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Libety Media’s new Formula One brains trust. (From left) Steve Bratches, Chase Carey and Ross Brawn.

With the departure of Bernard Charles Ecclestone as the overlord of all things commercial in Formula One, and the arrival of Liberty Media as the new rights holders, the sport must now be set on a course of delivering greater returns for stakeholders and deepening fan engagement.

And the portents, ahead of the opening Grand Prix in Melbourne this week, are encouraging.

Evidence of the winds of change were to be found in the ‘live videos’ littering team and driver Twitter feeds during the recent 2017 pre-season testing in Barcelona. On Bernie’s watch, such practices were forbidden.

Bernie was allergic to social media – and F1 lagged behind the times as a result.

He was “not interested in tweeting, Facebook or whatever nonsense that is”. That brazen naivety will disappear under Liberty Media’s stewardship.

The transmission of social content previously fell foul of Formula One management’s strict regime to protect lucrative broadcast contracts. Bernie’s till rang to the tune of revenue generation from pay-to-play TV rights – and exorbitant race-hosting fees.

Not any more.

As it says on the tin, Liberty is in the media, communications and entertainment business. It has a vested interest in making hay from its $A10.3bn purchase via marketing means.

Liberty’s Steve Bratches, the new commercial sheriff in town, has already stated that the focus for Liberty will be on building the equity of the Formula One brand and has cited digital as a key component.

Bratches and Co have made some headline appointments – namely Murray Barnett, formerly World Rugby commercial officer as head of sponsorship operations and former Eurosport and BT Sport research specialist Matthew Roberts, as global head of research.

This is another significant shift in approach as Ecclestone held the view that the marketing of the series was the job of the teams and their sponsors. That helps to explain why there was no dedicated marketing and sponsorship unit in the Knightsbridge headquarters of Formula One management.

Besides the illumination of the brand, I expect Liberty’s strategy to be underpinned by a more proactive approach to sponsorship activation and an aggressive push on driving celebrity and athlete personality. Who knows, Kimi Raikonen’s monosyllabic, iceman persona may finally melt away.

I also anticipate that the Grand Prix weekend experience will take on a festival-type atmosphere and there will be more openness all round in the privileged environs of the Paddock and the fabulously pretentious Paddock Club.

Bernie’s motorhome – a foreboding presence in Formula One Paddocks of the past, went by the name of the Kremlin. Refreshingly, Liberty favour a more open-door policy. It is keen to talk to Formula One stakeholders who have not previously had a voice or were wary of setting foot in the Kremlin, as it seeks to improve ‘the show’.

I expect that Formula One will be re-established in the core markets and embrace the classic circuits like Monza, Spa, Hockenheim and Silverstone. The growth regions will be Latin America, the US and Asia – as opposed to the soulless spectacles we have witnessed in the Middle East, which brought in lots of dollars, but made no sense for sponsors.

Liberty see digital as “an extraordinary opportunity to engage fans in new way”. Hallelujah to that.

For sponsorship engagement experts everywhere, this seismic shift is long overdue – and presents boundless  opportunity. It enables us to deliver added value for the current crop of Formula One partner/sponsors, opening up opportunities that previously did not exist.

Importantly, it also removes barriers to entry for potentially new partner/sponsors who had shied away from Formula One in the past for fear that the draconian regulations on rights particularly would eat away at their ROI.

On the technical front, the appointment by Liberty of Ross Brawn as motor sport managing director is a shrewd move. For all Brawn’s technical brilliance, he also recognises that the racing aspect needs fixing – to the benefit of fans and stakeholders.

His task will be to ensure a more even spread of income among the teams to narrow the gap between the haves and have nots. Creating a Leicester City moment in F1 would be marketing gold for Liberty.

It was not all bad under Bernie. In the 70s he took a disparate bunch of teams led by mechanics, wannabe racers and car salesman (like himself) and built a global phenomenon on the back of TV rights and lavish funding from promoters in far flung regions.

