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Alpari appoints Capitalize to create global sponsorship activation platform
Publication date: 20 June 2012
The BrandFan® Agency has been appointed by Alpari, a global association of companies providing online foreign exchange (“Forex”, “FX”) trading services, to help activate its new five-year global sponsorship agreement with the Alpari World Match Racing Tour.
The agency, which specialises in sponsorship, PR and experiential marketing, has developed an experiential campaign to introduce Alpari’s award-winning online trading services to the Tour’s global fanbase.
Created from two 20ft shipping containers, the ‘Alpari Clubhouse’ is an interactive fan hub giving visitors the chance to get under the skin of online trading and to trial Alpari’s cutting-edge trading platforms. The unit provides a roof terrace for hosting guests while visitors are also invited to grab Alpari money in the Currency Catch cube to qualify for a prize draw to win an iPod nano.
Thousands of Alpari World Match Racing Tour fans have already enjoyed the ‘Alpari Clubhouse’, at the first event in Germany, while other fans across the world will get a chance to experience it at future events.
Capitalize has a long heritage in sailing, having developed marketing campaigns for Puma Ocean Racing, Skandia, Volvo Ocean Race, Royal Yachting Association and the International Boat Show. The agency has also implemented the Alpari World Match Racing Tour’s global PR since 2010.
Richard Moore, CEO at Capitalize, commented: “Sailing is a core area of our business and we’re delighted to be helping Alpari activate its first truly global sponsorship at the pinnacle of sport. Alpari is a fast-growing and ambitious brand with a real desire to engage with the Tour’s fanbase – we’ve really enjoyed developing the ‘Alpari Clubhouse’ and look forward to working with Alpari to bring it to life throughout the season.”
David Stuart from Alpari said: “Having Capitalize on board will help the Alpari companies reach out to even more fans of the Alpari World Match Racing Tour worldwide.”
The Alpari World Match Racing Tour features some of the world’s best sailors who each compete for the ISAF Match Racing World Championship and the largest prize purse in professional sailing (US$1.75 million). The ‘Alpari Clubhouse’ will next be open to fans at Stena Match Cup Sweden, the third stage of the 2012 Alpari World Match Racing Tour, which takes place in Marstrand from 2 to 7 July.
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