Categories
khaleejtimes RSS

Leaders to UN: If virus doesn’t kill us, climate change will

In a year of cataclysm, some world leaders at this week’s annual United Nations meeting are taking the long view, warning: If Covid-19 doesn’t kill us, climate change will.

With Siberia seeing its warmest temperature on record this year and enormous chunks of ice caps in Greenland and Canada sliding into the sea, countries are acutely aware there’s no vaccine for global warming.

“We are already seeing a version of environmental Armageddon,” Fiji’s Prime Minister Frank Bainimarama said, citing wildfires in the western US and noting that the Greenland ice chunk was larger than a number of island nations.

This was meant to be the year “we took back our planet,” he said. Instead, the coronavirus has diverted resources and attention from what could have been the marquee issue at this UN gathering. Meanwhile, the UN global climate summit has been postponed to late 2021.

That hasn’t stopped countries, from slowly sinking island nations to parched African ones, from speaking out.

“In another 75 years, many … members may no longer hold seats at the United Nations if the world continues on its present course,” the Alliance of Small Island States and the Least Developed Countries Group said.

The main goal of the 2015 Paris climate accord is to limit the rise in global temperatures to 2 degrees Celsius (3.6 degrees Fahrenheit) above pre-industrial times, but scientists say the world is on track to soar past that. A new study found that if the world warms another 0.9 degrees Celsius (1.6 degrees Fahrenheit), the West Antarctic ice sheet will reach a point of irreversible melting. It has enough water to raise global sea levels by 5 meters (16 feet).

The Pacific island nation of Palau hasn’t had a single Covid-19 infection, but President Tommy E. Remengesau Jr. warns it’s the rising seas that will bring the country down.

“The momentary drop in (carbon) emissions this year cannot be allowed to generate any complacency about global progress,” he said, referring to the sparkling skies that followed lockdowns to slow the spread of the virus around the world. Pollution has crept back up as restrictions ease.

World powers cannot shirk their financial commitments to fighting climate change during the pandemic, Remengesau said, even as economies are battered.

But few pledges have emerged at the UN gathering, aside from China’s announcement that it aims to have carbon dioxide emissions peak before 2030 and achieve carbon neutrality by 2060.

The pandemic has muted the UN meeting, with world leaders speaking not from the podium in New York but via video from home. That has sapped the urgency of diplomacy and left nations wondering just how many people are listening.

Amid concerns that the world is distracted, it was perhaps no surprise that the student-led movement Fridays for Future returned to the streets this week for the first major demonstrations for climate action in months.

Still, island nations have seized on the unusual circumstances to show off what’s at stake.

The prime minister of Tuvalu, Kausea Natano, delivered his UN speech with a vista of turquoise waters and swaying fronds behind him that instantly fired the imaginations of house-bound viewers.

But the prime minister quickly shattered any dreams. While Tuvalu is free of the coronavirus, the pandemic struck as the island nation was recovering from a pair of tropical cyclones – storms that scientists say are likely to become wetter as the planet warms.

Tuvalu’s highest point is just a few meters (yards) above sea level. The pandemic’s effect on the movement of goods exposed food insecurity as local agriculture becomes more difficult with rising sea levels, Natano said.

“While Covid-19 is our immediate crisis, climate change remains the single greatest threat to the livelihoods, security and well-being of the Pacific and its peoples in the long run,” the prime minister said.

From the Marshall Islands, also free of Covid-19, President David Kabua used the virus’s example to plead for more help now.

“Change relies on protecting the most vulnerable, because those on the frontline – whether healthcare workers battling the pandemic or small island nations sounding the alarm on climate change – are critical to the survival of us all,” he said.
“Small island and atoll nations like mine do not have time for paper promises,” Kabua added.

Urgent pleas also came from Africa, which contributes least to global warming but stands to suffer from it the most.

“In favoring solutions based on the respect for nature, we’re also preserving the health of our peoples,” said President Issoufou Mahamadou of Niger, part of the Sahel region south of the Sahara desert where temperature increases are expected to be 1.5 times higher than the world average.

“Our global home that was teeming with millions of species of God-given creatures, both great and small, is slowly dying,” said Kenyan President Uhuru Kenyatta, who last year noted that his country was the only one in Africa to reach the goal of making renewable energy 75 per cent of its energy mix.

He added: “Our world is yearning for us to stop its ruin.”

