Like cycling, sailing racing sees competitors competing under the colors of brands that sponsor a very high-budget sport, 6 to 7 million on average just for the construction of a monohull. For the tenth edition which sets off this Sunday from Les Sables-d’Olonne (see pages 30-31), the vast majority of the forty starters feature a large company or a family SME on their sails: Macif, Arkéa, La Mie Cuddle, Foussier… The sailing race thus constitutes an advertising showcase, and also makes it possible to unite the teams and employees of a sponsoring company around a long-term project.
In recent years, a new method of financing has been deployed in the race: “mission sponsorship”. Around thirty associations are traditionally defended by the entire fleet this year again, but a handful of boats have entirely worn the colors and emblems of a good cause, a banner usually reserved for “big” sponsors who massively finance the browser project.
A pioneer in the field, Heart Initiatives aims to raise funds for Mécénat Chirurgie Cardiac, an association which offers children with malformations operations to which they do not have access in their country. The boat benefits from the support of three “sponsors-patrons” who choose to remain discreet to highlight the humanitarian association: Vinci Énergies, K-Line, Vendée manufacturer of aluminum joinery, and Chocolats du coeur, a subsidiary of Initiatives, SME from Le Mans which sells turnkey solutions for… fundraising. Franck Vallée, boss of Initiatives, launched this project in 2009 with the navigator Tanguy de Lamotte; ranked sailboats since, the latter handed over to the British Samantha Davies. A few days before departure, the sailor, fourth in the 2008 Vendée Globe, confided in perfect French with a British accent that “defending a cause is an additional motivation, which gives a boost when things don’t go my way… I think of all these courageous children! »
For each new subscriber to the boat’s Facebook account, the sponsors pay 1 euro to the association. The complete care of a child costs 12,000 euros, the association claims 394 children have already been saved thanks to the visibility of the Vendée Globe, and aims to exceed 500 at the end of the 2024 edition. Franck Vallée is delighted that this model inspired others: “We don’t have a monopoly on the heart!” I find that sailing is a great relay for good causes, the history of the Vendée Globe is full of solidarity, emblematic rescues…” For Charlotte Gesly, partnership manager for Mécénat Chirurgie Cardiac, “the solidarity project at the heart of the sports project is boosted by the development of corporate social responsibility (CSR). Our action is simple: in the end, a sick child is cured… We are lucky that this speaks to everyone! » And to have in Sam Davies a fiery ambassador.
The Lazare association has its boat thanks to 27 partners
Different model but same spirit at Wonderbox, one of the boat’s sponsors Lazarusnamed after an association which offers shared accommodation between young professionals and people looking to get off the street. Fabrice Lépine, general manager of the gift box group, advocates the choice of discretion: “Being involved internally goes beyond the desire to display our brand on a sail”. The CEO was converted during his meeting with skipper Tanguy Le Turquais, “very committed, sunny, with impressive energy… And Lazare is a great association! » The 35-year-old sailor, who is competing in his first Vendée Globe, discovered the association through his wife Clarisse Crémer – also at the start, but under the colors of a classic sponsor (L’Occitane en Provence).
The rest after this ad
To complete the budget, 3 million euros over three years, one of the smallest in the fleet, “we built communication together, notably via offbeat online videos which had a lot of audienceexplains Aliénor de Sentenac, communications delegate for Lazare. Tanguy was known in the sailing world, but it was necessary to reach the general public. We walked together like our supportive “roommates”. The hardest part was getting the first sponsor! Today, around thirty partners have joined us in the adventure”. Some of Lazare’s roommates also became passionate about running: “Daniel, one of our “roommates” in Rennes has become an absolute fan of Tanguy! » enthuses Eleanor. For the association, taking the start is already a victory, the promise of a great exhibition… and a hope that patronage will continue. The sporting challenge also remains an objective in a tough competition: no quarter between sailors! With the exception of the duty of solidarity in the event of a problem.
Senegal
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