Freeing the SB3

Attracting a wide spectrum of sailors to the relatively cheap campaign possibilities compared to other one-design routes, it is no surprise the SB3 class at Skandia Cowes Week in the UK produced a 95-boat registration. But that’s all very well in Europe. Why will the boat work well out here and what is there to do?

The brainchild of ART Marine’s passionate sailing department, Russell Burns and Chris Graham decided the best way of igniting the class out here was not to start mediocre, but to aim high and create a worthwhile competition to attract sailors old and new with a competitive campaign package.

Working on the Wayne’s World “If you book them, they will come” philosophy, a bold order was placed for 18 SB3s, and the challenge was then set in determining what kind of competition would suit the potential SB3 owner.

Learning from successful SB3 regattas held the world over, a six-month series was designed, touring to a different GCC venue each month, and tying in with major events that would already be attracting key sailing attention – such as hosting the Muscat round at the projected end to the Dubai-Muscat Race, and the final round and presentation at the Dubai International Boat Show in March.

Creating a tailor-made package that would give each boat the opportunity to be individually sponsored, allowing each SB3 to become a dynamic floating billboard and offsetting the campaign costs for the boat owner, all Russell and Chris needed was an overall event sponsor to help with the logistical costs and provide a corporate face to the competition.

Into the equation stepped Greg Maruszewski from Volvo Middle East: “I had seen that ART Marine was looking for a corporate partner, and when I saw their professional and solid proposal, it all made sense,” he explained. “Sailing is certainly not a foreign sport to Volvo, but we do not simply believe in sponsorship, as in simply giving over a cheque. We want to be involved with the organisation, being at the events and making sure that everything runs smoothly. It’s hard to evaluate an event unless you are part of it.”

Though not a sailor himself, Greg is no stranger to life on the water, having been out in a number of dinghies, PWCs and sailing of a different kind with the Blokart; a three-wheeled cross between a land sailer and a go-kart, built from steel and fibreglass with a single windsurfer-type sail. “We have eight of them in the office and use them for corporate fun days and events. They’re fantastic. You don’t need to know anything about sailing – there’s just one rope and the steering, meaning anyone can learn within a few minutes.”
But returning to water-based sailing, why did Volvo get involved with the SB3? “Sailors worldwide know Volvo through the Volvo Ocean Race, and we wish to continue that brand awareness in the Middle East. Its not just about advertising, its getting involved with a growing sport; a family activity. We are looking at a long-term involvement with the project, getting to know the industry and organisation.

It could even lead to building up a base for a Volvo Ocean Race stopover in the future. Who knows?” As Glenn Bourke, the CEO of the VOR, won the SB3 class at Skandia Cowes Week last month, the announcement of the Volvo-SB3 pairing comes at a good time. But Greg is not intending to enter a team this year: “We did talk about it, but this time we’re going to sit it out and make sure that things go well on the ground. But next season it looks likely we’ll be there.” Drawing on the strict Volvo corporate identity, getting the boat branding to look right was vitally important – achieving the right balance of competition sponsor with that of individual team sponsors.

“We are keeping the boat branding minimal, just the spinnaker and the tour bow sticker. We want people to see Volvo as the competition, not the individual boat. To get the spinnaker right we had three versions made up, and then tried each one out on the water to see which would be the most effective. It was the best way of doing it, though admittedly the ART Marine guys weren’t too impressed at having loads of spinnaker changes one after another!”

So with a launch event planned for 3pm on the 10th September at the newly-opened Dubai Festival City Marina, which will demonstrate six boats milling around, and even holding a short-course race if weather permits; and with a finale at the Dubai International Boat Show, including a presentation at the show on the Saturday night, what is the incentive to get involved? “I believe the SB3 class out here is going to be phenomenal and I want to be a part of it,” exclaimed Jeremy “Grogs” Grogono.

“These are such exciting times,” he continued. “An SB3 is a proper campaign boat, not simply a youth boat, which makes it the ideal next step for kids that have been through the Opis, Lasers and 49ers to get into as their next challenge.” With nine boats already on the water and another nine arriving shortly, Russell is very optimistic about the speed things are coming together.

“The boats are awesome, and we’ve put a ready-made package together so teams can literally turn up and sail.” While the Volvo branding will extend to the bow stickers on each boat, all the other areas are left as a literal blank canvas for teams to either be creative with, or to encourage sponsorship. “Sail branding is a highly visible billboard,” explained Grogs. “It automatically associates the advertiser with a healthy and tactical sport – why do you think so many watch companies are involved worldwide? Sailing is one of the ‘big four’ sports in Dubai, and has great visibility and exposure.”

Currently finalising a sponsorship deal for his own campaign, which in the first instance will be an adult-only boat for racing, though undoubtedly will be brought into play for teaching his young Optimist starlets, Grogs is encouraged by the greater press that sailing sports are receiving from the local media.

“Any industry that doesn’t have its branding on a sail, particularly in a close, picture-friendly competition like the SB3s, is seriously missing out,” he proclaims. “Sailors, especially ones in Dubai, are highly motivated go-getters, mostly employed at executive level in local/international companies. If those are the sorts of people you want to be doing business with, then the first place to catch their attention is on the front of the sail that is ahead of you!”

Flicking through ART Marine’s comprehensive sponsorship package highlights the thought that has been put into formulating the series, and working out how teams and companies can make the most of their participation. Leaving many international regattas to shame in terms of the multitude of different sponsorship and branding spots available, the package also includes spectator and corporate hospitality considerations, drawing on ART Marine’s charter fleet to provide luxury spectator platforms for events.

In addition to outright boat purchase, ART Marine also has the option of corporate team charter available, allowing companies to undertake the competition without the long-term burden of an entire boat – a far easier financial package to put to the accounts department. Whatever the method of entry chosen, ART Marine is offering significant support in all areas of branding, specifying and preparation, to ensure the event goes as smoothly for the competitors as it does the sponsors.