UK equestrian sports body British Eventing has conducted a major study of its audience data with the sport marketing agency Two Circles. Chief executive David Holmes explains how the study has informed the revamp of this traditional sports’ sponsorship strategy.
Global healthcare brand Randox Health seized the opportunity to become the Official Partner of UK horse racing’s Grand National Festival and title sponsor of the world’s most famous steeplechase in a period when the brand was not actively looking to sign a sponsorship property.
Luxury carmaker Bentley has agreed its first sports sponsorship since 2011, signing a one-year deal with British racecourse operator The Jockey Club to serve as its Official Luxury Car Partner.
The extended deal between Qatar Investment & Projects Development Holding Company (Qipco) and Great British Racing is a “game changer” for horse racing in the UK, experts said.
Brand awareness and access to teams are key drivers in sponsorship for the US fantasy sports gaming brand DraftKings.
Sports sponsorships by the UK betting operator Ladbrokes are currently used as part of an integrated marketing approach rather than a standalone tool to acquire betting customers, a key marketing executive at Ladbrokes has said.
Online gaming company 32Red will use its recently-signed shirt sponsorship with Scottish football club Rangers to drive brand awareness, as well as consideration of the brand when sports fans choose an online gaming provider.