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Bona, a multinational for sponsors and the 4C rule

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Bona, a multinational for sponsors and the 4C rule

Sailing on land is as difficult as sailing at sea. However, there are signs that bode well. For example, today we can unveil the new sponsor of Alberto Bona, the Turin skipper who has been waiting for a long time to complete a longer-term sporting project.

The meeting propitiated him Luca Bertacchi, sporting director of the Bellano sailing club (who will give the guidone to Bona), at the end of the last Rolex Giraglia. He and his team needed a good navigator, they hired Bona, they “liked each other” and the bridge was built for new adventures. So it came Ibsa Institut Biochimique Sa, a pharmaceutical multinational founded in Lugano in 1945 and acquired in 1985/86 by the Italian Arturo Licenziati, who today has over 2,000 employees and has a turnover of over 700 million Swiss francs.

The 4 Cs

I went to read something about Licenziati, I saw a video of him in which he explains – in summary – how he managed to make a company that started with 40-50 people to have – he says – a group with 2,250 employees. The starting idea is to focus on plaster, medicated plasters, developed in Japan and launched for the first time in Europe. Licensiati, without going over the entire history of the company, says that its success is due to the “4Cs”. The constancy in pursuing the objectives, the courage of choices, the brain in the sense of understanding the market and seeing others a step ahead and the stroke of luck (others, less elegant, would have used another term). And then, of course, there is innovation, which, as he says, is done and not told.

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Now, these rules can be useful for everyone and I think also for Bona. Consistency put it there, because he, from Turin – it is not a question of discrimination, but of an observation: if you are born on the sea, on the ocean it is easier to get close to sailing – he got on a boat and never got off again . Courage, it goes without saying, because if you cross the Atlantic in a Mini 5.50 you have it. The brain, come on. And the stroke of luck… Yes, it also takes that to do well and win at sea. But it also takes the right meetings and to find the right sponsor, especially in difficult moments even for sailing, which in spite of its beauty and its values ​​in Italy is not very popular with companies – then even the ocean one – respect than in other countries. Luckily, Ibsa is also present on the market in France and that, when from Lugano they said they were going to do the Route du Rhum and asked what their French colleagues thought about it … Well, they jumped in their chair, blessing the initiative.

Obviously, then – Alberto must do all possible ailments – the fourth C still has to work and complete itself.

The long-term project

Here, luck also lies in having found a sponsor who believes in the long term. Bona’s project with Ibsa is three years, which is no small feat. There is the Route du Rhum, which starts on November 6 and there is the solo world tour, The Race Around, which starts on September 23, 2023, plus a Quebec-St. Malo in between and more, starting with training with the upcoming season of the Figaro 3. But luck also means a new boat, a Class 40, which is a boat in great shape, because, as Alberto says, “it allows you to the great regattas of an Imoca60 without the budget of an Imoca60 “. Hers will be ready around April / May, is under construction in Brittany and is designed by Sam Manuard.

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In short, it is the project that Alberto – after the Mini, the Figaro 3, the experience with Soldini on the Maserati Multi70 – was waiting for.

Sailing in to the future together

The founder of Ibsa says it’s not just an ocean crossing, referring to the Route du Rhum, but it’s also an opportunity to make the Ibsa brand known around the world. And this is fine. “But this is not just a metaphor for our company history. Sailing in to the future together – the claim of Alberto’s campaign with Ibsa – is also a wish to grow and change, to find new means to offer health, well-being and new perspectives for the communities in which one is integrated, passing from social sustainability and environmental”.

Read, pay attention to the ecosystem, for example. With Alberto we have talked many times about what ocean sailing can do to reduce the environmental impact, to become more and more sustainable. It was also talked about last night in Milan during the first edition of Sport 4 Nature Awards, which saw Bona and Ibsa among the winnerswith champions such as Alessandro Del Piero, Daniele Cassioli, Federica Brignone and others.

And then, attention to people. “As part of this project we have decided to be a partner of some nautical clubs to support inclusive sailing initiatives. We have started a collaboration with the Punta Ala Yacht Clubto whom we donated two boats for disabled children, involving them in experiences in close contact with the sea, putting them in the conditions of being able to navigate with accessible boats and compete in integrated competitions “, explains Giorgio Pisani, vice president of Southern Europe of Ibsa and leader of the project.

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In short, beautiful things. That something is moving, moreover, in ocean sailing, also say other Italians who will find themselves with a Class40 with Bona at the Route du Rhum: Ambrogio Beccaria and Andrea Fornaro. Italians of the Oceans.

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