for Karapiro
As a result of the entire strategic re-assessment of World Rowing
and all its activities, which has been taking place since the end of
2009, FISA is re-focusing some of its major efforts in improving
and increasing world-wide television coverage of all of its
events. The Marketing team, headed by Andy Couper, FISA’s
Marketing Director, has worked hand in hand with a newly
appointed production and distribution company, Quattro Media,
as well as longstanding contractor the European Broadcasting
Union (EBU) and a wealth of other partners to make the rowing
property more attractive and more accessible to viewers world-wide on a variety of platforms.
Andy Couper tells us about the steps taken and the new strategies in place which have
helped improve this area of activity:
The World Rowing Championship regatta is
the annual highlight of our international racing
calendar – and not just for our athletes and
federation; it is the regatta which delivers and
promotes rowing to television audiences around
the world. A global promotion of rowing is one
of our greatest priorities, which is why we always
try to stage a World Championships outside
our traditional European markets once in every
Olympic cycle (Australia 1990, Indianapolis 1994,
Canada 1999, Japan 2005 and Korea 2013), but, we
have seldom been able to take advantage of the
enthusiasm with which rowing is received in the
Southern Hemisphere, and in particular, in New
Zealand. So this year in Karapiro we have some
fantastic promotional opportunities – and a few
challenges.
© Quattro Media
© Quattro Media
November in Europe is usually cold, wet and
foggy – not the most clement conditions for an
outdoor event and a month when only the most
dedicated of rowers will be out on the water. The
difference in time-zones is also something to be
considered. >
members of the FISA/Quattro
Media TV crew at work during the
first Rowing World Cup in Bled,
Slovenia earlier this year.
