event report - Fabian Bengtsson Media AB
An Event With a
Story to Tell
MARSTRAND 2 JULY – 7 JULY 2012
Stena Match Cup Sweden
“I Love Marstrand, my team loves Marstrand and
it is one of the top places to sail in the world!”
he Race Arena at Marstrand is one of the world’s best venues for sailing,
loved by sailors as well as spectators. It’s the foundation that makes it
possible for Stena Match Cup Sweden to keep improving year after year.
2012 was no exception.
We are looking back at the summer’s event with warm feelings. Besides the
weather, which really stood out in an otherwise wet and grey Swedish summer,
we’ve concluded three key factors to the success of Stena Match Cup Sweden 2012.
First, our goal is to organize a world-class sporting event, and it’s hard to imagine a
more exciting finish than a Swede wining the final on his home waters.
Second, we have taken new steps and developed the event in several aspects
that have worked out far beyond our expectations. You can read about them
throughout the report.
Finally, our partners’ commitment to the event has been overwhelming. Even
new partners such as Handelsbanken have, along with many of the others, started
to use the full potential of what Marstrand has to offer. Together we do a fantastic
event, and we’d like to return the same, wonderful feedback we get from them all.
We are also happy to see that international brands and companies have shown
more interest and been a bigger part of the event than ever.
At Marstrand we can offer our partners a venue with a relaxed but still professional atmosphere. It’s a place where meeting new people comes naturally and
it doesn’t matter if it’s between business partners or Royalties from near and far
All of this is inspiring as we look ahead, but none of it would be possible
without the extraordinary efforts from our many volunteers. It’s easy to make a
comparison with the praise that was given to the people working with the London Olympics later in the summer. The tireless work from the volunteers help to
create the positive atmosphere that has become Stena Match Cup Sweden’s trademark. And the word is spreading around the world. It’s flattering to hear that the
former king of Malaysia had heard that Marstrand would be well worth the trip.
Now we look forward to next year’s event, and we are glad to welcome back
the great sailors in Women Class to the 2013 event.
Jan Torstenson, CEO at Brandspot
Peter Klock, CEO at GKSS
Stena Match Cup Sweden is a joint venture between
Brandspot AB and GKSS.
Stena Match Cup Sweden Event Report is produced by:
Skribent: Fabian Bengtsson
Layout: Anders Sahlqvist
Project manager: Alexandra Jerselius
Photo: Dan Ljungsvik and Gustav Lindman
Stena Match Cup Sweden has, along with the World Match Racing Tour with Alpari as the new title sponsor, strengthened its
position within the match racing world. Since the event started back in 1994, Stena Match Cup Sweden has become a must-visit
for many people. Brandspot took over the commercial responsibility in 2007 and developed the event to a yearly growth. Nowadays, the event is not limited to Marstrand, but also ties Koön close to the action, much thanks to Marstrand’s Havshotell.
This summer, two big changes were introduced to the event format. The races
were concentrated to six days rather
than seven, and the finals were moved
from Sunday to Saturday. This proved
to be a success since it gave more visitors the chance to watch the finals and
take part in the celebration afterwards.
Also, with the Olympic Match Racing Regatta in London just around the
corner, the Women’s Class chose to
stay off the program this summer. Of
course they were missed, but with only
one class to focus on, the sailors of the
Alpari World Match Racing Tour were
given full attention. 115 000 people
visited Marstrand during the week and
enjoyed a lot of exciting sailing. Björn
Hansen got his revenge after loosing
last year’s final, and when the Swedish
winner celebrated with his crew on the
Oscar stage in front of thousands of
spectators, it was broadcasted live to 60
In tough competition with other sport
events Stena Match Cup Sweden has
for several years been able to reach an
impressive media breakthrough. This
summer’s event was covered by 78 journalists and featured in live TV-spots
shown in more than 60 countries, daily
live radio as well as national, local and
Mix Megapol had a huge part in
bringing the event to life with hours of
advertisement and live coverage from
the races. Also, the Alpari World Match
Racing Tour put a lot of resources into
the entire communication, not the least
the on-site TV-production, and more
people than ever had a chance to experience the action filled match racing
Sponsors stepped forward
The biggest step forward this year was
taken by the sponsors themselves.
