Academic journal article International Journal of Sports Marketing & Sponsorship

BT Global Challenge Generates International Business

Academic journal article International Journal of Sports Marketing & Sponsorship

BT Global Challenge Generates International Business

Article excerpt

The run-up to the start of the "world's toughest yacht race", the BT Global Challenge 2000/01, demonstrated that the race is not just about sailing through difficult waters but also helping big business keep on course globally. The week leading up to race start was the perfect opportunity for title sponsor BT to host seminars, technology demonstrations and hospitality sails. The aim was to use the race as a platform to convey key messages about the importance of good communication in business.

The BT Ignite Communications Programme provided a week of specialist discussions and technology presentations for BT customers and partners from its portfolio of joint ventures around the world. The highlight was a series of seminars on the current and future impact of the Internet on business which attracted around 300 people.

The discussions were complemented with a technology showcase where companies such as Lucent, Marconi, LG, Nortel, VERITAS and BTopenworld, BT's mass market Internet business, were able to demonstrate their cutting edge technologies. …

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