Categories
Arabian Business - uae RSS

Tour de force: how the UAE is growing its global brand

While coronavirus may have put a dampener on many of this year’s major sporting events, the route of the Tour de France – 3,483 kilometres spread across swathes of the French countryside – rendered the world’s most famous men’s multiple stage bicycle race relatively impervious to Covid-19 social distancing.

With most of the world at home, viewing figures of the annual televised event were higher, too, despite the 107th edition of the race having been postponed for the first time since World War II. An estimated one billion viewers worldwide tuned in to watch Slovenia’s Tadej Pogacar, the 21-year-old UAE Team Emirates rider, achieve a sensational time trial victory to La Planche des Belles Filles, putting him in the lead with an unbeatable 59-seconds lead.

Breitling: reaping the rewards of successful sponsorships

Watch brands are very active when it comes to sports sponsorship, supporting everything from world-class football teams to emerging individuals. Breitling’s CMO Tim Sayler tells Arabian Business about the value-add of seeing their product on the wrist of a champion

While the delighted Pogacar said: “It’s unbelievable. It’s really crazy to be the winner of the Tour de France; this is just the top of the top,” he wasn’t the only one revelling in the victory. The leadership at Emirates Airline, sponsors of the victorious UAE Team Emirates since 2017, must have shared that moment of pure elation as they saw the exceptional victory unfurl, with the airline’s logo broadcast around the globe and viewed by millions of people.

“The UAE Team Emirates’ stunning victory at Tour de France, the world’s most prestigious cycling race, is a historic milestone for the UAE on the global sporting stage; This tremendous achievement strengthens the already deep relationship between the UAE and the sport of cycling, and will inspire a new generation of cyclists worldwide,” Sheikh Ahmed bin Saeed Al Maktoum, CEO of Emirates Group said in a series of tweets.

It’s yet another marketing coup for the airline that also sponsors leading teams in football, rugby, tennis, motorsport, golf, horseracing, baseball, cricket and sailing – a far cry from its first lone tie-up in 1987 when it lent its support to a powerboat race in Dubai.

It’s another example of the might and ambition of Brand UAE, a small desert country known around the world thanks to its formidable publicity machine; joining hands with the world’s elite athletes and sports entities is a big part of its drive to promote the emirates around the world.

“Two major sports sponsorship deals that particularly stand out are Etihad’s sponsorship of Manchester City FC and Emirates’ sponsorship of Arsenal FC,” says Dave McCann, partner at RISE, a leading regional sports, culture and entertainment sponsorship agency. At the time of signature, the Etihad Airways deal was valued at $462 million and the Emirates deal at $257.6m.

Other notable sponsorships by UAE businesses include DP World’s backing of the European Tour and Ian Poulter (golf), including the naming rights to the season-ending DP World Tour Championship. “Etihad’s recent naming rights for the sponsorship of Yas Island Arena, Emirates’ global sponsorship of Formula 1, Dubai Duty Free’s sponsorship of horse racing events and the Irish Open golf tournament are all examples of big sponsorship deals by UAE companies,” adds McCann.

“There is a trend in UAE companies to take naming rights sponsorships when acquiring sponsorship rights. These are generally bigger deals financially, but also provide a much stronger association with the rights holder, which seems to be a major strategy of UAE businesses in order to expand their global recognition. Naming rights is growing in this region and has the unique capability of putting a brand at the centre of the fan experience, as well as turning their brand into a destination.  The power of this kind of engagement is unquestionable.”

UAE Team Emirates cycling generates $400m returns for sponsors, says CEO

UAE Team Emirates CEO Mauro Gianetti said brands reap huge rewards from holding ‘activations’ in the cities and countries in which world cycling tours are held

UAE Team Emirates CEO Mauro Gianetti told Arabian Business at the end of 2019 that the team has generated $400m returns for its sponsors, who invest just a fraction of that amount.

“In general, all our sponsors, and the main sponsors world tour teams like ours, [generate] an average of, at a minimum, 5 to 10 euros for each [euro] spent,” he said.

That’s not a bad return on investment; with the latest victory at the Tour de France this figure is likely to have increased substantially. While the victory celebrations amongst Team UAE Cycling may have continued for several days before the demands of elite-level training beckoned once more, the implications for what it means for the airline will unquestionably last longer.

Industry insight

Ben Faber is a regional director at CSM, a global brand and marketing company that oversees the communications for UAE Team Emirates.

“The global sports industry has grown year on year over the past two or three decades and the UAE is no different in that respect,” says Faber. “A relatively small market, it punches well above its weight in terms of sports sponsorship.  Emirates in particular has used sport for many years as a way of brand building in supporting the growth of their brand, aligning partnerships with sport with flight routes.”

