Behind the scenes with EGST ahead of their campaign for the 2008 Maktoum Sailing Trophy.
As the Maktoum Sailing Trophy establishes itself as the premier sailing competition in the UAE, it is attracting increasing corporate interest and a number of professional sailing teams.
One team that contributes to the event's international recognition and glamour is the Eureka Group Sailing Team (EGST).
Whereas most teams are borne out of an owner's desire to race and then struggle to solicit sponsorship, the EGST was born as a promotional vehicle for corporate sponsors.
Purists shouldn't throw their hands up in despair however, with some consideration it becomes clear that such teams have a great deal to contribute, not only to the event, but also the sport.
Essentially a corporate management and consultancy company, the Eureka Group pride themselves in promoting their clients through innovative and creative methods.
When they first raced in the Maktoum Sailing Trophy in 2006 they were testing the water as to how sailing could help build client's brand awareness. The result was over eight million AED worth of free editorial coverage.
In 2007, when the team fielded an all female crew, their special presentation broadcast on CNN around the world contributed toward the 13.5 million AED worth of air time and column inches they received.
Whilst their own sponsors were overjoyed, this also represents serious coverage for the event and ultimately filters down to other teams and their sponsors alike.
This is not the only benefit the Eureka Group Sailing Team brings to the party however; using their expertise in management consultancy the team is highly organised and professionally run.
The launch of EGST's 2008 campaign at a Gala evening at the Meridien Hotel, Mina Seyahi is a case in point. So well orchestrated was the event it was more akin to an America's Cup launch than one for a regional showcase.
The management team handled all media and sponsorship obligations with a joyful level of proficiency as guests were left to enjoy a champagne reception and buffet prepared by a top class Italian chef.
After short speeches by Francesco Rocco, Director of the Eureka Group, Ian Simm, President of Cougar Holdings and H.E. Signor Paolo Dionisi, the Italian Ambassador to the UAE, the boats were dramatically unveiled.
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