Many of them increased their activity
during the event and created a lot of
happenings of their own. Stena Line’s
outdoor cinema and world movie premier at Carlstens Fästning is just one
example. “The sponsors have started to
use the event’s full potential”, says Jan
Torstensson, CEO of Brandspot. “The
The Sultan of
way our partners now activate themselves is as big a part of the event as the
things we organize and that’s an amazing development. Through the event,
our partners give valuable experience to
their clients and the public as well as
it serves as an additional platform for
advertising and PR-campaigns.”
Looking at the event arena, Race Village experienced some positive changes
this year. One of the improvements was
the new design and planning of the
Junior Arena. This popular part of the
event, hosting our future stars, was given a more central and welcoming position in the Race Village. Göteborgs Posten is one of the main sponsors behind
the Junior Arena and Thomas Crusner
at the marketing department says: “The
Junior Arena is a great thing to be in6
volved in because it gives people who
have never tried sailing a chance to get
out on the water. We are very satisfied
with how things went this summer and
hope that the Junior Arena can get even
more resources and continue to grow in
Young talents ...
Jr. Cup and Youth Match Cup Sweden returned for another year and both
competitions have become a natural
part of the event. Legendary match
racing skipper Magnus Holmberg, one
of the organizers behind Youth Match
Cup Sweden says: “We want to give
young talents a chance to race on the
same waters as the professional match
racing sailors, to let them feel the atmosphere around the event and inspire
them to keep sailing. This year’s Youth
Match Cup Sweden was very successful and perhaps we have planted seeds
for a future winner of Stena Match Cup
... and royalties
Finally, royalties from near and far came
to Marstrand this summer, and both
Princess Madeleine and King Carl
XVI Gustav visited the island during
the event. The former King of Malaysia and current Sultan of Terengganu
wanted an event to use as a benchmark
for his local Malaysian regatta, the Monsoon Cup. That he chose Stena Match
Cup Sweden as the event to check out
is a sign of the event’s strong position on
the Alpari World Match Racing Tour. O
World Championship Stage 3
A stronger than ever starting field of skippers came to
Marstrand for the third Stage of the Alpari World Match
Racing Tour 2012. Björn Hansen and his team were
full of confidence after the previous victory in Korea,
somewhat of revenge against Ian Williams from last
year’s loss in the final at Marstrand. Would we experience the two in another final at Marstrand this year?
Well, they certainly looked like two strong competitors
in the round robin, but they were far from alone in the
top. The field of nine Tour Card-holders at Marstrand performed on a high level, and was challenged by Mirsky,
Corbett, Jury, Lindberg and the next generation sailors,
Swedish Viktor Ogeman and Danish Joachim Aschenbrenner. And the weather gods praised the week, starting
with clouds and strong wind around 20 knots the first day
it eased out to 5-12 knots and sun for most of the week.
Keith Swinton, Phil Robertson, Peter Gilmour and
Ian Williams as well as Björn Hansen all put themselves
in a comfortable seat for the quarterfinals, as did Johnie
Berntsson on the last day, when he won all his matches.
But that was it for him. Berntsson was left with challenging Björn Hansen, after the rest of the quarterfinalists
had made their draws, which resulted in Australian, New
Zealand and Swedish duels, plus French Morvan against
British Williams in the fourth. The two Swedes had some
dramatic fighting, but the newborn confidence and long
experience of Hansen’s team was too tough for Berntsson.
Gilmour, Williams and Robertson came out the strongest
in their fights, and Williams went up against Hansen in
the semifinals. There was a magic feeling about this fight,
would Williams be able to beat Hansen on his home turf
again? Nope, this time, Hansen’s team was too tough to
Strong throughout the race
“Wow, was that a relief! This is definitely a revenge for
last year’s loss against Williams and we have been feeling
strong all throughout the race”, Björn Hansen said after
his Mekonomen Sailing Team triumphed in the semifinals
Björn Hansen (SWE)
World Ranking: 2
Team: Mekonomen Sailing Team
A World Cup leader in fantastic shape won the Stena Match
Cup for the second time. Hansen was the first Swede to ever
win in Marstrand in 2007. A composed and peaceful team
during the entire week.
against Ian Williams.
Now, Stena Match Cup Sweden turned out to become
a veteran final game, because in the other semifinal, living
legend and seven time winner at Marstrand, Peter Gilmour
played all tricks on Robertson and secured his spot in the
finals. Both skippers know the Marstrand waters well.
