SEIKO’s Multi-year, Multi-phase Success Story


Not all sponsors want millions of eyeballs. This is good news for some athletes who ask, “how can I compete with sports like football?” One brand that is using sailing to make their brand more personal is Japanese watch manufacturer Seiko. Robert Wilson, Seiko’s Director of Marketing made a presentation to the International Sailing Summit (ISS) over 10 years ago, in which he described why and how the brand invested in the 49er and 29er classes.

Robert explains some timeless lessons about generating ROI for sponsors, including this 1979 Coca Cola TV commercial with a star American football player from the NFL.

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