Horse racing sponsorships
All and any sports event is a medium for businesses to generate revenue. This they attain by sponsoring sports events throughout the globe. Not very heavily sponsored sport is, horse racing, but even that has changed in the past few decades. Most of the
times, it is the betting exchanges which step up and sponsor the races, but just last year a revolution in sponsoring came around when the automotive giant, Jaguar, offered sponsoring some mega horse racing events.
The largest commercial group in horse racing, The Jockey Club, extended its courtesy to automotive manufacturer, in its 261-year history.
Simon Bazalgette, chief executive of The Jockey Club, said: "Racing has traditionally viewed its commercial partnership opportunity in terms of race sponsorships. As a sport we've been highly successful, as those deals offer partners excellent value and
a strong platform to build their brand and entertain customers.
"Today, we are embracing a new level of partnership, which we believe will prove attractive to UK and international organisations. Brands now have an opportunity to gain value from association with the heritage, leadership and innovation The Jockey Club
is recognised for, while capitalising on the growth potential of Britain's second most attended sport.”
Jaguar, under the agreement, will get to display its car and will also get the chance to offer VIP commuting to The Jockey Club’s Aintree, Epsom Downs and Newmarket race courses.
The highly prestigious and influential Jockey Club gets to stage four out of the five classics raced during the flat horse racing season which includes the Derby and the Oaks at Epsom Downs, 1000 and 2000 Guineas at Newmaket.
During the National Hunt season, they bring around the Cheltenham Festival and the Grand National at Aintree.
Logines and Fly Emirates have been sponsoring the races in the UAE since quite some time. Specifically the lucrative cash prizes of the Dubai World Cup Carnival come around when sponsored by these two and Dubai Duty Free and Al Naboodah.
Investing and sponsoring into the horse racing industry is a niche that the businesses seriously need to look into and work for the mutual interest of both.
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