Oracle Sails Into Brand Sponsorship History

Oracle is no longer Oracle the tech giant run by an egomaniac. Through the power of sports (and sponsorship)–America’s Cup Sailing, in this instance–Oracle is now much better known as ORACLE TEAM USA. And ORACLE TEAM USA, founded on Aug. 11, 2000 by Larry Ellison, is a much friendlier front for the company.

Forget for a second about Oracle and its products, and look instead at these powerful brand impressions:

Oracle specializes in computer hardware systems and enterprise software products, particularly its own brands of database management systems. But the brand, as we’ve just seen, is on another page. It’s black, sexy and fast.

Add Puma, Tag Heuer and the American flag to the mix, and it’s all the more fashionable. Plus, when you consider the futuristic yacht design at the center of the sport today, and you set the action in San Francisco Bay, what you get is an attractive picture and gratitude to Oracle for providing it.

By the way, Louis Vuitton is the sponsor of America’s Cup, while Oracle is the Sponsor of TEAM USA. Take a look at some of the action, as New Zealand looks to challenge TEAM USA for the cup.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.