Bols Sport Program 1998–2002

The Bols Sport program was designed to promote the Bols Brand in Eastern Europe. The project was a huge success for Bols. SYS worked closely with its client throughout the project to carefully select events and stage its own special events for Bols. SYS had staff permanently located in the head office of Bols in Warsaw to extract maximum value from this long project for the client. Most of the details surrounding the success of this project are confidential. But it is no surprise that Bols is the Number one selling vodka in its Polish home market a position previously occupied by Smirnoff.

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SYS staged the Bols Maxi Cup, an America’s Cup style regatta for the Bols in Gdansk, Poland. The regatta attracted more than 15,000 paying viewers who witnessed the SYS Bols Sport Maxi race a chartered Maxi 80. The Bols Maxi Cup was the showpiece of a comprehensive weekend of Bols entertainment culminating in a live rock concert on the beach as well as a 30 minute fireworks display.

Specific achievements of the Bols Sport Sailing program included: