Watersport deal for PR agency
Big and Leverage to drive powerboat series
P1’s national race series – P1 AquaX (jet-skis) and P1 SuperStock (powerboats) have experienced meteoric growth in the US and UK in recent years.
Chief executive James Durbin said: “We totally re-engineered our business five years ago to focus on creating value for our spectators, venues, racers and sponsors.
“We have seen a quadrupling of broadcast value in the last three years to more than $35m and we are looking to these new agency partnerships to help us monetise this value.”
Leverage founder and president, Ben Sturner said: “P1 is one of the great opportunities in sport in this country. The media inventory they control on a domestic and global basis, coupled with the major markets in which they race, provides an awesome value proposition.”
P1’s announcement of its race calendar earlier this year saw the inclusion of two new, major events in Scotland and Chicago which are key to the appointment of the agencies, particularly Glasgow-based Big Partnership.
Brian Welsh, account director and head of sport at Big, commented: “P1 has done a great job in weaving itself into the social fabric of the community in Greenock on the west coast of Scotland and they have inspired the public and local businesses to get involved at all levels.
“The P1 opportunity is unique in that it genuinely provides value at a local, regional and international level. We are delighted to be involved with this growing event series.”
P1’s 20-event season started in Florida last month and moves to Scarborough for the P1 Yorkshire Grand Prix of the Sea on 14 May. Further race events in the United States (Florida, Indiana and Illinois), England, Scotland and Wales will be complemented by new events in Malaysia this year.
Co-operative Development Scotland (CDS) has appointed Smarts Communicate as its media relations partner.
CDS is the arm of Scottish Enterprise working in partnership with Highlands and Islands Enterprise that supports company growth through collaborative and employee ownership business models.