The previous owners, CVC private equity, which purchased Formula One in 2006, had left Bernie to his own devices as the revenues mounted. By 2015, the sport’s income had risen to A$2.3 billion.

But, after 40 years at the helm, and at the age 86, the times they are a-changing. His outmoded tactics resulted in dwindling broadcast reach (a drop of 250m in the last eight years), shrinking circuit attendance and disaffection among stakeholders.

Now is the time to give back to the fans, apply some marketing muscle, and consign dictatorial dysfunction to the wrecker’s yard.

First published in Marketing magazine


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Revolution is afoot in media circles in Australia with confirmation that the prestigious Melbourne Cup, “the race that stops a nation” will be streamed live on Twitter for the first time this year.


The hour-long stream will include the race, the build-up and post-race analysis. It marks the platform’s first live streaming deal outside the US.

“Live streaming the race to our audience on Twitter and connected devices, combined with the live commentary and conversation on Twitter, will create a one-screen experience at the centre of the action unlike any other,” a company statement said.

According to statistics released by socialmedianews.com.au, there are currently 2.8 million Active Australian Users (AAU) on Twitter per month.

It will be interesting to see what impact the live feed has on the race’s broadcast figures. More than 90 per cent of Australians over the age of 14 are predicted by host broadcaster Channel 7 to watch the race on television.

The richest two-mile handicap in the world with a prize purse of more than $Aus6.2m, the Melbourne Cup, is held on the first Tuesday in November.

History was also made last year when Michelle Payne, aboard Prince of Penzance, became the first female jockey to win the race.

The event is a triumph for long-time title partner Emirates Airlines in terms of ROO. Compared with the principal sponsors of other iconic Australian sports events or codes, Emirates’ link with the Melbourne Cup has achieved exceptional cut-through. According to Roy Morgan Research, 4.7 million people or 24.5% of the population associate Emirates with the Melbourne Cup. That compares with 15.7% (3.1 million people) for Kia and the Australian Open, 10.8% for Toyota and AFL and 10.2% for Commonwealth Bank and Test cricket.

Cup Fast Facts:

  • Australians consume the equivalent of 25 million swimming pools of champagne on Cup day.
  • In 2015, the Cup brought 26,000 international and interstate visitors to Melbourne and injected $155m into the Victorian economy.
  • At peak times, Tabcorp, the betting agency’s system, will process more than 3,000 bets a second on the Cup.
  • The race is the centrepiece of Australian horse racing’s Spring Carnival. By the conclusion of the carnival, Australians will have wagered nearly $1.5 billion since August.
  • The Cup draws an attendance of over 105,000.
  • The race is televised live to a global audience of 650 million.

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The Olympic Games throws up all manner of social media pitfalls for communications gatekeepers. Rio was no different.

While most athletes share their views and more on Twitter and Instagram as part of their daily routine, keeping those athletes on message when representing their country brings challenges for PR/media handlers in an always-on news cycle.

During the Games, where there is heightened public scrutiny of their performance, a stray 140 characters here or an ill-advised selfie there can dohorton-7 considerable harm to an athlete’s brand. Not to mention the doctrines laid down by the national Olympic body.

A nation expects. And a nation expects its champions to make a choice between tweet and compete. At least that’s what the Australian Olympic Committee (AOC) demanded prior to Rio.

Following a damning review of Australia’s performance in London which identified Twitter as one element of a toxic internal culture pervading the Olympic swimming team, the AOC warned of the kind of social media faux pas that tarnished the team in 2012. In Rio, the tweets were more sparing.

The inextricable link between traditional and social media and how what athletes say or do in print or on camera instantly finds its way to hashtagdom is a challenge for the communications chief or the chef de mission – and athletes.

One case in point was the Rio 400 metre freestyle gold medallist Mack Horton. The lanky Australian initially made his feelings known on doping in an IOC press conference before the race.

