German automotive manufacturer BMW has returned to assume title sponsorship of Australian horse racing showpiece the Caulfield Cup Carnival under a multi-year partnership with the Melbourne Racing Club.
The deal is effective from August 1 this year. In the 30 years since the Caulfield Cup first included a partner brand, just two companies have sponsored the race. BMW previously partnered with MRC for a number of years and are returns for the 10th running of the Caulfield Cup Carnival.
BMW will also benefit from extensive on-course signage, promotional activity and brand integration into content and entertainment opportunities.
BMW Group Australia's general manager of marketing, Stuart Jaffray, said: “BMW Australia has a 20-year history with the sport of kings, and we are very excited to strengthen our relationship with the sport by reigniting our relationship with the MRC as naming rights partner of the BMW Caulfield Cup. This sponsorship will cement BMW’s position as the premium automotive partner of Group One racing in Australia.”
The MRC also confirmed that the club would continue its long-term relationship with brewery CUB, naming rights sponsor of the 2014 Caulfield Cup.