Following its successful participation in the America's Cup, the Munich-based company is now also supporting sailing on its home turf. As the main sponsor of the world's largest sailing festival, they are flying white and blue flags on the fjord.
As the company will announce at a press conference in Berlin on Tuesday, the commitment is intended to document the firm and lasting connection to sailing. As the next America's Cup will not take place until 2007, the entry as main sponsor of Kieler Woche will serve to cultivate the company's image in the meantime and at a national level.
For the same reason, Volvo organised the Volvo Champions Race in Constance for the first time last weekend, which is to be followed by two more regattas. The Swedes have also recognised that the gaps between the last Volvo Ocean Race in 2001/02 and the next one in 2005/06 are too long for continuous public relations work. Unlike BMW, however, those responsible at Volvo Cars Germany decided to organise their own event.
After reviewing several dozen event concepts, the Munich-based BMW managers decided in favour of the classic event par excellence. With three million visitors, the traditional Kieler Woche is the largest maritime event in the world. In sailing circles, it enjoys cult status far beyond Germany.
It remains to be seen whether BMW will use the regatta at the end of June to announce the continuation of its America's Cup ambitions. There is much to be said in favour of this. A further collaboration with Oracle Racing seems almost certain. The only thing missing so far is official confirmation.
According to information from the board, negotiations with the US syndicate, which put in a strong performance in the final of the Louis Vuitton Cup against the eventual AC winner Alinghi, should be finalised by June. Experts agree that Kieler Woche would be the best possible platform for the announcement of a renewed Oracle-BMW campaign for 2007.
Jochen Rieker
Herausgeber YACHT