The object of his ire was arch rival Sun Yang.

Against a backdrop of systematic doping among Russian athletes prior to the Games of the XXXI Olympiad, Horton chose to air his views on a Chinese opponent who had served a three-month suspension in 2014 when traces of the stimulant trimetazidine were found in his bloodstream.

Following his narrow defeat of Sun in the final, Horton reiterated his ‘drug cheat’ claims during a poolside interview. His justification was that he preferred to compete against clean athletes rather than those tainted by doping violations.

In Horton’s defence, he corrected the interviewer when the issue of doping and rivalry with Sun was posed. “I don’t know if it’s a rivalry between me and him [Sun Yang], just me and athletes who have tested positive,” he said.

While Horton contained his views to the TV cameras, his comments ignited a bushfire on social channels in China.

When Sun broke down in tears during his post-race interview with Chinese television, the backlash moved swiftly from traditional social soapboxes to the Chinese favourites Weibo and Wechat.

horton-2Horton went from obscurity to gold medallist to an object of hatred and rabid nationalism in the space of a matter of hours.

Horton’s personal Facebook page was deluged with vitriol. Offensive comments on his Instagram account ran to hundreds of thousands. Many of the posters were Chinese students from western universities. His Wikipedia page was also maliciously invaded. Rest assured libel lawyers would be keenly interested if they had appeared in print.

Before we knew it, the spat had evolved from sport to foreign affairs, inflamed by Australia’s stance on the disputed islands in the South China Sea. Never let anyone tell you that sport and politics are not entwined.

The AOC issued a statement on Horton’s behalf. “Mack is entitled to express a point of view,” it read. “Under the team values ASPIRE the E stands for express yourself, that is his right. He has spoken out in support of clean athletes. This is something he feels strongly about and good luck to him.”

Meanwhile, Chinese state news agency Xinhua gave voice to Chinese swim team manager Xu Qi. “We have been noticing what has been said in the past two days by Horton, who launched a malicious personal attack [on Chinese swimmers],” Xu said.

“We think his inappropriate words greatly hurt the feelings between Chinese and Australian swimmers. It is proof of a lack of good manners and upbringing. We strongly demand an apology from this swimmer.” None was forthcoming.

The interesting aspect of the furore over Horton’s anti-doping standpoint, was that it was not triggered by a throwaway remark on his social channels unlike some of the more notorious celebrity Twitter spats of recent times. Far from it. It had its roots in traditional media.

The Horton-Sun scenario is symptomatic of this modern age of media convergence. Athletes should assume that what they utter in a TV or print interview will be seized upon in social media if their views run contrary to popular opinion in some quarters.

An even if Horton’s intention was not to single out Sun, that is how it was interpreted by the vast millions who inhabit the social space in China – as well as a slight on a proud nation.

One man’s TV sound bite, albeit a beneficent moral stance on doping, can be a red rag to a keyboard warrior.

First published on https://prismworldwide.wordpress.com/


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It isMAX 2.PNG Saturday of the Macau Grand Prix weekend. Father and son, racers both, are shooting the breeze.

The pair are crouched together on tool boxes at the rear of the Van Amersfoort Racing Formula Three team pit box. They are surrounded by tyres, aero bodywork – and chaos. Mechanics clang spanners, air guns whir, the boisterous din of touring cars attack the senses. The aroma of race fuel clogs the nostrils. This environment is their idea of heaven.

They are discussing set-up, braking points and precise traffic management on the narrow ribbon of tarmac which threads its way through the former Portuguese enclave.

Except this is no ordinary father and son. This is Jos Verstappen and his precocious sibling Max.

This is a parent-protégé union founded on a ravenous passion for motor racing. Extreme speed, intolerable g-forces, mind, body and machine exploring the limits. Confronting the ultimate risk. This is their fix.

In each other’s company, they talk only on their specialist subject. Motor racing is the solitary thing on their minds. Always has been. Veer off topic and the conversation is brought back to their comfort zone.