Hansen sailed his first Match Cup event in 1994 as crew,
he was the first Swedish winner 2007 and lost the finals
last year against Ian Williams. Gilmour won the first Marstrand event in 1994, and has sailed there ever since, just
Gilmour was truly honest about it, commenting on his
opponent: “I feel very uncomfortable to meet a Swede in
the finals, that’s for sure.”
And it wasn’t easy for any of the finalists in this dream final. In the first match, Hansen and tactician Gustaf Tempelman read the waters very well and gained a 30 second
lead on Gilmour after three short legs and the last top
mark rounding. That’s when “Gilley” gibed to the right
and Hansen did not. Suddenly Gilmour and his multinational team had recovered most of the lead. Close to the
finish line Hansen attacked and managed to get a penalty
on Gilmour. An intense sailing battle took place when
Gilmour took his penalty just meters from the finish line,
so intense that one of Hansen’s crew members fell overboard. Hansen however managed to pass the finish line
first with the large crowd cheering his victory.
In the next two races it was obvious that the Swedish team succeeds to find the wind strokes better than
Gilmour, and they kept controlling his moves until they
crossed the finish line for the second Alpari World Match
Racing Tour victory this year, and their second triumph at
Stena Match Cup Sweden.
“This was just fantastic. We sailed the boat extremely
well, read the moves and the wind, and did everything
right today,” an enthusiastic Björn Hansen commented.
And Peter Gilmour agreed:
“We only succeeded to stay ahead of him once today,
but they succeeded with everything they did. Hansen’s
team was worthy winners.”
FINAL RESULTS FOR STENA MATCH CUP SWEDEN 2012,
1. Björn Hansen (SWE)
2. Peter Gilmour (AUS)
3. Ian Williams (UK)
4. Phil Robertson (NZL)
5. Keith Swinton (AUS)
6. Johnie Berntsson (SWE)
7. Pierre-Antoine Morvan (FRA)
8. Reuben Corbett (NZL)
9. Joachim Aschenbrenner (DEN)
10. Staffan Lindberg (FIN)
11. Torvar Mirsky (AUS)
12. Simone Ferrarese (ITA)
13. Laurie Jury (NZL)
14. Viktor Ogeman (SWE)
"Stena Match Cup is a unique event because of it's natural stadium
and choice of racing yacht, the DS37, as they are perfect for Match
Racing. I was really impressed with the crowd and how they cheered
Björn Hansen throughout the final - very inspiring."
Björn Hansen (SWE) - Peter Gilmour (AUS)
PETIT FINAL RESULTS
Ian Williams (UK) - Phil Robertson (NZL)
SEMI FINAL RESULTS
Björn Hansen (SWE) - Ian Williams (UK)
Peter Gilmour (AUS) - Phil Robertson (NZL)
QUARTER FINAL RESULTS
Keith Swinton (AUS) - Peter Gilmour (AUS)
Phil Robertson (NZL) - Reuben Corbett (NZL)
Björn Hansen (SWE) - Johnie Berntsson (SWE)
Pierre-Antoine Morvan (FRA) - Ian Williams (UK)
Peter Gilmour (AUS)
World Ranking: 12
Team: Yanmar Racing
OMr. Marstrand is obviously still going strong and didn’t give away a single victory
throughout the competition. The number of wins still sums up to seven after this year.
Ian Williams (GBR)
World Ranking: 1
Team: Team GAC Pindar
Reuben Corbett (NZL)
World Ranking: 18
Team: Corbett Racing
Joachim Aschenbrenner (DEN)
World Ranking: 22
Team: Team Trifork
ONew Zealand sailor in
Marstrand for the second
time and qualified through
GKSS spring cup in May. This year Reuben put together
a partial Swedish team and sailed right on to the quarter
finals, where it all came to a stop for Corbett Racing.
Staffan Lindberg (FIN)
World Ranking: 15
Team: Alandia Sailing
Phil Robertson (NZL)
World Ranking: 4
Team: Waka Racing Team
Keith Swinton (AUS)
World Ranking: 5
Team: Black Swan Racing
OThis young man from
ORaced in Marstrand
New Zealand has established himself amongst
the elite match racers of the world in spite of his young age.
Impressive start of the season with a victory in Match Race
Germany. 2012 was Phils second time at Marstrand.
