New marine sports marketing company formed

Force 10 Marketing to take over Swedish Match Tour

Monday March 22nd 2004, Author: Sean McNeill, Location: United States
Scott MacLeod (above), a former Senior Vice President at Octagon, has left the sports marketing company to launch Force 10 Marketing, his own sports marketing agency.

MacLeod's new venture is an integrated sports marketing company focusing on providing marketing and management services for international events and sponsors.

Force 10's services also include sales and marketing planning for event properties, public relations, and consulting services to companies seeking event marketing expertise.

MacLeod previously co-founded and owned Sail Sports International, which was acquired by Octagon in 1998. He left Octagon last October to create Force 10.

"I had a great experience at Octagon, but I felt it was time to test the entrepreneurial waters again and focus on some of the key projects I've been working on," MacLeod said.

Force 10 Marketing plans to provide management services for international events such as concerts and culture-oriented festivals. Sailing events, however, will be pivotal for the fledgling company.

"Within the group we have tremendous experience in event marketing, with expertise in the sport of sailing," said MacLeod. "We see significant growth opportunities in sailing, primarily in Europe with the America's Cup moving to Valencia, Spain, in 2007."

Force 10 Marketing will join Stockholm-based Swedish Match AB (NASDAQ: SWEMAY) in managing the Swedish Match Tour, sailing's professional global match racing series. The tour encompasses nine events in as many countries and offers a
total prize purse in excess of $1 million.

Force 10 Marketing will be responsible for managing the tour globally, including coordinating new events, sponsors, promotions, media and television production.

Four individuals are joining MacLeod at Force 10 Marketing:

James Pleasance - Managing Director Europe/Sales Director
Pleasance joins Force 10 after several years in the sports marketing industry. He spent the last two years at Octagon, where he served as European Sales Director for the Sailing Division and Swedish Match Tour. He was also involved in procuring commercial sponsors for top athletes including Ellen MacArthur and Chemmy Alcott, Britain's No. 1 skier. Pleasance is a keen sailor, racing Lasers (an Olympic-class single-handed dinghy) and Offshore Racer/Cruisers.

Melissa Duhaime - Vice President of Events
With six years of event management experience in golf and sailing, Duhaime leads Force 10's Event Management team, which specialises in event coordination,
sponsor relations and hospitality. Duhaime formerly worked at Octagon where she was the Event Director for the Acura SORC and Bermuda Gold Cup for four years.

Wendy Hinman - Director of Events
Hinman joins Force 10 with a diverse background that includes working for a hedge fund in New York City and managing various sailing regattas. She has managed the Acura SORC the last two years and a corporate hospitality regatta for Continental Airlines. Hinman attended Boston College where she was a member of the Varsity Sailing Team for four years.

Sean McNeill - Director of Public Relations
A 15-year veteran yachting journalist, McNeill joins Force 10 to head their Public Relations department. McNeill has covered the last three America's Cup matches, working on official event Web sites in 2000 and 2003. He is the former editor of QuokkaSailing.com, a sailing-based website. Previously he worked for eight years at Sailing World magazine.

Force 10 Marketing's office is located in Rowayton, Conn., and there are additional offices in Newport, R.I., and London, England

Main Office:
Force 10 Marketing
151 Rowayton Ave.
Rowayton, Conn. 06853
USA
Phone: 203/838-5230
Fax: 203/855-1571
E-mail: Scott MacLeod: smacleod@f10marketing.com
Melissa Duhaime: mduhaime@f10marketing.com
Wendy Hinman: whinman@f10marketing.com

Newport:
Sean McNeill
15 Earl Ave.
Newport, RI 02840
USA
Phone: 401/846-8812
Fax: 401/846-8812
E-mail: smcneill@f10marketing.com

Europe:
James Pleasance
60 Parsons Green Lane
Fulham
London SW6 4HU
ENGLAND
Phone: 44 (0) 207 751 0394
Fax: 44 (0) 207 731 4204
E-mail: jpleasance@f10marketing.com

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