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Blogvent Calendar Day 8: Rowing eights

Business | Sponsorship | Sport | Technology

Given that we are based in Henley we couldn’t really go through our Blogvent calendar without some mention of rowing could we? So no better time than day 8 – particularly as that’s the maximum number you can get in a boat!

Despite the obvious headline association as "High Performance Partner” with the highly successful British Rowing team, Siemens £3.2 million sponsorship also operates on a grass roots level supporting schools, clubs and adaptive rowing. The aim is to work with the team on innovative ways to improve performance. Whether this leverages Siemens technology expertise we have yet to find out. As a relatively conservative company they are not always one to shout too loudly about successes. How many of us for instance, even those of us operating in the technology and sports markets knew that it was Siemens that developed the Hawk-Eye system that is now firmly established as a positive use of technology in the game of tennis? This is an innovation that actually adds to the entertainment on occasions and certainly does not detract from the game – see our previous thoughts on video referees for rugby and football!

Siemens have also integrated the sponsorship into their CSR activity. Not only do they support disabled rowing but through initiatives such as their Stroke for Stroke campaign. This leverages the sponsorship through an engagement campaign targeting business and the community to raise awareness of the benefits of regular exercise not generally, but in reducing the risk of strokes.

Xchanging are also into rowing but their support is focussed on The Boat Race, to be run for the 156th time in 2010. The success of sporting greats such as Sir Steve Redgrave and Sir Matthew Pincent is sure to have played a part in attracting these two blue chip companies to rowing but there are obviously other elements that make the sponsorship relevant for them. On the face of it they are widely differing audiences, but they seem to be hitting the mark for both businesses, so long may they continue.

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