sydney Hobart Races The Bermuda Race was founded

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2022 WHY SPONSOR YACHT RACING? Nic Douglass he men and women who com- yachts traveling at unprecedented high to check on their team. They also travel to pete in yacht racing have the speeds. Bermuda to greet incoming yachts at the RACE drive and the economic means Sailing at the highest competitive level yacht club docks. The competitive spirit CHARACTERISTICS to participate at the highest requires skill and financial resources to is alive and well, both on the race course INCLUDE: T n Competition and Performance level of offshore sailing. Many are return be effective. The competitive forces that and on the home front. n Technology and Innovation veterans of this iconic race as the biennial many sailors possess are also evident in Sponsors can align their brand with n Self-reliance and Teamwork schedule brings them back time and time their professional lives. Driven to succeed various aspects of this event, which is n Safety and Risk Taking again. Sailing has grown in popularity is a common thread in the Boardroom much more than just a four-day ocean n Environmental Impact and this race draws from many harbors and at the Starting Line. There’s no prize race. As an invitational race, every skip- n Above all – Sportsmanship on the East Coast, as well as national and money for the winners, just the satisfac- per and crew must demonstrate their international ports. tion of beating the elements and their competence and skill to qualify and be FOUR DIVISIONS Yacht racing primarily used to be a peers, as recorded on a trophy. A win in accepted to participate. This takes sig- n St. David’s Lighthouse Division The largest class with highly moti- blue-blazer, yacht club activity reserved Bermuda will last a lifetime for those nificant time and financial resources. The vated race/cruiser yachts, sailed by for a small group of individuals. That’s no who have been so fortunate. race registration opens up a year before family and friends longer the case. Recent events captured Not only are the participants engaged the start as crews plan their training and n Gibb’s Hill Lighthouse Division the public’s attention with round-the- in the race, the ‘friends and family’ halo outfitting 12 – 18 months before the June All-out race machine with profes- world venues, such as the Vendee Globe, effect is tremendous.If there are 2,000 start. This extended timeline provides an sional sailors as the backbone of and The Ocean Race (previously the men and women in the race every other excellent opportunity to communicate many yachts n Volvo Ocean Race and the Whitbread June, there will be an additional 5,000+ sponsor messages to the entire race Finisterre Cruiser Division While speed is paramount these Round the World Ocean Race). individuals following the race via the community before the event, as well as yachts are blue-water tested, but Investments in technology and market- Race Tracker during the entire race or in during and after. not stripped- out racing machines ing have yielded greater public interest person in Newport or Bermuda. n Double-Handed Division and online engagement. The world tuned Friends and family set up ‘watch sys- A real test of man (woman) and in to the 2021 America’s Cup with foiling tems’ at home, to get up during the night machine as there are only 2 crew onboard sailing, 24 hours a day for typically 4 days 3 BERMU RT DA O R P A W C E E N

2022 PARTNER WITH THE NEWPORT BERMUDA RACE

o align with one of the three great interna- cess, including race itself. The St. David’s Lighthouse months before the start. tional ocean races is to align with prestige, division attracts the majority of the competitors and Past surveys indicate that the average yacht excellence, and accomplishment. The New- according to esteemed author and yachting lumi- will spend approximately $34,000 to compete Tport Bermuda Race is the oldest and most nary, Gary Jobson, “It is the most coveted trophy in in the race. This includes housing in Newport and prestigious race in North America. Held in Newport ocean distance racing.” In 2018 (2020 was cancelled Bermuda and airfare. Typically a delivery crew will every other even year in June, this race attracts both due to the pandemic) 31% of the sailors competed in bring the boats back amateurs and professionals from around the world. the race for the first time. Often sailors will share how after the race. To be GULF STREAM SOCIETY It’s a ‘Bucket List’ event for many sailors, who often many Bermuda Races they have done as a badge of competitive, new sails, # of Bermuda Races # of Sailors 15 or more 20 come back every other year. honor. The race recognizes those who have com- electronics and rigging 10 - 14 52 The skipper, navigator, and watch captains must pleted five or more races with recognition in theGulf are often purchased, 6 – 9 115 meet specific requirements to gain entry as this is an Stream Society. further demonstrating 5 56 invitation-only event. Pre-race training includes Safety Not only does the actual Gulf Stream test each an owner’s desire and Total 252 at Sea, First Aid, practical lifesaving drills. Challeng- crew, preparing for this event also requires the commitment to win. ing in-the-water training to board life rafts with full desire, the skill, stamina, and the financial resourc- Crew dinners and crew gear are often a perk but foul-weather gear is all part of the preparation and es. There is no prize money, just the satisfaction of amateurs are volunteers and are unpaid partic- precision planning that takes months. Sponsors are competing, completing, and the goal of winning. ipants. Partnership offers the opportunity of a offered the opportunity to communicate with the The race organizers inspect every yacht and verify lifetime for sponsors to join the competitors in the Bermuda Race community during the entire pro- all crew credentials in a rigorous process that starts adventure that is the Newport Bermuda Race.