There is measured affection, but nothing tactile. Their admiration is unconditional, understated and unpretentious. There is mutual respect when they talk of each other. This is a special bond. This is a mateship.

Engines, cars, bikes have been the glue in their relationship since Max debuted in a kart at four and a half years of age. A progression through Dutch, Belgian and international classes culminated in the first of two world titles at 13. The second came two years later in the elite KZ1 class.

He graduated to tests in Formula Renault in 2013 and dabbled with the Florida Winter Series, organized under the auspices of the Ferrari Driver Academy.

In 2014, his first full season of open-wheeler racing, he campaigned in the FIA European Formula Three Championship where he finished third.

What happened next belongs in a fairy tale.

Macau is a season-ending diversion. Of much bigger importance is the fact that Max has recently been announced as a Scuderia Toro Rosso race driver for the 2015 season. It is an unprecedented ascent to the pinnacle of motor sport. An ambition fulfilled. Almost.

Max and Jos.jpgHelmut Marko, the head of Red Bull Racing’s driver development programme, and arch talent spotter, plucked Max from relative obscurity just like Sebastian Vettel, Daniel Ricciardo and Daniel Kyvat before him.

Max would thus become the youngest world championship grand prix driver in the history of the sport at the season-opening Australian Grand Prix at 17 years and 166 days.

The announcement had been met with surprise, intrigue – and stinging criticism from Jacques Villeneuve.

The French-Canadian, the world champion of 1977, is never one to proffer a bouquet where a brickbat will do. “I think Max is an insult. Does Red Bull realise it is putting a child in Formula 1? Before you start playing with the lives of others, you have to learn, and it is just not Formula 1’s role to teach,” he tells Italian motorsport magazine Omnicorse.

Max offers a counter view. “In the end age is just a number,” says Max, tall and lean and with chiselled cheekbones borrowed from his Dutch father.

“The Red Bull Driver programme prepares you well. I feel like I am ready and I feel like I belong in Formula One. I’ve been chosen because Toro Rosso and Red Bull believe in me and I aim to repay them by not letting them down.

“If I didn’t think I was good enough, if Red Bull didn’t think I was good enough, I wouldn’t be in Formula One.

“Some people have said that to step in to Formula One after just one season of car racing is too soon but I want to prove those people wrong.”

Shooting a gaze at his father, in search of added weight for the case for the defence, he adds: “I’ve always had my Dad with me. He was my mechanic, my coach and my engine tuner, so we have done everything together. I think that was a great help for me.

“Sometimes fathers are always positive about their sons, but you also have to be straight and honest. That is what we have between us. He pushes me in only the things that he and I both know I can do better.

“He never pushes me to go faster. Only to do things better. To be a better driver and a better person outside of the car. If I make mistakes, he doesn’t need to tell me what I already know. We’re always trying to make myself better than him – even my Dad wants that.”

Jos, now 42, solid as a rugby union front rower and equally uncompromising, completed 107 grands prix in a career spanning nine years.

Considered a formidable opponent by his contemporaries, fast and belligerent – often leading to close encounters with gravel traps – it is also widely acknowledged that his natural talent and undisputed desire was held back by inferior machinery at Simtek, Footwork, Tyrrell, Stewart, Arrows and Minardi.

In a competitive car at Benetton, alongside Michael Schumacher in 1994, we saw glimpses – as podiums at Hungary and Belgium will attest to.

But this is Max’s time.

Jos weighs into the debate over age, as a proud father and someone who recognises, like no other, his son’s exceptional skills at the controls of a modern Formula One car.

Multi-faceted energy-boosting, hybrid power unit, bucket loads of downforce, almost 900bhp under the right foot, speeds in excess of 330 km/h – it’s a lot for a 17-year-old to take on.