Johnie Berntsson (SWE)
World Ranking. 7
Team: Berntsson Sailing
with a Tour Card for the
very first time. Not suprising though, his sailing skills are extremely high when
at its best. However, a bit more consistent racing would
Pierre-Antoine Morvan (FRA)
World Ranking: 3
Team: Vannes Aggio
high ambitions. This year
his mind is set to beat
the team’s third place in the World Match Racing Tour
2011. Still possible, though. Berntsson sails like in trance
when he finds the flow.
OQualified to Stena
Match Cup Sweden
through US Virgin Islands in tough competition. Experience almost took Lindberg and his Swedish team to the
quarter finals, but tripped on the finishing-line this year.
Simone Ferrarese (ITA)
World Rakning: 16
Team: Ferrarese Racing
OFrench sailor becoming
Hansen’s and Williams’
greatest challenger. Morvan’s first time in Marstrand, and
like many he struggled to get it right. Few sailors succeed
the first time at Stena Match Cup Sweden.
Australia with many fans
in Sweden. 2nd in the
World Cup last year. Stayed away from matchracing for six
months since then. Difficult to get to the top with a long
break, but we can expect him back for revenge next year.
Laurie Jury (NZL)
World Ranking: 6
Team: Kiwi Match Sailing
OFrom famous New Zea-
with a young team. First
year on the World Match Racing Tour and at Stena Match
Cup Sweden. Tried to find the flow in Marstrand and
understand the conditions.
Viktor Ogeman (SWE)
World Ranking: 51
Team: Team Accure
OThe Gothenburg Wild
O A great sailor with
Torvar Mirsky (AUS)
World Ranking: 8
Team: Team Miss Sophie
OStar sailor from Perth,
OThe number one in the world, last year’s winner at Marstrand and threefold World
Champion. With Team GAC Pindar, Ian has raced more consistent than ever this year,
but lacked the final edge.
thought the waters off
Marstrand was a difficult
challenge, like so many other sailors the very first time.
Stena Match Cup Sweden was his second World Cup event
ever, many more to come. A predicted future star.
Card at Stena Match Cup
Sweden. Here to watch and
learn, but made a show. Besides an important win against
the world champion, he also gathered great experience.
Has shown true talent and is Sweden’s young hope.
land Yacht Squadrons Youth
Squad – the blueprint for
GKSS’ match racing initiative for young sailors. Finalist in
Match Race Germany. Tour Card Holder this year. Laurie’s
debut at Stena Match Cup Sweden.
“I believe that this event of the
Alpari World Match Racing Tour is
what Wimbledon is to tennis. The
natural beauty of the arena and
the spectator’s knowledge of sailing
make it a very exciting event.”
Looking back a few months, everything that happened during Stena Match Cup Sweden 2012 is all a pleasant, sunny haze.
The week was filled to the rim with meetings, parties and activities. Here is a short recap to shape up the memory.
1 RACE VILLAGE
FOOD & DRINKS
2 SPECTATOR HILL
3 RACE ARENA
4 SMCS MOORINGS
RESTAURANTS & CAFÉS
15 HOTELL NAUTIC
17 GUEST HARBOUR
11 CAFÉ MATILDA
6 LASSE-MAJAS KROG
12 VILLA MARITIME
18 TOURIST INFORMATION
7 MARSTRANDS VÄRDSHUS
13 ARVIDSSONS KIOSK & FISK
12 VILLA MARITIME
19 TOILET & SHOWER
14 GRAND TENAN
14 GRAND HOTEL
20 SWIM AREA
16 JOHANS KROG
27 MARSTRANDS HAVSHOTELL
21 SCENIC WALK
10 BERGS KONDITORI
28 ARNELL PÅ KAJEN
A Stena Match Cup Lounge
C Hot Seats
The Stena Match Cup Lounge is the heart of the Race Village, which is truer this year than ever. Many of the 14.000
guests were entertained here, and a new design with a big
veranda facing the Race Arena enhanced the atmosphere.
Also, the close connection with the Sailors’ Lounge made it
easy for guests to mingle with the competing crews between
Letting spectators and guests step onboard the DS37s and tag
along during a race is an idea that was introduced and tested
last year. It’s a chance of a lifetime to get real close to the action
on the water and it’s already a big success. The Hot Seats were
very sought after and on most days all boats were fully booked.
