First global sponsorship for Heineken
hters compete in
itbread Race
Heineken Trophy
31
The world's biggest, most prestigious and most
global yachting event, the Whitbread Round the
World Race, now has a new co-sponsor: Heineken.
With effect from the next race (1993) the winners
of each leg will be presented with the Heineken
Trophy.
Over a period of nine months
the yachts in the race sail all
the way round the globe. On
their journey the crews and yachts
have to face up to highly testing con
ditions. Periods of blazing heat, alter
nated by icy cold and violent storms.
According to global brand manager
for Heineken Chris Vuyk, the
Heineken Trophy symbolises the ulti
mate achievement that is needed to
become leg winner.
The Whitbread Round the World
Race is one of the few truly global
events. For Heineken, which is striv
ing more and more to achieve a clear,
consistent image throughout the
world, the sponsorship therefore
offers tremendous opportunities.
At the moment a lot of work is
being done on preparing a pro
gramme of activities to derive maxi
mum benefit from this sponsorship.
The next race starts in 1995. Until that
time Heineken Corporate will be
developing commercial activities in
cooperation with operating compa
nies as well as agents and distributors.
According to Chris Vuyk, Heineken
can tie-in with this sponsorship in all
sorts of areas. 'It offers all of us the
chance of being better represented
with our products in, say, yachting
marinas.' Operating companies and
agents can develop promotional
T II E 0 It L I) O F HEINEKEN