That early model – the airline entered into its first sports sponsorship in 1998 – was very much the blueprint for UAE sports sponsorship for many years, which has grown from a ‘chairman’s whim’ to become a highly sophisticated, strategic and complex business worth billions of dollars annually.

“At this level, every partnership is bespoke and the most successful ones are doing it for clearly identified strategic reasons. Sponsorships can start from the most basic – such as driving awareness of the brand through global sports audiences – to more complex ones,” he explains.

In addition to running the communications for the UAE cycling team, CSM, whose clients include HSBC and Mubadala, builds sponsorship programs that include customer acquisition, rewards programs, employee engagement, loyalty schemes and more.

“In the case of UAE Team Emirates, it is unquestionably a global platform. In Covid times TV audiences are higher than normal. A sport like cycling can offer fantastic opportunities if you are trying to engage and reward customers, from cycling with athletes to hospitality experiences, prizes and incentives. Airlines, for example, can link these to loyalty programs for their most loyal customers. Ultimately a partnership such as the one between Emirates and UAE Team Emirates will give the sponsor a huge range of assets, from merchandise, to access to talent, memorable experiences and more.”

In turn, a professional team needs a revenue stream in order to operate as a top-tier player.  The highest earners in pro-cycling, such as Peter Sagan of Team Bora-Hansgrohe, are estimated to take home around  €5.5m. While Pogacar has not commanded anywhere near that figure to date, his recent victory will doubtless see him command a higher wage in addition to the $642,000 prize money he received for his Tour de France win.

Return on investment

Whereas sports sponsorship in its nascent era may have relied on little more than a handshake and a straightforward contract, today it is a highly complex industry.

“A majority of the sponsors we represent are very structured in terms of their return on investment (ROI) matrices,” says Steve Bainbridge, partner and head of sports & events management at Al Tamimi & Company, the first regional law firm to open a specialised sports law practice. “In fact, some sponsorship deals that may initially appear to be the least rigorous in terms of tangible returns can have periodic reporting and review with levers that allow for adjusted payments and/or additional benefits that can be triggered depending on performance, whether that be measured in product sales, footfall, social media traffic, etc.”

Steve Bainbridge, partner and head of sports & events management at Al Tamimi & Company.

The company represents rights holders, government entities, and corporate sponsors as well as a number of sports governing bodies, clubs and athletes.

“We advise on a range of issues and this can mean anything from stadium naming rights deals to club jersey sponsorships or title sponsor agreements for major tournaments or community events and many points in between. Obvious headline issues include the deal value and duration but with respect to sponsorship deals we find the greatest impact is moving much more towards partnership and integration of goals.”

It is clear that global sponsorship is on the up and up, a billion-dollar business that is inexorably linked to the world of sport. It is almost inconceivable to any sports fan today to imagine an event without a visual cacophony of logos jostling for prime position, but a hunger for innovation also underpins the million-dollar marketing and sponsorship budgets of big businesses.

“Sport continues to grow across its traditional forms but also in new ventures,” notes James Leeman, the CEO and founder of branding agency, Leeman Consult.

“In the last 20 years, e-sports has become one of the largest growing global sports with an estimated total viewership expected to grow at a 9 percent between 2019 and 2023, up from 454m in 2019 to 646m in 2023. Sponsorship is the biggest source of revenue. Innovation to provide exposure in this could become the best way for a brand to see their required ROI. We cannot move away from our traditions too quickly though and, as the UAE and its brands and supporting companies continue to invest in sport in its purest forms, there are small but relevant changes in their ROI with correct brand alignment, innovation and social responsibility coming to forefront.”

Categories
khaleejtimes RSS

UAE reports 851 Covid-19 cases, 868 recoveries, 1 death

The UAE Ministry of Health and Prevention on Sunday reported 851 cases of the Covid-19 coronavirus, along with 868 recoveries. One death was also reported.

More than 106,000 new Covid-19 tests have been carried out, the ministry added, taking the total to over 9.3 million tests UAE so far.

Yesterday, the UAE rubbished a tweet attributed to the Ministry of Interior (MoI) warning about “another lockdown”. The ministry posted a screenshot of the fake tweet with a ‘FALSE NEWS’ stamp above it. The fake tweet reads: “(Sic) Due to steadily increasing coronavirus cases, we’ve decided impose another lockdown with immediate effect starting from Sunday and urge everyone to self quarantine. Stay at home and stay safe.” The ministry called on residents to obtain information from its official sources and not to circulate rumours or news issued by fake accounts.

