An exceptional partnership

The Rolex connection with sport activities goes back to 1927 when Mercedes Gleitze swam across the English Channel wearing a Rolex Oyster on her wrist.

What does Sydney, Hobart, San Francisco, Plymouth, Miami, Porto Cervo, Copenhagen, St Tropez, Singapore, Minorca, New York and Malta have in common?

Well, let's avoid lengthy guesswork and, getting straight to the point, it's agreed that these venues all enjoy scenic coastlines which naturally motivate healthy aquatic leisure interests. Undoubtedly, among these one finds sailing as a common factor.

That's close but not close enough.

For Sydney, Singapore, Copenhagen, St Tropez, New York, Malta and the entire cited destinations have a strong mutual bond - they all promote famous yachting events associated with the same sponsor - Rolex.

Just a few weeks ago Malta hosted the 25th edition of the Rolex Middle Sea Race where a multi-national fleet of 50 yachts contested what is acclaimed in the yachting world as 'the most beautiful course in the world and one of the most challenging'.

Twenty-five editions started in 1968 with eight local entries that, like a rainbow, had both bright and dark flashes. Today, the race is facing heartening horizons.

Georges Bonello Du Puis, Commodore of the Royal Malta Yacht Club, acknowledges the fact that further to the strong endeavour and commitment shown by the club and other collaborators, "the revival of the MSR owes much to the huge involvement of sponsors Rolex."

For while the administration and organisation of the event is a total Royal Malta Yacht Club priority, the significance of having a sponsor of the calibre of Rolex is carved in their promotion and marketing strategies and in their high-level influence to attract some of the world's finest syndicates to 'their' events.

This was the beginning of a distinctive association era between Rolex and initiatives commended for their excellence like that of 1953 when Sir Edmund Hillary attained the first successful ascent of Mount Everest.

Today, Rolex is behind some 150 major sport and cultural events worldwide where their style of approach and communication with the respective organisers has such a refined characteristic that overall Rolex is not only respected as a sponsor but moreover held as a partner.

The Rolex extensive yachting calendar forms part of the company's exclusive sponsorship alliance with four other sport disciplines, namely equestrian, golf, motor racing and tennis as well as with arts where principal operas, jazz and classical music manifestations make up the agenda.

Modes of association

Sponsoring is one of three modes of association Rolex follows in its promotion and marketing philosophy to link its name with commendable initiatives and individuals that in their own way tally with the company's qualities - style, elegance, performance and endurance.

The two other forms of association are known as Ambassadors, where a number of high-profile celebrities are in effect regarded as ambassadors for the brand, and Philanthropy where recognition is bestowed on individuals who excel in their field whether this be in science, technology, exploration, arts, environmental and cultural heritage.

Among the 40-plus Rolex Ambassadors one finds artists like Eric Clapton, Anna Netrebko and Placido Domingo, explorers like Sir Edmund and Jean Troillet, and sport personalities like Nadine Capellmann (equestrian), Phil Mickelson (golf), Justine Henin-Hardenne (tennis), Sir Jackie Stewart (racing driver) and Paul Cayard (sailing).

Yes, this is the level of play Malta's major yachting event - the Rolex Middle Sea Race - enjoys in the world of sport and beyond.

A name of particular interest and significance in the history of the Rolex Middle Sea Race is that of Arthur Podesta who has sailed in all 25 editions of the race.

Podesta believes that the RMSR is firmly contributing to Malta's aspiration of becoming a major yachting hub.

"It is a well-known fact that important yachting events have a large world-wide following in the media both by people who sail and non-sailors alike," he said.

"The RMSR has over the years had a very large following from the non-sailing community, and the Rolex involvement as sponsors over the past three years has increased global interest by far".

Undoubtedly, reflecting on the echoes of a successful story revives pleasant memories of experiences that are there to cherish and proudly remember.

But the wind is picking up again and the race has to go on and continue with its exceptional partnership for, as announced by Malcolm Lowell, Managing Director of Edwards, Lowell Co. Ltd, Rolex S.A. have extended their sponsorship to the 607-mile classic yacht race of the Mediterranean by a further three years.

Congratulations and 'good winds'!

The Rolex yachting calendar

1. Rolex Miami OCR - Miami, US
2. Rolex Farr 40 World Championship - Sydney, Australia
3. International Rolex Regatta - St Thomas, USVI
4. Rolex Transatlantic Challenge - New York, US/Cowes, UK
5. Rolex Race Around the Isle of Wight - Cowes, Isle of Wight, UK.
6. New York Yacht Club Annual Regatta. Presented by Rolex - Newport, US
7. Bol d'Or Rolex - Switzerland
8. Giraglia Rolex Cup - St Tropez, France/Genoa, Italy
9. Rolex Swan European Regatta - Cowes, Isle of Wight, UK
10. Rolex IMS Offshore World Championship - Mahòn, Minorca.
11. Rolex Swan American Regatta - Newport, US
12. Rolex Fastnet Race - Cowes/Plymouth, UK
13. Rolex Baltic Week - Neustadt, Germany
14. Maxi Yacht Rolex Cup - Porto Cervo, Sardinia, Italy
15. St Francis Big Boat Series. Presented by Rolex - San Francisco, California, US
16. Rolex International Women's Keelboat Championship - Annapolis, US
17. Rolex Middle Sea Race - Malta
18. Farr One Design Invitational Regatta - Miami, Florida, US
19. ISAF Rolex World Sailor of the Year Awards - Singapore
20. The Rolex Trophy - Sydney, Australia
21. Rolex Sydney to Hobart Yacht Race - Sydney/Hobart, Australia

Note - The next Rolex Middle Sea Race will start on October 22, 2005.