In 1975 the CYCA was confronted with a financial situation which demanded broad minded strategies to relieve a financial crisis facing the club.

Recognising the value of the Sydney Hobart Yacht Race the club held an EGM in early December of 1975 to seek the approval of members to introduce cash sponsorship as a segment of revenue.

The first sponsors of the CYCA were Trans Australia Airlines (TAA) and City Ford.

Given the Corinthian traditions of the club and Sydney Hobart Yacht Race, founding member Peter Luke resigned his membership in protest.

The outcome of the decision to introduce cash sponsorship to the CYCA provided the much needed revenue injection and saved the club.

The CYCA was somewhat fortunate that it “stumbled” onto the benefits sponsorship can generate to the overall mix of revenue for the club.

At the end of FY 15 sponsorship will account for 17% of all revenues for the club.

Point of distribution – They see the CYCA Membership base as an important group of prospective customers and wish to communicate directly with them as part of their marketing activities.

They have aligned themselves to the sport of sailing as part of a larger national/global marketing strategy and recognise the CYCA as an organisation that can deliver those objectives to a broader market.

They use their sponsorship with the CYCA as a protection strategy to ensure competitors are not communicating directly with an important client base.

Cause related marketing makes up part of their marketing mix and they see the CYCA YSA as a sponsorship property that can help achieve their objective

In order to attract/retain sponsors and generate revenue from sponsorship you need to have a “sponsorship value proposition”

For the CYCA our sponsorship value proposition is;

Sponsorship properties – Yachting Events

Membership base whom sponsors want to communicate with

Youth Sailing Academy – Cause related opportunity

The CYCA puts a value on its yachting events and series

Rolex Sydney Hobart Yacht Race

Land Rover Sydney Gold Coast Yacht Race

Land Rover Winter Series

Mt Gay Rum Monday Night Twilight Series

Club Marine Wednesday Night Twilight Series

Grant Thornton Short Haul and Short Ocean Point score Series

Youth Sailing Academy Properties and Events

Overall naming rights sponsor

10 Elliott 7m training boats

Youth Sailing Academy regatta’s and event

The CYCA membership base consists of 3000 individuals who fall within the A +B Socio Economic Demographic.

The age, occupation, disposable income and place of residence of members is seen by companies as a highly sort after list who have the propensity to purchase the products and services our sponsors sell.

The CYCA recognises the value in cause related sponsorship opportunities.

For many of the current CYCA Youth Sailing Academy sponsors the sole purpose of their investment is to provide opportunity, development and training for youth.

Sponsors seek a return on their investment whether it be tangible (selling the products or services they produce), or intangible (seeing their investment go to provide opportunities to youth such as scholarships, or equipment, travel opportunities for representative teams, top level coaching, or to align their products with what ocean yacht racing portrays – challenge, adventure, teamwork, human endurance and endeavour).

Exclusive access to membership base

Branding exposure

Money can’t buy experiences for them to use as internal or external incentives

Industry exclusivity

Securing a sponsor is not an easy process.

Retaining sponsors is equally challenging as you need to be able to demonstrate the sponsorship value proposition is worth renewing a sponsorship agreement for.

How does the CYCA manage this process

Regular meetings and communication with the sponsor

Ensuring the obligations outlined in the sponsorship agreement are provided

Having a multi level relationship strategy

Being flexible

Understanding what the sponsor wants to achieve

Making sure the sponsor is reminded of the benefits available