VAAV scores an ace with 6th Optima Open
This weekend saw the 6th edition of the Optima Open in Knokke-Heist, an official tournament on the ATP Champions Tour. The event came to a close with Xavier Malisse beating Pete Sampras in a thrilling final.
The Optima Open is a perfect example of what I call “Spownership”. Optima is the owner of the event and then contracts VAAV Communication and other key suppliers to manage the project with them. This way, Optima maintains control of their brand, their image and has a key decision making role to play in the event, which they wouldn’t achieve in a traditional sponsorship relationship. They will make decisions on the caterer, the decoration, the players and many other key aspects of the project, allowing them to measure and achieve their objectives.
Other “spownerships” also seem to be successful in this way. If you think of Red Bull Racing or the Sky cycling team, these are all good examples of the model. A few years ago I was actively involved in the development of the ABN AMRO two boat entry in the Volvo Ocean Race, which they won by several (nautical) miles. They also achieved all their sponsorship objectives. I’m convinced that by owning the boats and running the project themselves, with considerable external support, this contributed greatly to their success on and off the water.
Next time you consider title sponsoring a project, ask to have a look at the Spownership option. It may be the best sponsorship decision you ever make.