Why is Sodebo associated with the world of competitive sailing?
It all began in 1998, when the French won the World Cup. The company Sodebo, leader in its field, is still unknown to the consumer. It is therefore going to question the positive impact of sport in society and also the media coverage that a sporting event can bring to a brand.
Sodebo decided to associate its brand with the Vendée Globe.
The company went on to build its own 60-foot IMOCA monohull and it was in 2000 that Sodebo took part in its first edition of the Vendée Globe as a shipowner alongside Skipper Thomas Coville. Finishing 6th in the rankings, the skipper was then keen on multihulls. The company Sodebo will accompany the skipper and that is why the company became a multihull owner 20 years ago with the ORMA 60-foot Trimaran in 2004, the Maxi Trimaran Sodebo in 2007, the Sodebo Ultim in 2014 and the current Sodebo Ultim 3 since 2019. As you will have understood, Sodebo is sponsoring the yachtsman Thomas Coville via multihull racing, but that does not mean that the company is going to abandon the Vendée Globe.
As a company from Vendée, Sodebo wishes to continue to be associated with the Vendée Globe.
Since 2004, Sodebo, no longer owning a monohull at the time, decided to become the official partner of this legendary race around the world single-handed without assistance and without stopovers. So there is no longer a single boat in the company's colours, but the entire fleet bears its logo, notably on the mainsails, all around the world! The visibility is extraordinary for Sodebo. Since the company began sponsoring sailing races, its notoriety has increased 12-fold. In 20 years, the company has received more than 150 million euros in media coverage. The Vendée Globe, which is gaining notoriety, both nationally and internationally, benefits Sodebo. During the last edition of the 2016 Vendée Globe, "the media spin-offs amounted to around 27 million euros (for 5.32 million euros of investment, about the same amount for the 2020-2021 edition)," indicated Pascal Cadorel, director of communications and sponsorship for the family business. It is therefore understandable why it has signed an exclusive contract for the 5th consecutive edition.
The more the Sodebo brand will be associated with the Vendée Globe, the more the public will be interested in discovering the brand and its products.
This year 2020, in spite of a particular sanitary context, the company Sodebo has taken over the Vendée Globe village in 3 different locations :
- The partner village where the company had a stand highlighting its ambitions and values: freedom, sharing, entrepreneurship, daring and commitment. These values can also be found in its desire to reduce its environmental impact, develop healthier food and support sport through sponsorship.
- A Food Truck where you could discover their ready meals.
- The Sodebo Lodge where the press was received.
It is an event that brings the brand closer to its customers and at the same time makes it known. In spite of the closure of the Vendée Globe village on 29th October 2020, the Sodebo brand will continue to be visible via the media, particularly on the 33 boats, which will be setting sail on 8th November. Never before have so many skippers taken the start in Les Sables-d'Olonne. When we know that one out of two Frenchmen followed the Vendée Globe during the previous season, we can imagine that the media coverage of this ninth edition will be exceptional. There is no doubt that the record number of women taking part (six), the nine different nationalities represented as well as the confined France will help this visibility.