Sponsors, paying guests and even the Sultan Of Terengganu
were among the 42 people that tried a Hot Seat in 2012.
B Roof Top Lounge
D Children’s paradise
The Junior Arena was one of the most appreciated parts of the
event this summer. This is the main attraction for the younger
visitors and sailors. The Arena was extended to a bigger area
and with a welcoming entrance and new design it was hard
to resist a visit. As the base for Jr. Cup and Youth Match Cup
Sweden as well as the GKSS Accessibility Center, the Junior
Arena keeps improving year after year. Here everyone gets
a chance to try sailing, and together with Stena Kid’s Corner
we are now sure that Marstrand has a good offer to even the
The Roof Top Lounge at Södra Strandverket was another appreciated central spot. With a grandstand facing the Race
Arena, a lounge for mingling, and an outdoor deck for serving
food we now use the full capacity of the roof top. It was the
perfect place for having a snack and something to drink while
watching the races from the high altitude with a view that is
hard to beat. The Roof Top Lounge was once again a natural
place to use for many hospitality activities.
"Stena Match Cup Sweden is a fantastic event.
Every detail is looked after and we are made
to feel very welcome by all. It’s an awesome
venue for match racing and the crowd really
OOPEN SKY CINEMA BY STENA LINE
Stena Line took an opportunity to give the Marstrand visitors
something extra, and set up a preview of the movie Johan
Falk - Spelets Regler four months ahead of its official release.
The movie was shown on a big inflatable movie screen at the
courtyard of Carlstens Fästning in front of 1500 people. With
picnic baskets, popcorn and soda it turned out to be a cozy
and exciting movie experience that kept the audience hooked
to the screen on a chilly but memorable evening.
OHALL OF FAME
In 2012, the legendary Swedish sailor Pelle Petterson was
inducted to the Stena Match Cup Hall of Fame. During a
ceremony at the Mid Week Party, his picture was unveiled,
hanging next to other Hall of Fame-members such as Peter
Gilmour and Magnus Holmberg. The sailing veteran held an
emotional acceptance speech that showed his close ties to the
event. Not only is he a frequent visitor to the match race regatta, his name has been seen on the race boats for many years.
the professional match race sailors. It was a day with great
weather and many laughs, which was especially true on the
winning boat sailed by Dan-Sten Olsson of Stena and professional hockey player Victor Ståhlberg among others. The
Let’s Dance winner, Sigrid Bernson, also enjoyed the victory:
“We won and we had so much fun. It is an a amazing event,
great sailing and good people.”
OA DAY FOR THE CO-WORKERS
Several sponsors make an even bigger use of the event nowadays as a venue for evening arrangements organized by
themselves. Guests, partners and employees are invited to
the island to have fun, do business and watch the sailing all
at the same time. This summer, there are two good examples
of this; Stena Line and Handelsbanken.
On the Saturday, Stena had 600 employees and their families
over for a day at the Marstrand Fortress, Carlstens Fästning.
BBQ, face paint, jumping castle, football and much more
kept everyone happy.
On top of their daily 170 guests, Handelsbanken had 400
employees out on the island for an entire Saturday full of activities for the whole family. Located at the Spectator Hill facing the race arena, they were embedded in the Stena Match
Cup history. The place is called “Oldsberget”, named after
the first commentator of the regatta back in early 1990’s.
OSTENA MATCH CUP BAR
A couple of weeks before Stena Match Cup Sweden, a part
of Marstrand and the event moved to Incontro, a popular bar
in the heart of Gothenburg, which hosted Stena Match Cup
Bar. Here the guests could see the races at Marstrand on
live TV during the regatta and enjoy specially designed sailing
menus. With an atmosphere reminiscent of the After Sail at
Marstrand the Stena Match Cup Bar was a great way to expose the event and its sponsors. We might even see it return
at the Gothenburg Boat Show next year. Stena Match Cup
Bar was open for a three week period before and during the
Marstrand is well known for its nightlife in the summer, and
the festivities during Stena Match Cup Sweden turns the island
into an even hotter place to be.