Earlier today, it was announced that six sports establishments in Dubai were fined for flouting Covid-19 safety rules, while 10 others were let off with warning as inspection teams from Dubai Sports Council (DSC) and Dubai Economy continue to crack down on violating businesses.

The six sports establishments were fined over the weekend for failing to maintain the mandatory safe distance at the premises as well as non-compliance with the compulsory face mask orders.

Meanwhile, three restaurants in Ajman were shut down for violating Covid-19 precautionary measures and safety rules, the National Emergency Crisis and Disaster Management Authority (NCEMA) announced on Saturday. Brigadier Khalid Mohammed Al Nuaimi, deputy director-general of police operations at the Ajman Police, said the three restaurants were shut down after authorities found them violating safety measures, in addition to failure to comply with public health conditions. All three restaurants will be temporarily closed till further notice. The NCEMA, Ajman, urged all establishments in the emirate to adhere to precautionary and preventive measures and maintain public health requirements.

Categories
khaleejtimes RSS

Coronavirus: UAE reports 851 Covid-19 cases, 868 recoveries

The UAE Ministry of Health and Prevention on Sunday reported 851 cases of the Covid-19 coronavirus, along with 868 recoveries.

More than 9.3 million Covid-19 tests have been carried out in the UAE so far.

Yesterday, the UAE rubbished a tweet attributed to the Ministry of Interior (MoI) warning about “another lockdown”. The ministry posted a screenshot of the fake tweet with a ‘FALSE NEWS’ stamp above it. The fake tweet reads: “(Sic) Due to steadily increasing coronavirus cases, we’ve decided impose another lockdown with immediate effect starting from Sunday and urge everyone to self quarantine. Stay at home and stay safe.” The ministry called on residents to obtain information from its official sources and not to circulate rumours or news issued by fake accounts.

Earlier today, it was announced that six sports establishments in Dubai were fined for flouting Covid-19 safety rules, while 10 others were let off with warning as inspection teams from Dubai Sports Council (DSC) and Dubai Economy continue to crack down on violating businesses.

The six sports establishments were fined over the weekend for failing to maintain the mandatory safe distance at the premises as well as non-compliance with the compulsory face mask orders.

Meanwhile, three restaurants in Ajman were shut down for violating Covid-19 precautionary measures and safety rules, the National Emergency Crisis and Disaster Management Authority (NCEMA) announced on Saturday. Brigadier Khalid Mohammed Al Nuaimi, deputy director-general of police operations at the Ajman Police, said the three restaurants were shut down after authorities found them violating safety measures, in addition to failure to comply with public health conditions. All three restaurants will be temporarily closed till further notice. The NCEMA, Ajman, urged all establishments in the emirate to adhere to precautionary and preventive measures and maintain public health requirements.

Categories
alarabiya.net RSS

Turkey says it will support Azerbaijan in clashes with Armenia

Turkey on Sunday vowed complete support for Baku and called on Armenia to give up its “aggression” after heavy fighting erupted in Azerbaijan’s breakaway region of Nagorny Karabakh.

“We will support our Azerbaijani brothers with all our means in their fight to protect their territorial integrity,” Turkish Defence Minister Hulusi Akar said in a statement.

Read more: Armenia declares martial law and mobilization amid Azerbaijan clashes

The worst clashes since 2016 broke out on Sunday between arch-foes Azerbaijan and Armenia who have been locked for decades in a territorial dispute over Nagorny Karabakh.

Turkey is a key ally of Baku with close cultural and linguistic ties with Azerbaijan.

Turkey-Armenia conflict

Ankara has no diplomatic relations with Yerevan due to a dispute over the mass killings of Armenians in the Ottoman Empire which Armenia says is a genocide.

“The greatest obstacle to peace and stability in the Caucasus is Armenia’s aggression, and it should give up this aggression which will throw the region into fire,” Akar said.

Turkish presidential spokesman Ibrahim Kalin “strongly” condemned the clashes and said Armenia “once again violated international law and (has) shown that it has no interest in peace and stability.”

For all the latest headlines follow our Google News channel online or via the app.

He called on the international community to “say stop to this dangerous provocation” in a tweet.

“Azerbaijan is not alone. It has Turkey’s full support,” Kalin added.

