Who Sponsors Horseracing?

International Consumer Brands

Horseracing has shown that it can become a key component of any company's marketing mix. Vodafone, for instance, has recognised that alongside football (Uefa Champion’s League Sponsor), cricket (England Team) and F1 (McLaren), horseracing, through The Derby, can deliver the required levels of cut through craved by every corporate sponsor.

The Derby is the premier race in the Flat season and Vodafone want to be associated with people who are fanatical about their sport and love winners - The Derby audience, both televised and live. In addition to brand associations, The Derby, together with The Oaks (Derby equivalent for female horses, also sponsored by Vodafone) can deliver a total cumulative adult audience of 20,471,000 world-wide. For more information on how large national sponsorships operate click on Success Stories.

National Consumer Brands

Horseracing can also deliver at a national level. Scottish Courage, through its John Smiths brand, has targeted a number of race sponsorships throughout Great Britain to deliver cut through in different regions.

Originally John Smith’s started with key races run in the North, Midlands and the South. They targeted a number of high profile events over the course of the season, to give a continued brand presence over a longer period of time, rather than invest all their budget into one major event. This series of races consisted of, amongst others - The John Smith's Northumberland Plate (Newcastle), The John Smith's Midlands Grand National (Uttoxeter), The John Smith's Hurdle Race (Wetherby), The John Smith's Cup (York), The John Smith's Sprint Championship (Newbury) and The John Smith's Sprint Championship Handicap (Newmarket) all of which are terrestrially televised races.

Following on from the success of this campaign, John Smith’s chose to develop their portfolio further and took on sponsorship of one of the jewels in the crown of British horseracing, the Grand National, with a global audience of millions and world wide appeal.

Again click on Success Stories for more examples of national brands involved in horseracing.

Regional Brands

Companies with a particular regional presence can target courses to meet their marketing objectives. GNER sponsor races at Doncaster, one of the main stations on the north-east line. Commhoist, based in Warrington, sponsor races at Haydock Park, its local racecourse.

Small companies or individuals

Small companies and individuals are increasingly choosing race sponsorship as a route to entertaining clients, friends and family. Sponsoring a race for a special occasion, be it professional or personal, can be great fun. Guests, of course, will be well catered for throughout the day. In addition, members of the party could present prizes to the winning owner, trainer and jockey or even judge the best turned out horse for the race. Paddock tours can also be arranged as part of the package.