Dave Cleaveland/Maine Imaging Cleaveland/Maine Dave 4 BERMU RT DA O R P A W C E E N

2022 SAILORS’ PROFILE

RACE COMPETITOR PROFILE PARTICIPATION Median Household Income $244,100 BY REGION Average Net Worth $1,607,100 Average Age 56 12% International Male / Female participation 95% / 5% 4% West Coast College Educated 95% 2% Midwest Owns a Boat 90% Years on the Water 25+ 57% Northeast 25% Mid-Atlantic

Expected # of Yachts in 2022 Bermuda Race 200 Estimated ‘First Time’ entries 40 Estimated Owners 200 Estimated Crew 1,800 Estimated ‘Friends & Family 4,500 Known Bermuda Race footprint 6,500 NUMBER OF BOATS BY REGION

AVERAGE COST TO RACE 1 Caribbean (Minimum Example) 1 Russia 1 South Africa Newport Expenditures $28,071 12 2 Midwest Europe 3 Bermuda Dockage, provisions, crew dinner, hotel 4 Canada 17 West Coast Bermuda Expenditures $6,093 Southern 5 114 Dockage, crew dinner, hotel, cars, airfare 32 Northeast Mid-Atlantic Sub Total $34,164

First Time Investment $29,362 New sails, electronics, rigging, safety gear Denise Bienvue Total $63,526

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2022 RACE AUDIENCE 2021-‘22

onnect with the Newport Bermuda Race community for more than a year in the lead-up to the June 2022 race start as engagement is growing steadily. Our social media accounts for more than 1 million Cimpressions, and our greatest consistent reach is now through Instagram’s visual spotlight and live-streamed Facebook race coverage. We also communicate regularly with our audience through email marketing— newsletters, press releases, competitor bulletins that reach up 7,000 sailors and race fans. Bermudarace.com is home port for our core audience of 2,000 captains and crews preparing for the race and sees a burst of up to a quarter million page views from race fans during the race. Stories often say more than data, so we invite you to visit our social channels to see what our community is talking about. As event organizers, we’re committed to sharing mutually beneficial content, and through digital media we extend your organization’s reach. Sponsors can access thousands of sailors and fans online for the year leading up to the race by engaging with our participant and fan base. We aim to help sponsors reach the right audience, by aligning you with things that consumers are already Barry Pickthall/PPL passionate about—the sport of sailing, the ocean, technology and adventure.

Facebook 12,833 followers 950,000* impressions Instagram 6,520 followers 200,812** impressions YouTube 235 subscribers 123,000*** views Twitter 1,989 followers 95,000* impressions Website 500,000 page views * 75,000* users (est.) E-News 7,000 fans/sailors 35-55% open rate

*2018 race-cycle data; **2020 race-cycle data; ***lifetime 6 BERMU RT DA O R P A W C E E N

OFFICIAL 2022 SPONSORSHIP SPONSORSHIP OPPORTUNITIES PROVIDES THE BEST AND VALUE VEHICLE TO ENGAGE WITH THE BERMUDA he dramatic start off the their class. Everyone has their eye on RACE CONSTITUENTS Newport, RI coastline is the overall prize: the St. David’s Light- THROUGH: always a sight to behold. No house Trophy. Unlike other sports, like matter the weather, sponsors golf, auto racing or sport fishing, there n Branding T n Relationship building are invited out on the water to get is no cash purse for anyone. The entry n Press and communications

up close to the action. The Newport fees do not cover the cost of this event Barry Pickthall/PPL n Webinars Bermuda Race is a non-profit organi- and this is where the support of our Title Sponsor n Social media and digital marketing zation, run by volunteers from both the sponsors is greatly appreciated. Official Sponsor n Race signage and on-site activations Royal Bermuda Yacht Club - RBYC and Aligning your brand with an af- Race Supporter n Race tracker – logos are linked the Cruising Club of America – CCA. fluent audience who leave comfort and highly visible internationally These dedicated sailors volunteer behind to sail 635 miles in the open during the race months out, the extended relationship n Print advertising in Race Program months before the June start in order ocean, across the treacherous Gulf is significant. n Permission to use “Newport Bermuda to ensure all sailors are properly pre- Stream, is a unique and meaningful Race” during sponsorship term The race organizers view the pared for this arduous ocean voyage association. n Opportunity to distribute product / Official Sponsors as partners in the and every yacht, skipper and crew Sponsorship opportunities can promotional material to all success of this event and are commit- have the qualifications to undertake be customized to maximize your participants ted to collaborating to support and n this adventure. brand message for the entire race Recognition during Bermuda Race promote stakeholders. Gifts in Kind messaging/coverage Skippers make a sizeable investment cycle, not just the week of the race. are also encouraged. These contribu- n Editorial coverage during sponsorship to safely participate and their only With the race registration opening 12 term tions of products or services are fully satisfaction is safely finishing the race months before the start and many n Special spectating platforms in valued in determining the sponsorship and hopefully a winning position in skippers preparing for this race 18 Newport and Bermuda level.

7 BERMU RT DA Please contact the Sponsorship Committee to discuss Bermuda Race Organizing Committee – BROC O R P A W C how we can tailor your partnership with the 2022 [email protected] E E N Newport Bermuda Race to best suit your marketing needs. Will Passano Trixie Wadson Stephen Kempe 2022 Sponsorship Chair Newport Bermuda c. 410-804-8554 c. 401-683-8537 c. 441-336-6070

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