Max Jos 2“People who criticizes Max for being in Formula One because of his age – those people don’t know Max. Of course they are waiting to see how he handles the pressure of Formula One and maybe waiting for him to fail,” he says.

“I have been working with him on his racing for the past 10 years. He has so much more experience than other kids of 17. He has been around motor sport since he was a child. It is his life. We have done everything ourselves, up until the moment we signed with Red Bull.

“The only thing he ever wanted to do was to be a Formula One driver. As a father and a coach, I know he can handle the pressure. I have no doubt about that.

“I have tried to do everything I can to make him a better driver. In the end, whether it’s a kart, a Formula Three car of a Formula One car, it is all about feeling. It’s about building up momentum over a race weekend. If he makes mistakes, he will learn and learn fast.”

What about mental preparation – a pet subject when it comes to determining whether a teenager not yet old enough to hold a driving licence should be allowed to enter the cauldron of Formula One.

“Mentally prepared? What is mentally prepared? I don’t really believe you have to prepare someone mentally for Formula One. Your mental state has to be good to be in Formula One. Otherwise you will suffer,” Jos counters.

“Max is a smart kid. I don’t have to work on the mental side with him. When I speak to his engineers they are impressed by his ability to adapt.

“I know how good he is. I spotted it when he was nine years old. You could see he had something special and we will all see that in the future.

“He knows himself if he makes a mistake and his race ends, it’s his fault. There is no need for me to say anything to him. If he’s not happy with himself, so there’s nothing I can add.

“He will learn from any mistakes. He is a more complete driver then me. Smoother, more precise. He has the right amount of intelligence and aggression.”

Ah, yes aggression.

Outwardly Max is impressively level-headed and articulate for 17 but he is also his father’s son.

In Max, you suspect that there may be traces of Jos’s emotional molten lava, his famed volatility, bubbling under the surface. Over time, we may yet see it.

But for now, he’s a pimply kid living out his dream in a hard man’s world

My previous encounter with Max was in 1998. He was 18 months old and sat restlessly in a pram over dinner on a Saturday night in a restaurant adjoining the Autodromo Nazionale Monza. Jos would contest the Italian Grand Prix the following day.

In those days I shadowed Jos as PR Director of Stewart Grand Prix, where he drove alongside Rubens Barrichello in the back half of the 1988 season. He displayed an intolerance for an ailing Stewart-Ford SF02 with a carbon fibre gearbox casing which was prone to overheating. Often.

Of course, Jos is best remembered for being the central character in a dramatic pit lane inferno during the 1994 German Grand Prix at Hockenheim.

So, what about the inherent risks? Having watched footage of his father’s Benetton being engulfed in flames with Jos still in the cockpit, breathing in asphyxiating fumes, does it make Max question his chosen profession?

“I have seen the fire. Those things can happen – at least when we had re-fuelling. It is part of racing,” he says matter-of-factly. “There is always accidents in racing. This is what we do as race drivers. These are the risks.”

Aggression and impetuosity have surfaced in Max’s burgeoning F1 career. Also Irritation over a spate of technical failures not of his making in his maiden Formula One season. There has also been a very public rookie pilot error in Monaco where he found the Ste Devote barrier after tagging the rear of Romain Grosjean’s Lotus under braking.

Max become Formula One’s youngest-ever points scorer with seventh place in his second race at Sepang, Malaysia. Leading to the Singapore Grand Prix in September, he had amassed 26 world drivers’ championship points and a ton of admirers. Fourth place in Hungaroring has been the highlight – Toro Rosso’s best finish in seven years.

On the other side of the Toro Rosso garage sits Carlos Sainz Jnr, another rookie and son of a gun. Sainz, Max’s immediate yardstick, has 9 points.

To counter the criticism of Jacques Villeneuve, consider the thoughts of British television broadcaster Martin Brundle, who has called F1 races for the best part of two decades. “We’ve got a megastar on our hands in the making here. What confidence in the car,” he said recently of Max.

