Vodafone is the world's largest mobile operator with over 100m proportionate customers worldwide operating in 28 countries across 5 continents. Vodafone have been involved with The Derby since 1995 and view the event as a cornerstone of their drive to increase the awareness levels of their brand. Vodafone also use The Derby to provide some of the best corporate hospitality available at any sporting venue in the country.
Vodafone sponsor a total of 10 races over a 2-day period (the first Friday and Saturday in June) at Epsom Downs Racecourse. The races are televised by the BBC and Vodafone have used clarity to great effect around the venue to ensure that they reach their consumers with a strong brand message.
| Friday |
Saturday |
| THE VODAFONE CORONATION CUP |
THE VODAFONE DERBY STAKES |
| THE VODAFONE OAKS |
THE VODAFONE DIOMED STAKES |
| THE PRINCESS ELIZABETH STAKES |
THE VODAFONE WOODCOTE STAKES |
| THE VODAFONE CORPORATE HANDICAP STAKES |
THE VODAFONE 'DASH' RATED STAKES |
| THE VODAFONE NEWBURY HANDICAP STAKES |
THE VODAFONE LIVE! HANDICAP STAKES |
The Vodafone Derby has a UK televised audience of around 2 million people in the UK and many millions more internationally delivering high media value. Also of critical importance to Vodafone is the ability to expose their brand values, 'Winning' and 'Passionate about Sport', to a wider audience.
Sir Christopher Gent, former Chief Executive of the Vodafone Group is in no doubt that horserace sponsorship is a key element of Vodafone's marketing mix, stating, "The Vodafone Derby fits extremely well into our current sponsorship portfolio and we are particularly pleased with the way it has developed and prospered over the past few years. Our commitment to racing remains as strong as ever and we are delighted to continue our long running partnership with this great international sporting event."
Other Large International Brands
There are a number of other large international brands that use British Racing as part of their marketing efforts, such as De Beers, Peugot, Pentax, Konica, Marriott Hotels, Veuve Cliquot and Emirates Airlines.
Large National Brands
Pertemps
Large national brands such as Pertemps are also using racing as a key element of its marketing mix. Instead of using one key event, as in the case of Vodafone and Hennessy, Pertemps have targeted a number of racecourses around the country with which to partner. Their programme of events for 2005/6 is shown below:
PERTEMPS HANDICAP HURDLE RACE SERIES
2005/2006
| Date |
Racecourse |
Distance |
value |
| 22nd Oct |
Chepstow |
3 miles |
£18,500 |
| 17th Nov |
Market Rasen |
2 miles 6f |
£18,000 |
| 25th Nov |
Newbury |
3 miles 1/2f |
£20,000 |
| 9th Dec |
Cheltenham |
3 miles |
£20,000 |
| 26th Dec |
Wincanton |
2 miles 6f |
£18,000 |
| 14th Jan |
Warwick |
3 miles 1f |
£21,500 |
| 18th Feb |
Haydock |
2 miles 7 1/2f |
£20,000 |
| FINAL |
| 16th Mar |
Cheltenham |
3 miles |
£60,000 |
Pertemps sponsorship of racing comes to a climax at the Cheltenham Festival with the Pertemps Hurdle Final, which is one of the biggest betting heats of the meeting.
Small Companies and Individuals
Whether it's a 40th birthday celebration or the chance to entertain clients, racing can deliver a unique sponsorship opportunity coupled with the best possible format for the day. A day's racing is a very relaxed format for entertainment, allowing guests to come and go as they please during the day.
Peter Burton, of small logistics company Burton & Smith, highlighted the benefits of sponsorship in a recent letter to the Racing Post. ' I considered this a great opportunity not only to allow me to celebrate my industry award (Commercial Mover of the Year) with my clients, staff and friends, but also to raise the profile of the company. This has now been achieved beyond expectations.'
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