Horse Racing
Mixing data with tradition: Sponsorship viewpoint from British Eventing
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.
Randox Health: Five-year strategy based on Grand National
Randox Health seizes one-off chance with Grand National
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.
Bentley restarts portfolio with The Jockey Club
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.
Qipco signs biggest-ever British horse racing deal
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.
DraftKings: Expanding portfolio to support brand growth
Brand awareness and access to teams are key drivers in sponsorship for the US fantasy sports gaming brand DraftKings.
Ladbrokes: From sponsorship to media campaigns
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.
32Red: Seeking brand consideration in a competitive market
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.
