Assa Abloy counts the benefits
The Volvo Ocean Race was a huge sponsorship success for Swedish lock manufacturing group, Assa Abloy, says a company report.
This figure breaks down into a huge 122 hours of television coverage - worth US$54.5m - plus more than 6000 press articles for another US$2.6m.
The company also used the race for internal training in the 70 companies in the group. By the end of the race, 14,250 employees knew more about the company, its targets and how it works.
On top of that, 18,250 employees said they felt "very proud" of being part of the Assa Abloy Group.
"The race has given us a unique platform for communicating an integrated message to our company managers, some of whom are very new to the group following recent acquisitions, " said Anna Bernsten, vice president, corporate communications.
At the same time it has given us in group management the opportunity to increase our knowledge and understanding of local conditions and trends in the market, she added.
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