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Horserace sponsorship gives individuals and companies the opportunity to participate in what is fast becoming the UK's most popular sporting leisure activity.
Racecourses are widely regarded as one of the best venues to entertain guests, and even on a smaller scale individuals can use racing for special social occasions such as birthday parties and wedding anniversaries. Racing is uniquely placed to be able to meet every requirement.
The sport has never been more popular than it is today. Live attendance continues to grow and our main terrestrial broadcasters, BBC and C4, continue to enhance the quality of programming with increased lifestyle features. With the development of 2 dedicated satellite racing channels, Racing UK and attheraces, horseracing is reaching a wider audience both domestically and internationally than it ever has done before.
From the largest multinationals such as Vodafone, John Smith’s and De Beers to companies who have a national or regional presence to individuals who just want to entertain friends and family, race sponsorship can deliver the required results for most sets of objectives.
There are several Types of sponsorship
- Race sponsorship
- Jockey sponsorship
- Trainer sponsorship
- Owner sponsorship
Race sponsorship
There are a number of areas open to prospective sponsors. The most common form of sponsorship is race or raceday sponsorship. In return for a sum of money, the sponsor will be entitled to a package including the following:
- Naming rights to the race or to the entire meeting
- A number of on-course banners
- A number of banners in the parade ring
- Branding on the winning post
- Branding on the presentation back drop
- Use of a hospitality suite
- Free badges and car park labels
- Free racecards
- Opportunity to advertise in the racecard
- Opportunity to undertake promotional activity on-course
- Opportunity to present the prizes
- Opportunity to gift a winners rug
- Opportunity to brand number cloths on the horses
For televised races, there will be a media value based on the cost of advertising on television, and also value derived from radio and newspaper coverage. Contact Mary Ann Sandercock for more details on television audiences and demographies.
Jockey sponsorship
Each professional jockey can be sponsored. This usually takes the form of a sum of money and / or the use of a vehicle in return for branding on their breeches or polo neck (the branding sight on the silks belongs to the owner of the horse). The sponsor may also be able to use the jockey for hospitality purposes. For instance, the parent company of Cantor Index, Cantor Fitzgerald, sponsor a number of National Hunt jockeys.
To download a copy of the Jockeys’ Sponsorship Code of Conduct click here.
Trainer sponsorship
It is also possible to sponsor a trainer or groups of trainers. Sponsors may be able to gain access to trainers' yards for guests and may be able to use branding sights such as stable staff jackets
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