The Helsinki-based plc, which increased pre-tax profits by 78% last year, is using the Volvo Ocean Race that begins in the UK this month (23 September) to raise its own corporate profile and that of its worldwide brands.
“Amer is one of the most profitable companies in the sporting goods industry and is now on a mission to establish itself as the foremost sports equipment company in the world,” said Allan Bond, managing director of Amer Sports in the UK.
“Our objective is to offer the sports trade a wider portfolio of products and to serve our customers and business partners better than ever,” he added.
Two yachts will carry the colours of Amer Sports around the world over the next nine months. One promotes the Wilson ‘W’ brand and the other highlights Suunto, the manufacturer of diving instruments and wristop computers.
A third boat has also been commissioned from the same Nautor boatyard in France. Branded Atomic to promote the company’s ski products, it will act as a promotion vessel and attract many of the sports stars who use equipment manufactured by the group.
By the time the race is completed at Kiel in Germany on June 9, 2002, the company estimates that more than 500 million households in 200 countries will have identified the Amer Sports group.
“This investment (two of only eight boats in the race) suggests Amer Sports should be taken seriously on a global basis from now on,“ added John Collard, head of The UK-based communications firm, handling the launch of the sponsorship.
During the course of the race, the Amer Sports yachts will “spread the brand message” at ports in key markets – Cape Town, Sydney, Auckland, Rio de Janeiro, Miami, La Rochelle and Gothenburg in Sweden.