“Verstappen will be in a world championship-winning team before he is 20. He is showing all the hallmarks of a Senna, of a Schumacher in my view.”

With time on his side, who’s to say Max Verstappen might not become the daddy of them all.

We end with a rapid-fire Q&A.

Q: Motivation?

Max: The smell of fuel and the noise of an engine.

Q: Blonde or brunette?

Max: Doesn’t matter.

Q: What car do you drive?
Max: I don’t have a car yet. I don’t have a licence.

Q: Sporting hero?

Max: My dad.

Q: Ultimate ambition?

Max: To win the world title.

Q: Favourite food?

Max: Meat.

Q: Favourite drink?

Max: Red Bull.


(Published in the December issue of Blackbird Automotive Journal) 



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With a US GranF1 Grand Prix of Abu Dhabi - Previewsd Prix grid reduced to 18 cars, and the whiff of ongoing boycott in the breeze, Bernie Ecclestone finally admitted that Formula One’s financial model has hit the barriers.

In a frank confession, Ecclestone said that the current commercial distribution deals, mostly brokered by him, were the root cause. “The problem is there is too much money probably being distributed badly – probably my fault,” went Ecclestone’s mea culpa. “But like lots of agreements people make, they seemed a good idea at the time.”

So, despite the fact the sport will generate in the region of £1.25bn this season, Marrusia and Caterham have entered administration and were absent from Austin and unlikely to be seen again. Their plight is cause for alarm and, for once, the fixer appears powerless.

One solution, Ecclestone said, was to rob Marco to pay Vijay.

“We have to decide the best way to sort this whole thing out. Frankly, I know what’s wrong but don’t know how to fix it. I would put that money together to divide among the three or four (teams) we know are in trouble but are not going to run away with the money, and then I will put in the same amount of money.”

To add to Bernie’s woes, three cash-strapped teams, Force India, Sauber and Lotus, had stirred up talk of no-race in Austin. The boycott was averted by the intervention of the sport’s majority shareholders, CVC Capital Partners.

The latest offer from the private equity firm which continues to suck considerable financial lifeblood from the sport, is an one-off payment of £100m to those smaller teams. That is merely a band-aid where a tourniquet is required.

Earlier this year, mindful of the looming financial kerfuffle, the FIA proposed cost capping for the 2015 season.

Those plans were abandoned in April following resistance from the F1 grandees (Ferrari, Red Bull, Mercedes, McLaren, Williams) who comprise the decision-making F1 strategy group along with a sixth member – the floating best of the rest.

FIA President Jean Todt, lamented that the FIA could not not impose the cap “if the commercial rights holder [Bernie Ecclestone] and six teams are against it”.

Instead, he added, if the governing body could not enforce a cost cap then measures would have to be introduced instead through the sporting regulations. We await the FIA’s response.

Another spectre sitting in Ecclestone’s in-tray is a potential breach of an agreement between the FIA and Ecclestone’s Formula One Management over the minimum number of entries required at each race. What happens if the grid dips below the agreed minimum? A number we are not privy to.

If, the wealth distribution issue cannot be resolved, Marussia and Caterham are joined on the scrap heap, and the bigger teams are not prepared to run third cars (nor should they), where does that leave Ecclestone’s agreement?

Might there also be legal action from individual race promoters if the minimum requirements for grids are not met in Brazil and Abu Dhabi? Might all of the above trigger a parting of the ways between Ecclestone and CVC?

“It’s not like having the flu and taking a few tablets and it will disappear,” he says.

Brazil is in four days Bernie. Let’s hope the head clears by then.

Questions of Allegiance – Part II

Here at Funny Peculiar Towers, we take little pride in saying we told you so. But, when it comes to Kevin Pietersen – ons het jou gesê.

Many cricketing summers have passed since FPE grew suspicious of Pietersen’s understanding of allegiance. The recent launch of KP: The Autobiography, confirms it once and for all.

