Black Book Black Book

ISAF welcomes IFM Sports Marketing Surveys on board

Share |

03 March 2009 | ISAF,SPM

Length of contract: 1 year | Annualised value: US$50,000| Overall value: US$50,000

The International Sailing Federation (ISAF) has recruited sponsorship research company IFM Sports Marketing Surveys as an official partner of the new ISAF Sailing World Cup. IFM Sports Marketing Surveys will undertake extensive research with the eventual goal of securing title sponsorship for the ISAF by 2010.

The annual ISAF Sailing World Cup, new this year, began in December in Melbourne and will consist of meetings in Miami, Palma, Hyeres, Medemblik and Kiel, before concluding in Weymouth in September.

IFM Sports Marketing Surveys, a company formed in April 2008 when IFM acquired a majority stake in Sports Marketing Surveys, has been tasked with providing a full valuation of the title sponsorship of the new competition. The company will carry out a detailed analysis of extensive information from each World Cup event this year, as well as conducting market research among sailing fans before presenting its findings at the end of the year.

ISAF general secretary, Jerome Pels explained: "ISAF is seeking a title sponsor for 2010 onwards and our work with IFM Sports Marketing Surveys will ensure we have all the information to present an accurate proposition to the market."

Sandra Greer, a consultant at IFM Sports Marketing Surveys, is confident of the worth a comprehensive valuation will be to the ISAF. "We have seen an increase in rights holders conducting comprehensive valuations for their properties in the last year and this has proven effective in showing potential sponsors a full audit of contractual benefits and the value attached to them," Greer said.

Although the deal is due to last for just a year, both parties are looking to extend their involvement with each other past 2010. The ISAF did not release any official valuation. However sources close to IFM indicated the deal had a value to the company of up to US$50,000.

More stories