Two Olympic sailors smlle at camera next to their boat

Rooster has extended its best wishes to all its supported sailors preparing to compete in the 2024 Olympic Games.

“This event represents the pinnacle of dinghy racing. We have witnessed our athletes’ dedication, skill, and perseverance in the lead-up to the games, and we are incredibly proud to support such influential individuals who consistently push the boundaries of excellence in the sport,” says Kate Morrison, head of marketing and product development for the company.

Rooster has four of its ambassadors attending, from Finland, Uruguay, Croatia and Romania.

Elena Vorobeva

As an international brand, with growth year on year, it’s important for the company to have sailors from all over the world wearing Rooster. “It wouldn’t make sense to limit to the UK, as this also would not help the brand grow. Supporting these international athletes helps us with brand visibility in regions that we are less present,” says Morrison.

Rooster scouts individuals through following events, social media and word around the sport, or from recommendations. Some people apply via email, and she says that every single application is considered.

Rooster’s kit will be worn by Finland’s Monika Mikkola (ILCA 6 women’s dinghy), Uruguay’s Hernán Umpierre & Fernando Diz (49er men’s Skiff), Croatia’s Elena Vorobeva at her third games
(ILCA 6), and Romania’s Ebru Bolat (ILCA 6 ).

The programme has been running for about 15 years.

“It has changed in the last couple of years to have a clearer split out between the sponsorship levels, this also makes it easier for us to manage, and give all our supported athletes the best support we can, ensuring that they can do what they love without restriction.”

Ambassadors are Rooster’s top level supported athletes. That doesn’t mean they have to be necessarily nailing the top results. “But they do need to resonate with our core brand values, and be an approachable individual who is friendly, passionate and willing to help others, whether through inspiring others to get on the water, practising good sportsmanship on the race course and in the boat park or being hot on social media,” explains Morrison.

Monika Mikkola

The company has about ten to 12 full ambassadors, with a larger pool of Rooster Riders. Its sponsorship packages are split into tiers, with a third: affiliates, different levels of support and return expectations from each group. “We ask that they can be available to assist on photoshoots, and be wearing full rooster when they are partaking in the sport, we also ask that they can contribute to our blog platform and tag/share on social media. They get a kit budget each year from us, and we make sure to follow their progress as part of the Rooster family.”

And as to what they’re wearing? “We have made a small range of ‘games’ standard clothing where the branding is compliant to the Olympic committee regulations for our team. This was done for them based on what they prefer to wear. It is a mixture of our core favourite products – Pro Hikers, many of them requested our Thermaflex Longjohn and Top, Rashvests, based on the weather conditions we expect to see in Marseille this summer.”

Earlier this year, Rooster launched the SB1 Inshore Range, as the company expands its presence in the growing sportsboat market. Building on the company’s range of performance gear for the dinghy sector, the SB1 Inshore range, comprises a three-layer jacket and hi-fits. The range uses 85 per cent recycled material in its construction.

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