WHYSHORE is a Stockholm based sports promotion company , specialising in global and regional commercial sailing projects. With thirty years' of combined experience, we have participated in projects encompassing several Whitbread/Volvo Ocean Races, Nokia Oops Cup and multi-hull round the world record attempts.

Among other big projects we have together participated in sailing projects such as Team SEB (Volvo Ocean Race), Assa Abloy Racing Team (Volvo Ocean Race),Team EF (Whitbread Round the World race ), Nicorette Racing Team, Skandia Maxi One Design, Toshiba Trimaran Team, Orange Sailing Team and HiQ Sailing Team 2003/2004/2005/2006 (Nokia Oops Cup).

Our current efforts are focused on Volvo Ocean Race 2008, a new Giant Multihull project as well as our European on-going Formula 60 Trimaran sailing team. Additionally we will continue to work with long term projects for the Volvo Extreme 40 circuit and the Swedish SeaCart 30 Series.

WHYSHORE's core belief is that sports promotion promises to be an attractive investment opportunity that offers a wide range of marketing activities. The total commercial value for our Partners (sponsors) is not only based upon exposure, but B2B, corporate hospitality, contacts, relations, concept and theme values. Our main objective is to achieve outstanding racing results in combination with solid and valuable media returns on investment for our Partners.

Nacka Strand/Sweden, 2006

Pelle Norberg , Klabbe Nylöf , Andreas Andersen

Why Sailing?

A wide variety of organizations are realizing that sports promotion is a valuable way to reach new markets as well as holding the existing customer base. Sports promotion can increase sales change attitudes, heighten awareness and build new and maintain existing customer relationships. Sports promotion is an important tool of marketing communication that seeks to achieve favourable publicity for a company and or it brands within a certain target audience via the support of an activity not directly linked to the company’s normal business.

Because the interest for boating, sailing and adventures are big in many countries, in the higher consumer segment as well as in the business/financial community and among youth, sailing constitutes for a perfect platform for market exposure.

To many people sailing, like golf, skiing and tennis, is a sport in which both men and women are active during their whole life. It's a leisure interest, which also becomes part of their life style and identity.

Due to the fact that new very fast and spectacular boats have entered the market, sailing has become a sport that has created interest among even bigger youth groups than before and among people with a strong articulated interest in action-sports.

One of the main purposes for companies to join sailing projects is therefore to reach people via their leisure- and sports interest and create positive associations to the company’s own trademark/products or services. To some companies the aim is even to make the own product an accepted accessory in this lifestyle.

Earlier sailing was not a spectators sport or regarded suitable for TV coverage but with modern communication technique, round the world yacht races have become some of the most media exposed sport events in the world.

As more and more companies has started to recognize sports promotion as an important and efficient marketing communication tool, Whyshore will continue their work with commercial sailing projects to meet this demand, both in their home market and on a global scale.