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IMOCA and Sir Keith Mills

Open 60 class signs agreement with new sports management company

Thursday October 18th 2012, Author: Leslie Greenhalgh, Location: France

IMOCA has signed a collaborative agreement with Open Sports Management (OSM), a newly established commercial rights & event management consultancy, with the aim of optimising the profile and the commercial potential of IMOCA, one of the world’s leading ocean racing classes.

The multi-year contract will see OSM develop and implement a new marketing and commercial strategy, capitalising on the strength of the IMOCA class programme, and ensuring its future commercial success to the benefit of all parties involved.

OSM, a new organisation being set up by Sir Keith Mills, Deputy Chairman of London 2012 Olympic Organising Committee and long-time supporter of IMOCA sailing, has been set-up specifically to promote ocean racing with IMOCA and to manage the commercial interests of the IMOCA class. Following a period of insight gathering and strategic planning, Open Sports Management will publish their commercial plans in early 2013.

IMOCA President, Luc Talbourdet commented: “I am tremendously pleased to announce that an agreement has been reached with Open Sports Management to develop IMOCA’s commercial potential. OSM presents a fantastic opportunity for IMOCA to build on its heritage and position as one of the world’s leading sailing properties. The Executive Committee looks forward to working closely with OSM to ensure the continued success of the class.”

Sir Keith Mills added: “I have been involved with IMOCA and round the world sailing for a number of years, and I am very excited by this opportunity to help develop the class further and take it to a wider audience. This class has an incredibly healthy number of active teams and sponsors and some world class events in their circuit. However, I see a great opportunity to propel the class to a whole new level, benefitting all the parties involved. The OSM team will be working extremely hard over the coming months, together with existing teams, sponsors and events, to develop a robust commercial strategy that I hope will see IMOCA develop into a more sustainable and commercially successful class.”

The IMOCA Executive Committee will retain control of the technical and sports aspects of the class, with all commercial, marketing and communications functions passing to OSM. OSM has committed to retaining the heritage of the class, while looking for new opportunities to grow.


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