The event kicked off with a ceremony filled with entertainment and a formal grand opening. After a short parade along
the Marstrand docks together with the young competitors of
Jr. Cup and Youth Match Cup Sweden, all the crews of Stena
Match Cup Sweden were presented on the Oscar stage. David Lindgren, a Swedish up and coming artist, entertained
the guests and the residents of Marstrand with his hits.
erybody was there” even if the absence of the women athletes
was noticeable. Still, it was a great evening and a chance for
sailors, sponsors and partners to mingle and dance to the
music of Cookies N Beans. Normally, this evening we get to
celebrate the winner of the Pro-AM race. Though, this year
the race was cancelled due to lack of wind.
There has never been a bigger public turn out to a prize giving ceremony in the history of Stena Match Cup Sweden as in
2012. Thousands of fans cheered for Björn Hansen and his
crew on the Oscar stage after the final and the celebrations
lasted all through the night. Societetshuset was packed to the
rafters for the Closing Ceremony and the entertainment during
the dinner featured Lasse Kronér, Sara Lumholdt and Party
Patrullen. Later on, the festivities continued with Mix Megaparty, which filled the dance floor for the third night in a row.
OMID WEEK PARTY
Half way through the regatta, the who is who among people
involved in the event were invited to the Mid Week Party. The
evening at the Stena Match Cup Lounge had a feeling of “ev-
Match Club is a nightclub arranged by Stena Match Cup Sweden on the Friday of the event week. Hosted at Societetshuset
it is one of the biggest and most appreciated annual club
nights on the Swedish West Coast and an event that attracts
loads of people to the island, certainly true even for Match
Mix Megapol moved the desirable DJ-concept Mix Megaparty
with DJ Rikard Hertzberg to Marstrand for a long weekend.
Thursday through Saturday they attracted a huge audience
from near and far to the fancy-classic Societetshuset with its
beautiful sunset veranda.
OANNUAL MEETING SPOTS
The Childhood Race, formerly Celebrity Race, attracted a
long list of celebrities from sports, entertainment and the
business world along with a big group of journalists as usual.
Well-known names such as Lasse Kronér, Sara Lumholdt,
Molly Nutley and Fredrik Petterson competed together with
Stena Match Cup Sweden lives and breathes year round. For
five consecutive years, Brandspot has organized the seminar series Meetingspot in conjunction with the big Boat Fairs
in Gothenburg and Stockholm. Notable sailors and profiles
in the industry share their latest news from the biggest sailing events around the globe – America’s Cup, the Olympics,
Volvo Ocean Race and the Alpari World Match Racing Tour.
An appreciated event, we’re glad to have noticed.
Carl-Johan Hagman, CEO
Shipping, Drilling and
Innovation Forum Marstrand
Royal presence at
nnovation Forum Marstrand is an annual seminar to which Sweden’s most
sought after public speakers are invited to talk about current topics. The goal is
to have an unconstrained discussion that
will spread innovative ideas among the
listeners and create a ripple effect that’s
noticed even far away from Marstrand. It
also makes Stena Match Cup Sweden into
a more diverse event and is something for
both partners and media to focus on beside
the sailing. Hosted at Marstrands Havshotell, this year’s seminar drew a full house
and according to Jan Torstenson, CEO of
Brandspot, the event was very successful:
“For the first time we had to let people
know early on that we were running out of
tickets for Innovation Forum. The event is
growing and for our partners it is a given
point in their list of activities. This year’s
seminar focused on different aspects of
“energy” as a concept on a personal, environmental and business level. It’s a subject
that touches what many of our partners
The seminar kicked off with Dan Sten
Olsson, CEO of Stena and Michael Löw,
former CEO of Preem, talking about how
“I have many wonderful memories
important it is for a business to be energy
efficient, both with administration and
when it comes to the products and services they sell. Both speakers gave interesting insights to what the future holds, and
what can be done today in order to use the
energy of companies and the resources of
our planet efficiently.
After a short break two new speakers took another approach to the theme.
Lottie Knutsson, communications director of Fritidsresor, focused on how good
communication with customers is vital
for a business to be successful. Kenneth
Bengtsson, chairman of Svenskt Näringsliv, stressed how good leadership can
bring out the maximum amount of personal energy from all coworkers.
Moderated by Lars Adaktusson, the
seminar ended with a panel discussion after which the 250 guests went off to have
lunch. Among the many guests listening
to the seminar was Princess Madeleine.
Jan Torstenson says: “We are very happy
that Childhood have stepped in as hosts
of Innovation Forum. It gives the event
a good frame and the fact that Princess
Madeleine, one of Childhood’s most active representatives, visited the seminar
proves how committed they are and shows
how much the event means.”
