B&Q/Castorama (Kingfisher Group) Offshore Challenges Sailing Team, 1998–2006
Kingfisher plc began their sponsorship of Ellen MacArthur in 1998. They took the initiative of a 'test' sponsorship supporting Ellen in her participation of the solo Route du Rhum race in November of that year. The sponsorship was a success as Ellen claimed victory in her class and her coverage in France was extensive and for Kingfisher this was key.
Kingfisher were in the process of acquiring French DIY retailer Castorama and were looking to improve and soften their commercial profile in this country. Ellen was a sailor that the...