The Turkish foreign ministry in a statement went further, promising: “However Azerbaijan wants, we will stand by Azerbaijan in that manner.”

Turkish Foreign Minister Mevlut Cavusoglu and Russian counterpart Sergei Lavrov discussed the crisis on Sunday during a telephone conversation, a Turkish diplomatic source said, without giving details.

Read more: Armenia says Azerbaijan had attacked civilian settlements in disputed region

SHOW MORE

Last Update: Sunday, 27 September 2020 KSA 14:06 – GMT 11:06

Categories
wam RSS

‘I’m optimistic, this exceptional team can make it to World Cup 2022’: UAE head coach

DUBAI, 27th September 2020 (WAM) — The UAE national football team’s new head coach Jorge Luis Pinto is here for a mission; to help the country qualify for both the World Cup 2022 and the AFC Asian Cup 2023. In an exclusive interview with the Emirates News Agency, WAM, Pinto said, "I love challenges and I believe that everything is possible and that you can reach your goals if you persevere and focus." The Colombian coach, who was appointed by the UAE in July, added that after holding 24 training sessions and a friendly match in Serbia he became familiar with the players’ capabilities and is now able to carve out a future plans for the team. "I am very optimistic and I am happy with the unlimited support provided to the team by the UAE Football Association and the fans. Of course there are lots of challenges, but I love challenges," he emphasised. Asked about next steps, he said the team is preparing for two friendlies with Kuwait and Uzbekistan in October. The Whites camped in Serbia in the run-up to the resumption of their World Cup 2022 qualifying games, with four matches remaining, three of which will be played at home. The UAE, currently fourth in Group G, are at a crucial juncture in the qualifiers, which also acts as a qualification for the AFC Asian Cup to be held in China in 2023. Twelve teams which advance to the third round of the World Cup qualification will automatically qualify to the Asian Cup. Pinto spoke highly of his players, saying that he has a team made of skillful elements. "We are working on some quick wins like rhythm, speed, team play and tactical elements," he said. "Regardless of the current position in the group, we can make the dream come true. We have exceptional and determined players, and we have all the support we need by the UAE Football Association and more importantly, by a base of very loyal fans." After playing the return leg against Malaysia at home on 8th October, the UAE will travel to face Indonesia on 13th October. The UAE have two wins and two defeats in four matches. They had begun their campaign with a 2-1 victory away against Malaysia and followed that up by defeating Indonesia 5-0 at the Al Maktoum Stadium in Dubai. But they suffered a 2-1 defeat against Thailand and a 1-0 loss to Vietnam.  

Categories
wam RSS

‘I’m optimistic, this exceptional team we can make it to World Cup 2022’: UAE head coach

DUBAI, 27th September 2020 (WAM) — The UAE national football team’s new head coach Jorge Luis Pinto is here for a mission; to help the country qualify for both the World Cup 2022 and the AFC Asian Cup 2023.
In an exclusive interview with the Emirates News Agency, WAM, Pinto said, "I love challenges and I believe that everything is possible and that you can reach your goals if you persevere and focus."
The Colombian coach, who was appointed by the UAE in July, added that after holding 24 training sessions and a friendly match in Serbia he became familiar with the players’ capabilities and is now able to carve out a future plans for the team.
"I am very optimistic and I am happy with the unlimited support provided to the team by the UAE Football Association and the fans. Of course there are lots of challenges, but I love challenges," he emphasised.
Asked about next steps, he said the team is preparing for two friendlies with Kuwait and Uzbekistan in October.
The Whites camped in Serbia in the run-up to the resumption of their World Cup 2022 qualifying games, with four matches remaining, three of which will be played at home.
The UAE, currently fourth in Group G, are at a crucial juncture in the qualifiers, which also acts as a qualification for the AFC Asian Cup to be held in China in 2023.
Twelve teams which advance to the third round of the World Cup qualification will automatically qualify to the Asian Cup.
Pinto spoke highly of his players, saying that he has a team made of skillful elements.
"We are working on some quick wins like rhythm, speed, team play and tactical elements," he said.
"Regardless of the current position in the group, we can make the dream come true. We have exceptional and determined players, and we have all the support we need by the UAE Football Association and more importantly, by a base of very loyal fans."
After playing the return leg against Malaysia at home on 8th October, the UAE will travel to face Indonesia on 13th October.
The UAE have two wins and two defeats in four matches. They had begun their campaign with a 2-1 victory away against Malaysia and followed that up by defeating Indonesia 5-0 at the Al Maktoum Stadium in Dubai.
But they suffered a 2-1 defeat against Thailand and a 1-0 loss to Vietnam.

