Influence Delivers 'Teamorigin Racing With Jaguar'

LONDON - July 29, 2010: influence the marketing, PR and communications agency facilitated and played a key role in creating a unique partnership between Jaguar Cars UK and TEAMORIGIN, the British America’s Cup team, for a summer of sailing in 2010.

‘TEAMORIGIN Racing with Jaguar’ will first be seen racing next week at Cowes when the team takes on the current America’s Cup holders, BMW Oracle, in a series of four races including one ‘round the island’ for the newly created 1851 Cup event.

The brand fit between TEAMORIGIN and Jaguar is as close as it gets with both premium British brands operating on a global basis and at the forefront of British endeavour and innovation. TEAMORIGIN is focused on challenging for a first British victory since 1851, when the first America’s Cup was held, and Jaguar with its new product range and award winning XJ is focused on taking on the best in the automotive world.

The marketing and communication benefits are very strong for both organisations and include excellent branding, customer & brand engagement plus a genuine ROI opportunity for Jaguar in the sailing sector where the demographic fit is strong.

This announcement highlights Jaguar’s commitment to the best of British sport under the umbrella of the Jaguar Academy of Sport, which aims to recognise, celebrate and inspire the very best of British sporting talent and success. The partnership is further strengthened by the shared focus of both organisations to strive for improved environmental performance and is demonstrated through TEAMORIGIN’s ‘Race for Change’ strategy and its partnership with the Carbon Trust, and Jaguar’s advanced Lightweight Aluminium technology, which resulted in the recent win for the new XJ of a Green Award from What Car? magazine.

Geoff Cousins, Managing Director, Jaguar UK: “This is a fantastic platform for Jaguar, further underpinning our vision for the Jaguar Academy of Sport. Just like TEAMORIGIN, Jaguar is now beating the best in world with our latest range of sports cars and sports saloons and therefore it is the perfect time to develop an even closer relationship with British sport and build the fan and customer base of Jaguar across the UK. influence played a critical role in identifying this opportunity and working with us and TEAMORIGIN to create this partnership.”

Sir Keith Mills, Team Principal, TEAMORIGIN: “We are absolutely delighted to welcome Jaguar to the team. Cowes is a very important event for us as we start the campaign to challenge for the next America’s Cup and therefore to have an iconic British brand such as Jaguar supporting us is fantastic. The fit between our organisations is excellent and I am convinced both parties will benefit substantially from this exciting new partnership. I look forward to seeing the boat fully branded racing the American team next week as will, I am sure, a large number of sailing fans.”

Alistair Watkins, Director, influence: “It is particularly rewarding to see two great British organisations forming a marketing partnership of this type and for such a great challenge. The overlapping areas of interest and alignment of values will result in some substantial marketing benefits for both parties - this is the basis for a powerful partnership.”

For further images please see http://teamorigin.com/en/media_centre/