CEO of Stena, Dan Sten Olsson and Princess
Alpari World Match Racing Tour Stage 3
Stena Match Cup Sweden
Boat: DS 37 Match Racer
Designer: Jacob Vierö (DK), 1991
At Stena Match Cup Sweden, all sailors compete with the same boats, DS 37. The boat is
specifically designed for match racing. Fast
and flexible it gives the crew a real challenge,
particularly in tough weather conditions.
An event with a story to tell
n tough competition with other sports events, Stena
Match Cup Sweden keeps breaking through year after year in a media landscape that moves faster all
the time. This summer was packed with big events in
the world of sports, both internationally and in Sweden.
Nonetheless, media’s eyes were set on Stena Match Cup
Sweden. All in all we had the pleasure to host 78 accredited media representatives from at least six different nations,
who reported through media to a value of 395,6 million
Swedish kronor. As far as TV goes, the event has more
than doubled its TV-presence world wide so far, 9460 TVminutes and still counting. In addition, we summed up to
890 articles in national and international media.
From our point of view there are four aspects important
to notice when looking at the media picture; devoted
media representatives from all channels – local and international – keep coming or covering year after year,
fantastic media partners, an increasingly qualitative TVproduction and a great upswing in social media.
The event has stories for media to tell, that’s for sure.
It becomes very clear when recalling the week in a short
summary. This year, not only did media get to report
from thrilling races, with a native winner it gets very special. We also had the pleasure to have several royalties
visit us this summer; the Sultan of Terengganu, Princess Madeleine of Sweden and the Swedish King, which
didn’t reduce media’s interest in Stena Match Cup Sweden. The news angles are countless, celebrities sailing in
Childhood Race, future stars in Youth Match Cup Sweden and Jr. Cup, sponsor serving up an outdoor movie
premier and much more.
The mix in coverage show that there is a natural interest for what happens on Marstrand during the first week
of July, there is a buzz around the event and it’s not only
We’d like to deep dive into the TV-production area, which
has developed noticeably this year. The Alpari World
Match Racing Tour had sharpened its TV-focus and sent
a TV-crew of 17 people to the island for the entire week.
This not only made the TV-production better and brought
viewers closer to the action, but also made it possible to
broadcast the material live worldwide to 60 nations.
In addition, about 20 PRgenerated TV- and web-TVspots featuring news from Stena
Match Cup Sweden were broadcasted in national media. All in
all there were six TV-crews of
totally 40 people on the island
covering the event. We were particularly glad to welcome
a TV-crew from Malaysian TV3 for the third year in a
The big Swedish commercial TV-station TV 4 Sport,
produced three programs of 22 minutes that were broadcasted live from Thursday to Saturday, with summaries
of the days racing and interviews with sailors. A great
opportunity to spread the word about Stena Match Cup
Sweden, with the spotlight on the competing skippers
and their crews.
Even Swedish public radio reported from the races
and the event. And we cannot put enough emphasis
on the commitment made by the Swedish radio station
Mix Megapol broadcasting live from the island during the
week. The event is a big happening for the entire West
Coast, and Mix Megapol really succeeded in building up
expectations in advance and reporting live from the races.
Furthermore, 2012 has been the best year so far when
it comes to social media. Here we meet a dedicated target group in their preferred channels and this year we
have experienced a great interaction. Time and energy
was invested in a professional sailing blog called Sailing
Sweden, and together with Facebook and Twitter our social media suite reached out to close to 6000 fans and
followers every day.
Social media suite – facts & figures
In mid May the blog Sailing Sweden was launched. The
official blog of Stena Match Cup Sweden has guided fans
and visitors of the event through all happenings at Marstrand with a professional approach towards sailing as
a sport and to the participants in the regatta. Together
with the social media suite of Twitter, Facebook and an
interactive web, we’re humbly glad to reach out to this
dedicated target group:
8 000 blog visitors, 4 000 unique
20 000 blog page views
1262 followers on Twitter and 622 Facebook fans
ith increased activity on Twitter and Facebook and a growing number of followers, we can proudly say that Stena
Match Cup Sweden is an event that takes social media seriously.
Through these channels, fans can keep an eye on what happens
before, during and after the regatta, and take part of the happenings from wherever they are. Another step in this direction was
the start of Sailing Sweden, the official blog of Stena Match Cup
he aim of the blog was to guide fans and visitors to Marstrand. Besides giving readers a “behind the scenes” view of
the preparations, the focus was mainly on the competing sailors.
