Shoe Brand Looks To Take Sports Sponsorship Global
Sperry Top-Sider, long associated by logo to the sport of sailing, is expanding its sports marketing and sponsorship strategy to take the brand global. The brand is in the process of evaluating sponsorship opportunities with international athletes, teams and world-class sailing events to support its expansion of the Sperry Top-Sider performance and lifestyle brand to new global markets. The first move in this initiative is the creation of Team Sperry, a collection of 30 Olympic sailors from around the world.
In the U.S, Sperry is already an avid supporter of sailing. The apparel brand currently has partnerships with U.S. Sailing Team AlphaGraphics, the New York Yacht Club Invitational Cup, Key West Race Week, Charleston Race Week and other grassroots events throughout the country. The creation of Team Sperry will help expand the brand internationally ahead of the London Olympics.
“We are thrilled to announce our partnership with these world-class athletes and are looking forward to helping the members of Team Sperry achieve their dreams of reaching the podium in Weymouth in 2012," said Craig Reingold, President, Sperry Top-Sider, LLC. "As the inventor of the world’s first performance boat shoe, our heritage has always focused on technology and innovation and our commitment today maintains that focus as we continue to push ourselves to create the world’s greatest sailing footwear products.
According to executives, the brand's partnership strategy will go beyond marketing to include partners in aspects of product development.
"The expertise of the Team Sperry sailors and their collaboration with our product development organization will assist us and, over time, benefit all sailors looking for the most technically advanced footwear to elevate and enhance their performance," says Reingold.