NEW SPONSOR FOR HIHO
Highland Spring, the best-selling mineral water in the British Virgin Islands,
has signed a multi-year title sponsorship agreement with the annual HIHO windsurfing
& sailing event. Effectively now the event will be known as Highland Spring
The terms of the sponsorship package include increased media spending and Highland
Spring VIP participation. The event shall also be used to leverage the brands
new Caribbean slogan: "Highland Spring- Chilling out the Caribbean".
Highland Spring has been a supporting sponsor of the HIHO event since 1997.
"Increasing our HIHO profile perfectly compliments Highland Spring's expanding
Caribbean & US market presence," explains Highland Spring International
Sales & Marketing Director Ed Sparrow. "With a larger sponsorship role
we are looking forward to broader event publicity in our key markets."
Highland Spring Natural Mineral Water dominates the bottled water market in
the British Virgin Islands. Highland Spring is distributed by TICO. "The
brands broad share of the BVI market certainly helped make the decision to invest
in the HIHO event," noted Mr. Sparrow.
Started in 1979 and originally sponsored by Johnnie Walker Scotch Whiskey,
the HIHO event is one of the largest windsurfing events in the World. Based
on a unique long-distance format, the event combines challenging windsurfing
racing with a tour of the British Virgin Islands. The racing and sailing is
complimented with activities for non-competitors plus fun parties. Participants
from over 2-dozen countries travel to the British Virgin Islands to join the
event each year.
Organizers Ocean Promotions have found success pitching the combination of
challenging racing and adventure. The event nets outstanding media exposure
in both the US & Europe, including good TV coverage.
Highland Spring HIHO is strongly supported by windsurfing industry leaders
Neil Pryde and BIC Sport. Both ship equipment to the event allowing competitors
to choose new V8 sails and Techno 283 boards.
Additional sponsorship for the event is provided by the Bitter End Yacht Club,
and the British Virgin Islands Tourist Board.
Highland Spring HIHO 2002 dates are June 30-July 7.