Categories
Arabian Business - uae RSS

UAE reports 851 new cases of coronavirus

Health authorities reveal 868 patients have recovered from Covid-19 in the last 24 hours

The number of coronavirus cases confirmed in the UAE fell from the four-figure highs of recent days on Sunday to 851 new infections.

Health authorities revealed over 106,000 tests had been carried out over the last 24 hours. It takes the total number of cases across the country, since the onset of the global Covid-19 pandemic, to 91,469.

A further 868 people were said to have recovered from the virus, with total recoveries reaching 80,544.

The Ministry of Health and Prevention (MoHAP) also revealed that one person, who had previously tested positive for coronavirus, had died in the last day “due to complications”. The country’s death toll currently stands at 412.

Arabian Business: why we’re going behind a paywall

For all the latest health tips & news from the UAE and Gulf countries, follow us on Twitter and Linkedin, like us on Facebook and subscribe to our YouTube page, which is updated daily.

Real news, real analysis and real insight have real value – especially at a time like this. Unlimited access ArabianBusiness.com can be unlocked for as little as $4.75 per month. Click here for more details.
Categories
alarabiya.net RSS

UN envoy to Yemen confirms warring parties agree to exchange 1,081 prisoners

Yemen’s warring parties have agreed to exchange 1,081 detainees and prisoners in talks in Switzerland, United Nations Special Envoy Martin Griffiths said on Sunday.

For all the latest headlines, follow our Google News channel online or via the app.

The Iran-backed Houthi group will release 400 government prisoners, including 15 Saudi Arabians and four Sudanese, while the internationally recognized government will free 681 Houthi fighters, sources familiar with the matter told Reuters.

“I urge the parties to move forward immediately with the release and to spare no effort in building upon this momentum to swiftly agree to releasing more detainees,” Griffiths told reporters.

Read more:

Yemen’s warring sides agree to swap of 1,081 prisoners

SHOW MORE

Last Update: Sunday, 27 September 2020 KSA 13:36 – GMT 10:36

Categories
Arabian Business - uae RSS

Breitling: reaping the rewards of successful sponsorships

Tadej Pogacar wore a Breitling Endurance Pro and he was the winning cyclist of the TDF. What does this mean in terms of value for the brand?

The value is two-fold. From a product perspective, showing that our watch can perform on the wrist of the winner of the greatest cycling race in the world is the ultimate endorsement of the Endurance Pro.

Tour de force: how the UAE is growing its global brand

As UAE Team Emirates celebrates its Tour de France victory, Arabian Business looks at the business of sponsoring the world’s leading sports events. A global industry, when it comes to placing its brands on the livery of the world’s elite teams, the UAE is punching above its weight.

From a brand perspective, it reflects Breitling’s rich history in cycling. We partnered with the Grand Tours and the World Championships, and in the 1950s, we even worked with Fausto Coppi and Gino Bartali, two of the sport’s greatest competitors.

It’s a heritage we are extremely proud of, and Tadej’s place on the Champs Elysees podium represents our return to the top step of the sport.

And last but not least, it’s of course visibility. Millions of people around the globe saw our Endurance Pro on Tadej’s wrist, which is priceless.

What are the main objectives for Breitling in its sports sponsorships?

We believe that sponsorships and brand partnerships can be a strong driver of our brand and our business – as long as it’s done right. We have a very specific sponsorship strategy in place, with three objectives:

  1. Bring the Breitling brand to life in the four segments we plan in: Air, Land, Sea and Professional. We have partnerships dedicated for each of these segments.
  2. Focus on accessible sports such as surfing and triathlon to shift perception towards our more casual, inclusive vision of luxury, which is the core of our brand positioning. We consciously stay away from the typical “luxury” sports such as Formula One or big yacht sailing.
  3. Ensure a perfect fit with our brand values, also on a personal level with each ambassador.

What kind of results might a watch brand expect from a sports partnership, and how is it good for business?

Sponsorship is a great way to achieve the type of perception shift I mentioned, because it lets watches exist in worlds that people relate to like, for example, in the world of cinema for our Premier or the world of cycling for the Endurance Pro.

Sports sponsorship specifically allows us to share in the highs, offer our support during the lows, and, in the case of the Endurance Pro, place our product at the very heart of the action as you saw during the Tour de France.

Breitling’s CMO Tim Sayler.