Finding the club

Club Perdomo made a name for itself on the side of the racing yacht Switchblade. But how did it all come about?

Sports sponsorship, across all sports disciplines, is undoubtedly one of the fastest growing branding strategies implemented by companies and sports personalities in today's advertising world. While often being accused of sticking to long held traditions in other areas, the world of sailing has embraced sponsorship for decades, with boats and competitions branded and re-branded with such names as Pimms, B&Q/Castorama, Cutty Sark, Mumm and Skandia.

As company owners and marketing departments became disenfranchised, disillusioned and disappointed with the results from using traditional forms of media, many have discovered the world of sailing offers a breath of fresh air and now proudly display their brand or company logo over hulls, banners, spinnakers and crew clothing.

And to see the results first hand, they need no more than attend the regatta where their brand, in full display on the main sail, hull and spinnaker, sails by under a full head of wind.

However, for the boat and its crew, taking on a sponsor is not a "free ticket" to the sailing season." The boat still has to perform, to put on a good show and to place highly as often as possible. While the majesty of a great company logo billowing across a giant spinnaker blows away traditional outdoor billboard advertising, at the end of the day, sponsors pay for performance.

Not only do they expect to see a return on their investment - if not in podium position - but also in publicity, on television, on the web, in magazines and by word of mouth. They want their brand well known in the target market and the demographic group their brand appeals to.

To the best of my knowledge, I believe the only racing boat in Dubai that has now kept a sponsor (that is not an owner) for more than two seasons running is the Beneteau First 36.7 Switchblade, owned by DOSC sailors Cameron Price and Will Ramage. When the white-hulled Beneteau first appeared at the Maktoum Sailing Cup last year, emblazoned in black and gold, her crew matching the palette in sleek shiny black tops under the heat of the February sun, they certainly made an impression.

And while the new Club Perdomo brand may not have initially attained the podium results it was looking for, it certainly attained the social spotlight dockside, because it was next to the Beneteau that the key players, local celebrities and well heeled always gathered. So, how does Switchblade continue to please their sponsor without standing on the top step each race?

Catching up with Cameron at his usual place behind Switchblade's wheel after a training sail, sundowner in hand, he revealed the simplicity of the campaign. "We are very lucky not to have a sponsor that is obsessed with podiums," sighed Cameron, "as it is getting increasingly competitive in the local fleet.

The competitive bar has certainly been raised in Dubai since we bought Switchblade. Back then the sleek design was the fastest on the water, but now the age of the design is beginning to show.

First place finishes were always attainable the first two years, but now we have to really fight hard for third. On race day it means we need to up our game and work even harder, as the closeness of the results is very telling. Now you can have just thirty seconds separating second and fifth position. Just one missed tack or slow sail change and you're out of the running!

The matching of the Beneteau with the Club Perdomo brand was a good fit from day one. The Club Perdomo brand is all about living life to its fullest and enjoying the best life has to offer.

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