“Thoroughbred yachts and modern luxury cars are each others equals, and there is a direct image link between X-Yachts and BMW-cars”, says Bjarne Petersen, Communications and Marketing Manager of BMW Group Danmark, as the reason for BMW’s large commitment to the 11th X-Yachts Gold Cup as a sponsor and partner.

 

 

“X-Yachts and BMW are both premium products that radiate dynamism, sportiness and elegance and they appeal to a great extend to the same group of customers. So they are a perfect match, creating the best conceivable synergy effect between the event on land and on water”, the Marketing Manager says, explaining why this summer’s competitions are a starting signal for future partnerships on competitions and events in which BMW Group Danmark looks forward to participating.

 

 

During the X-Yachts Gold Cup, BMW has primarily been a visible part of everything that has taken place in Tuborg and Skovshoved Harbours. BMW had a shuttle service with brand new cars between the two harbours and the sailors had a chance to take a closer look at the latest BMW models in the exhibition area.

 

 

The catering for the sailors, the entertainment, the closing gala dinner and the prize giving demonstrated BMW’s involvement in the Cup.

 

 

Yachting is the third, most recent pillar of BMW’s sports marketing strategy. First came motor sport and golf. Although these three sports are very different, they nevertheless all possess a clear, easily recognisable affinity to BMW’s products, values and image.

 

Already in 2002 the debut of the BMW Oracle Racing syndicate went on direct course for the most prestigious yacht race in the world – the America’s Cup. The most recent event is the BMW Sailing Cup, a fascination sailing match racing competition, with trials in a number of countries, including Denmark, and a big exiting final match race for all national winners.