International marine sports promoter, Powerboat P1, has chosen BIG Partnership to support marketing promotion for its Scottish Grand Prix of the Sea event this year.
P1’s national race series – P1 AquaX (jet-skis) and P1 SuperStock (powerboats) have experienced meteoric growth in both the USA and UK in recent years and the company has enlisted BIG Partnership to ensure its action-packed events make a splash in all the right places.
P1’s announcement of its race calendar earlier this year saw the inclusion of two new, major events in Scotland and Chicago. The Grand Prix of the Sea will come to Greenock this year, an event which was key to the appointment of BIG.
Brian Welsh, Account Director and Head of Sport at BIG Partnership, said:
P1 has done a great job in weaving itself into the social fabric of the community in Greenock on the west coast of Scotland and they have inspired the public and local businesses to get involved at all levels. The P1 opportunity is unique in that it genuinely provides value at a local, regional and international level. We are delighted to be involved with this growing event series.”
P1’s 20-event season started in Florida last month and moves to Scarborough for the P1 Yorkshire Grand Prix of the Sea on 14 May. Further race events in the United States (Florida, Indiana and Illinois), England, Scotland and Wales will be complemented by new events in Malaysia later in the year.
P1 CEO, James Durbin added: “We totally re-engineered our business five years ago to focus on creating value for our spectators, venues, racers and sponsors. Using data produced by Repucom, we have seen a quadrupling of broadcast value in the last three years to more than $35m and we are looking to these new agency partnerships to help us monetise this value.”
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