After a trial run in 2017, Norway-based global outerwear company Helly Hansen has signed on as naming sponsor of what is now “Helly Hansen Chester Race Week” 2018, North America’s largest annual keel boat race week.
“We are absolutely thrilled to welcome Helly Hansen on board as the first-ever presenting sponsor in Chester Race Week’s 163-year history,” said Cynthia Spraggs, 2018 sponsorship chair.
“Helly Hansen is a global sailing icon and their decision to partner with us validates all the hard work our volunteers have done over the years to modernize and professionalize Chester Race Week while maintaining our famous East Coast warmth and energy.”
Helly Hansen is working towards being the No. 1 global sailing brand. Marketing Director Damien Etchaubard approved a modest sponsorship opportunity in 2017 based solely on the regatta’s deep history and reputation as one of the largest and best-run regattas in Canada. His team’s extraordinary experience on-site in 2017 convinced him to accept the three-year presenting sponsorship position.
“Chester Race Week is the regatta people look forward to each year in Canada. They blew us away last year with amazing sailing conditions, the large number and diversity of sailors and visitors and their professionalism, sincere hospitality and positive energy,” Etchaubard said. “Helly Hansen makes the best gear for the toughest sailing conditions and the waters off Chester, Nova Scotia, are the perfect environment for sailors to put our apparel to the test.”
As part of its three-year partnership, Helly Hansen will expand its presence at Chester Race Week with enhanced attendance on land and water and offer a wider product offering on site. Helly Hansen is the brand trusted by professionals, as seen through its partnership with the Canadian sailing team and Sail Canada.
“We’re developing imaginative ways to bring the Helly Hansen brand to life on the water and on land. Things like a pop-up store, spinnaker logos, product placements and more interactive ways for sailors and sailing fans to experience everything Helly Hansen offers. This is a chance to present our brand to the people who matter most to us,” Etchaubard added.