All sports need profiles and a blog can be a good instrument for
that purpose. Even if your interest in sailing is limited to one week
at Marstrand every year, you will get more out of the experience if
you know a little about the people who are racing each other out
on the water. To get quotes from the sailors and interesting statistics on your phone while you are sitting on the cliffs or watching
the races on TV at home makes things a bit more personal.
ll the skippers were interviewed before the start of the event
and many of them could be seen in short video interviews on
the docks when things heated up during the competition. Using
Twitter and Facebook as channels to spread the blog posts it was
clear that there was a big interest for what was going on at Marstand. Hopefully, the 4000 blog readers, 1262 Twitter followers,
622 Facebook fans and xx web-visitors have found an interest in
Stena Match Cup Sweden, the sailors and the sport and keep following us and coming to Marstrand.
Fabian Bengtsson, editor Sailing Sweden
PROFILE & MARKETING
DS 37 Match
sailors in total
seated guests in the
Match Cup Lounge
during the week
new member in
the Hall of Fame
Stena Match Cup Sweden
Stena Match Cup Sweden is the largest sailing event in northern Europe. Quite big! It is a great sporting event and a perfect
place to mix business with pleasure. But not less important,
it’s a very special event and tradition for the people on the
West Coast – residents and tourists. Every year we reach out
to hundreds of thousands of people through our advertising
campaign especially composed by our valuable media- and
This year the advertising concept put the sailors in focus,
compared to the duels from last year. Emphasis on the exrepresented countries by media
citement between two rivals meeting again, last year’s winner
exclusive outdoor movie
against second place, the Brit against the Swede and so on.
The campaign was rolled out in national radio by Mix Megarace committee boats
pol, in the daily newspaper Göteborgs-Posten, the business
magazine Veckans Affärer, along with billboards by the
Stena Terminal, web pages, social media etc during
the period February to July. A newcomer this year
meals served during
was the insert magazine A Perfect Guide, which
the week to officials,
produced a Marstrand-tailored insert to go with
sailors and personnel
the national daily Svenska Dagbladet and Göteborgs-Posten two days before the event kick-off.
Göteborgs-Posten, the largest daily newspathe week
per in the Gothenburg region, provided us with
advertising space earlier in the season than ever
during the week
before. The campaign started already in February, rolling on to a climax just before and during
the event. We can easily add up to 26 full-pages,
6 half-pages and numerous plugs in varying sizes
during the entire period.
sponsors and partners
Another print media was the weekly business magazine Veckans Affärer where the campaign was placed 4 times with full-page ads
prior to and following the event.
tion. We tend to think radio is produced in a booth with no
windows, but the best radio is produced right in the middle
of the action, just like here in Marstrand. And it’s even more
fun when we can bring to life activities and involve both listeners and passer-by’s, the Quiz is a good example.” says Fredrik Sandgren, Mix Megapol.
The second half of the week Mix Megapol set up a live
Quiz together with Göteborgs-Posten at the local scene called
“GöteborgsQuiz’en” with local questions to the audience and
listeners three times a day.
Airtime three weeks in advance
Not only did we reach the Mix Megapol-listeners during the
event week, they also talked about the event in airtime about
300 times three weeks in advance. In addition, we reached
out with 1053 radio spots of 30 seconds, built on the advertising concept, to Mix Megapol’s and SBS Radio’s network in
eight key areas around the country.
At the event organization, we think the entire campaign this year has outmatched all expectations. So, A BIG
THANKS to all our fantastic media partners.
guests at the outdoor
movie preview screening
hours of sun
Swedish winner in Open class
teams, Open Class
in the Match Cup Lounge
Mix Megapol, one of the biggest commercial
radio stations in Sweden, delivered a live show
full of action during the week. Covering the
public party as well as the races, Match Cupfans could take part of the event throughout the
entire week on- and off the air five times every
day. With an eye catching car, antennas, speakers
and microphones they took every chance to snap a
good story – with sailors, in Race Village, with sponsors
“It is always fun for people to see radio in live produc27
VI KOM, VI SÅG, VI SEGLADE.
AvantGarde Bk Bt (Book) & (Demi)
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Y : 100
M : 10
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