Volvo - Volvo Ocean Race 2005-06: Life at the extreme - a brand and sporting challenge

Few sectors are as competitive, and dependent on effective brand marketing, as the car market. In order to develop a set of clear and distinctive brand attributes, not historically associated with the brand, that Volvo first became involved in the world's premier round-the-world ocean sailing race - known at the time as the Whitbread Round the World Race - in 1997-98.The success of this sponsorship led Volvo then to purchase the race, and to become the rights holder.

Volvo – Volvo Ocean Race 2005–06: life at the extreme - a brand and Sporting Challenge

BRAND BACKGROUND

Few sectors are as competitive, and dependent on effective brand marketing, as the car market. With a constant stream of new model launches,...

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