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Land Rover's partnership with the global Extreme Sailing Series was the event that brought Mallory Group Directors, Emily and James together as rights holder and sports sponsor respectively. This was Land Rover's first foray in sailing for nearly 30 years, and their first global sponsorship initiative that was centrally coordinated and delivered on a local market level.
The Extreme Sailing Series was chosen by Land Rover as it reached eight cities around the world, visiting a number of Land Rover’s key markets, providing both a live spectator audience for prospecting as well as providing a platform to interact with a highly engaged sailing audience with whom they could build their brand.
The Extreme Sailing Series provided onboard sailing hospitality experiences for local market customers, dealers and partners encouraging positive engagement with the brand.
Each market engaged spectators with Land Rover Experience test drives and vehicle displays. The event also provided the opportunity to generate media exposure and branded sports content through Land Rover’s partnerships with the BAR Academy and Red Bull Extreme Sailing teams competing in the event.
As the opportunities with sailing became more evident for Land Rover's global markets, requests were made to deliver teams and boats to both regattas and stand-alone events worldwide. One of the toughest challenges came from Land Rover China who wanted to make a splash (excuse the pun) in Shanghai. From organising the logistics to the sponsorship, the communications to the content, the Land Rover Extreme 40 became the very first racing yacht to sail down the Huangpu River in central China.