Among the many grievances aired in the sad tome, those aimed at former England coach Andy Flower are particularly sharp. “Contagiously sour. Infectiously dour. He could walk into a room and suck all the joy out of it in five seconds. Just a Mood Hoover. That’s how I came to think of him,” Pietersen claims.

But, wait, is this the same Andy Flower referenced in glowing terms by Pietersen in an interview in 2009? “My opinion of Andy has shifted hugely over the past few months. On the West Indies tour he was an absolute superstar. I loved working with him.”

Switch hit anyone?

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China on the rise

IMG_0085Having become the largest manufacturers of Optimists in the world, established a global sales network for one-design racers and performance cruisers, Shanghai’s Far East Boats, harbours hopes of putting its name to the first America’s Cup entry built in China. That is the lofty ambition of chairman Demolar Du Yingying (left).

Far East Boats, the company she founded with her husband Lu Weifeng in 2002, has produced over 14,000 yachts with a distribution footprint which reaches western Europe, Asia-Pacific, South America, South Africa and Russia.

The range spans from youth dinghies like Funboats and Optimists, Lasers, International 420s, under licence to ISAF, to catamarans such as the Rosella 36C unveiled at the Shanghai International Boat Show earlier this year.

In 2009, Far East entered into a partnership with the Dutch-South African designers Simonis Voogd. The fruits of that collaboration come in the shape of a fleet of 16 FarEast 28Rs among the 108 entries in this week’s 8th edition of the China Cup in Daya Bay, Shenzhen.

Ms Du Yingying cited the rise of the Chinese participation in global sailing events, and burgeoning Chinese engineering and manufacturing expertise as reasons why an America’s Cup entry emerging from the Far East boat yard in Qidong, Jiangsu Province might not be a forlorn hope.

“If you look at the number of good Chinese sailors competing in the China Cup and other major regattas in the Asian region and around the world, we are building a solid foundation,” Ms Du Yingying says.

“Also, with the acceptance of products coming from Chinese builders like Far East Boats in global markets, our technical, engineering and manufacturing capability if gaining respect – and earning customer loyalty.

“We have had Team China in the America’s Cup and currently we have Team Dongfeng in the Volvo Ocean Race, so one day I hope as a nation that we can reach our ultimate dream. We are growing our all-round expertise, and we certainly have the desire.

“We also need to have a full Chinese crew on a Chinese-manufactured America’s Cup boat to satisfy our country’s passion for sailing.”

To underline the point, Dongfeng Race Team, represented in the China Cup by a number of Volvo Ocean Race reservists, clinched class victory in IRC Division B.

Team coach Bruno Dubois explained that the objective is to expose the Dongfeng underlings, some of whom will feature on future Volvo legs in the current iteration of the race, to competitive sailing whenever possible.

“The aim is to put the sailors in a competitive environment when we get the opportunity, and the China Cup is the biggest regatta in the country and one of the biggest in Asia, with the quality going up every year,” he said.

“I was at the China Cup a year ago looking for talent and there were certain qualities we were looking for such as strength and fitness. But the main thing is spirit, and that is what these sailors have. Spirit is the most important quality.”

To help the bottling of tscenichat spirit, Far East Boats has also launched training initiatives with over seven yacht clubs all over the country. The majority of clubs in China, which now number 40, have adopted their training techniques. The results are speaking for themselves.

“As an example we have four clubs in Shanghai and Suzhou and at one of them 6,000 people came for sailing training for the first time this year. We also hold team building events at those clubs where we attract the corporate sector to try sailing,” Ms Du Yingying says.

“We educate them about sailing and then they get to try it for themselves. In this way we are helping to introduce the whole country to sailing.”

That growth resulted in China’s first ever gold medal in the Laser class at the London 2012 Olympics for Xu Lijia. That followed gold for Yin Jian in the woman’s sailboard at Beijing in 2008.

