Audemars Piguet To Sponsor The Russian Bolshoi Ballet Theater
Oct 1, 2009
By Ariel Adams for ViaLuxe.com
Audemars Piguet has just confirmed that it will enter into a three year deal to sponsor the popular Russian Bolshoi Ballet Theater, as well as the prima ballerina Svetlana Zakharoba. The move is interesting as Audemars Piguet mainly focuses on sponsoring sports events, and ballet sponsorships in the luxury watch world are rare to unheard of.
Audemars Piguet confesses that the move is experimental. Intense marketing in Russia is new for them, but the market is provocative as it is poised to be a watch consumer haven in the next few years as the economy rebounds. The sponsorship of the popular ballerina as well as the venue is meant to help the famous luxury watch brand penetrate Moscow’s high society demographic. In this context, sponsorship benefits to Audemars Piguet will likely include brand advertisements in the theater as well as on programs that are handed out to patrons.
While entering new sponsorship deals during economic dips may be seen as unwise, Audemars Piguet notes that they have been relatively unaffected by the economic crisis, and are preparing for the inevitable economic rebound that analysts anticipate to come in the new several years. Until then, all are advised to attend Bolshoi Theater ballet events if they are fond of the art and happen to be in Moscow.
Ariel Adams publishes the popular luxury watch review site aBlogtoRead.com.
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