The Benefits
The level and quality of exposure
The range of companies which are involved in horseracing reflects the breadth of the audience which can be reached through race sponsorship.
Horseracing is a major televised sport with extensive coverage - second only to football in sports coverage on terrestrial television.
National newspapers (broadsheets and tabloids) devote significant space to racing and regional papers work actively with racecourses on local promotions. Racing is the only sport to boast a national daily newspaper – The Racing Post, through which significant exposure of your company can be gained.
In addition, racing attracts large audiences both on course and via Satellite into nearly 9,000 betting shops. On-course publicity (brand awareness through banners and flags around the racecourse and race programme advertising, not to mention public address system announcements), leave racegoers and TV audiences in no doubt as to the identity of the race sponsor.
Choice of location and timing
With 1,415 race meetings scheduled at 60 racecourses across Great Britain in 2007 (including Great Leighs in Essex, the first new racecourse in 75 years, which is due to open later this year), it is possible to incorporate race sponsorship and hospitality into your existing marketing programme. The flexibility and scope presented by the nationwide location of racecourses enables companies to focus their sponsorship activity on one major race with huge media interest or to support a series of races across the country to tie in with regional marketing objectives.
Tailor made packages
ALL sponsorship and hospitality packages (including the races detailed in the individual racecourses’ pages) can be customised to suit specific requirements and fit in with your existing marketing mix and budget.
ALL race sponsors can include their company or brand name in the title of the race, have the chance to be involved in trophy presentations to the winning connections, take advantage of a variety of on-course and off-course advertising and promotional opportunities and concessions on corporate packages.
Incredible value for money
Sponsorship of horseracing is one of the most cost effective marketing tools available to business today, offering increased brand awareness through advertising and publicity. Major sponsorship deals for the premium races attract six figure sums however, a large proportion of sponsorship revenue is derived from regional sponsorship where retailers, accountants, breweries, garage proprietors and builders are among companies investing from as little as £500 to take a race at their local racecourse.
BBC and C4 dedicated nearly 300 hours of airtime to horseracing in 2006. Terrestrial televised race sponsorship will provide extensive exposure for your brand, however all races are broadcast on either of the two dedicated horseracing channels (RacingUK and At The Races) – each channels provides a potential audience of around 300,000 viewers.
Hospitality
Race sponsorship can provide a prestigious focal point for client entertainment, indeed horseracing is the most popular form of corporate hospitality.
Excellent, efficient support team
It goes without saying that every racecourse team is wholly committed to ensuring the success of your day and will provide expert advice on maximising opportunities for your company.
For further information on race sponsorship availability, please contact:
Mary-Ann Sandercock
Race Sponsorship / Corporate Hospitality Unit
The Racecourse Association Ltd
Winkfield Road
Ascot
Berkshire
SL5 7HX
Telephone: (01344) 626067
Fax: (01344) 627233
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