Far East also collaborated with the organisers of the China Cup to stage a regatta in Shanghai in September featuring 14 teams competing in Far East 18 and Far East 26 racing yachts. The event attracted over 20,000 spectators to the marina.

Far East’s effort in growing sailing participation in China was recognised with a special achievement award at the China Cup annual gala dinner.

The secret of Far East’s growth, Ms Du Yingying says, is a strong team ethic, and the time and resources they invest in market research and taking learnings from their distributors in the regional markets.

“We have a highly skilled team at Far East with exceptional technical expertise,” she says. “We have 10 Chinese engineers at the boat yard who focus on attention to detail and craftsmanship. We are very proud of their work and their efforts to raise the profile of Far East in the sailing world.

“We have not been afraid to take the feedback from our distributors in the international markets in an effort to constantly improve our products.”

So, will we have an America’s Cup entry stamped “made in China” in the future? “No, ‘made in Shanghai’”, she quips.


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Notwithstanding the odd Chinese and Korean badminton player, a Belarusian shot putter, and a cashed-up US basketball team which had no place being there, London 2012 was largely about fair play in the pursuit of precious medals.

For the past two and a half weeks, young sportsmen and sportswoman have adhered to the Baron Pierre de Coubertin principle and made the inhabitants of Britain feel happy and glorious again.

As of today, athletes from Armenia and Azerbaijan to Zambia and Zimbabwe via Kiribati and Krygyzstan who enthralled us with their running, jumping and paddling will be replaced by overpaid bores whose specialist sports are spitting, goading and feigning injury. Welcome to the new English soccer season.

Where once, the front and back pages were filled with tales of honest endeavour, there will be kiss-and-tell tattle of extra-time romps, nightclub fracas and obscene salaries. Throw in terrace hostility and the Olympic glow is a distant memory.

One can only hope that the words of national manager Roy Hodgson are heeded. “The Olympics have really shown us the way to go,” he said ahead of England’s match against Italy.

“So there is now an extra burden of responsibility on our players to make sure they are good role models and professionals in the way they speak to the nation as our athletes have done.” Phew, some hope Roy.

“It’s been very refreshing to see talented people showing a good face to the nation and the world at large,” he added.

“The way that Team GB have conducted themselves in a home Olympics must make the world of  athletics very pleased and proud and so many of them have done such a great PR job.”

Speaking of bad PR jobs, step forward Kevin Pietersen who attempted a very public career suicide this week.

This in a week when England face a South African team eager to topple Andrew Strauss’s men from their No.1 spot. And a week which should have been equally dominated by Strauss’s 100th Test appearance – at Lord’s.

Pietersen wanted to play for England on his terms – a schedule where he could pick and choose between T20, 50-overs and Tests and trouser several million rupees in the Indian Premier League.

Naturally enough, the suits of the ECB were not amused.

Pietersen saw opportunity in a riotous 149 in the second Test at Headingley to launch a stinging attack on the game’s rulers and suggested that all was not well in the England dressing room. “It’s not easy being me in there, he said.” Retirement was threatened.

His handlers then thought it a smart idea to issue an incredulous Youtube apology which included a pledge to represent England in all forms of the game.

He made that without the ECB’s knowledge and was subsequently dropped for the third Test when it was revealed that he had sent unsavoury remarks about Strauss and others to the South African camp by sms.

After repeated prompts from the ECB, a further apology was duly delivered, this time by email …

“I did send what you might call provocative texts to my close friends in the SA team. The texts were meant as banter between close friends. I need to rein myself in sometimes.” Indeed.

Pietersen’s mea culpa was met with a cool response from England managing director Hugh Morris.

“Further discussions need to take place to establish whether it is possible to regain the trust and mutual respect required to ensure all parties are able to focus on playing cricket and to maintain the unity of purpose that has served us so well in recent years,” he wrote.

That doesn’t exactly sound like a ‘let’s shake hands and put this sorry saga behind us’ does it?

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