Once, I was fortunate enough to be invited aboard the Leopard, the spectacular racing yacht then sponsored by the City firm ICAP.
As we cruised in the Solent, I marvelled at the vessel. Below deck it had powerful computers that would tilt the keel at the optimum angle for speed. It was applying the very latest technology.
I asked the firm’s founder, Michael Spencer, why he did it. Without hesitation, he pointed to the giant sail, bearing the name “ICAP”. That, he said, “is one huge advertising hoarding. We can take it anywhere and anchor it any harbour. No one can miss it.” He added that when its picture appeared in the press – as it often did because Leopard was winning races and breaking records – that was also more brand promotion.
