QIPCO MAY SOUND like a Swedish bed design company but it is actually the latest sponsor to emerge from the desert. Qatar Investment and Projects Development Holding Company is the private investment vehicle of the Qatari Royal Family and it has committed to a two-year title sponsorship of British Flat Racing. The deal follows a similar approach to golf’s Race to Dubai by funding the richest cash prize in British Horse Racing. For the sport the deal allows them to create a narrative around the season culminating at Ascot. Quite how being beamed into a ten thousand betting shops around the UK delivers value to Qatar is perhaps a different question. - 24/3/2011
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