After switching its sponsorship commitments from equestrianism to sailing, Volvo Car Germany GmbH has once again made its mark on this high-performance sport and attracted 48 top-class sailors to the starting-line. The company’s new sponsorship activities focused on the Volvo Champions Race, the national response to the parent company’s Volvo Ocean Race in Sweden. This regatta series each comprised three spectacular open-air events, which attracted 120,000 jubilant spectators to the three destinations of Starnberg, Rostock/Leipzig and Travemünde. The Volvo Race Village was a tent city divided into an official area with Race Office, Press Office, VIP Area and Sailor Zone, and complementary public areas with tents for childcare, spa facilities and sponsors’ activities – plus a party tent 1500 m² in area with a main stage, a bar 30 metres long and a VIP lounge. The events held in this nautical environment generated positive brand experiences and associations that enhanced the brand’s image and profile. Key challenges such as organization of the setup and catering for the crews and 120,000 guests were meticulously planned and executed with skill and finesse.