Prince de Bretagne began its investment in ocean racing in 2009, before sponsoring Lionel Lemonchois in 2010 and buying the maxi trimaran Prince de Bretagne in 2012. This involvement enabled him to develop his reputation in France and internationally. But now, the leader in fresh vegetables in Europe wants to take a different direction by ending its partnership with the skipper after 9 years of sailing sponsorship.
"Prince de Bretagne is 3,600 producers and to continue this sponsorship, everyone had to be involved in the project. But at the moment, the economic context for Breton vegetable growers is very complicated. Even if the budget for the maxi trimaran Prince de Bretagne (formerly ORMA Sodebo) isn't the same as a latest generation Ultime like Macif or Banque Populaire, it's a budget that remains high when you're a farmer. So the decision has nothing to do with Lionel Lemonchois, it's a question of budget" explains the brand's communication department.
Indeed, thanks to this partnership, and in particular the fine victories, starting with the victory in the legendary Route du Rhum in 2010, in the Multi50 category, Prince de Bretagne has multiplied its press coverage fifteenfold in five years. At the same time, Prince de Bretagne has developed its reputation and shared values with the brand and the sport in France and internationally.
Prince de Bretagne wishes to reorient its partnership by developing its communication by focusing it on highlighting its new brand commitment charter and on the sustainable and responsible values and practices of Prince de Bretagne producers. " It's an economic choice and not a human choice, so it's not the brand's idea to continue sailing."
What future for Lionel Lemonchois?
The skipper who was due to take part in the Route du Rhum and whose boat was under construction for the legendary transatlantic race will not be there due to lack of budget. Now in a period of transition, he wants to continue in the world of sailing. Even if he is aware of the context, which favours the younger generation.
The 80-foot maxi trimaran Prince de Bretagne is therefore for sale. "If Lionel Lemonchois can find a sponsor, and he wants to buy the boat back, that might be a possibility."
And why not a position as technical director, like Vincent Riou, who is accompanying the young Sébastien Simon in his Vendée Globe project? "He had had a somewhat similar idea for a project before the Transat Jacques Vabre but it would only have been possible if he had stayed under contract with Prince de Bretagne. It's also more difficult to do in the middle of the trimaran and more common on IMOCA boats. But Lionel Lemonchois is a great trimaran specialist."
