Every year, market research has been carried out to find out what people think of Cowes Week and what people would like to see next year. Marketing Director of Skandia Life, Bill West, suggests that it is through this communication that the event is going from strength to strength with this year being the strongest yet. With over 1000 entries the event is attracting sailors from all over the world and of all abilities, the atmosphere, described by some as electric has helped Cowes week to reach the this high.

So what value to sailors have for the insurance world? Apparantly we are all youthful, young and energetic… Which is what sponsors are looking for in the 21st Century. Sounds like the recipe for eternal youth, so whilst Skandia continue to sponsor Cowes week, sailing must be keeping the nation eternally youthful. (Bill West pointed out that there is a clause in the contract that means Skandia can continue sponsorship beyond 2002 when the current commitment runs out)