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.
Swiss watchmaker Longines has enhanced its relationship with Ascot Racecourse by becoming an official partner of the venue.
Ascot Racecourse has renewed sponsorship agreements with coffee brand Lavazza, jeweller Garrard and mineral water brand Harrogate Water.
Online betting exchange Betdaq has renewed its sponsorship of the Punchestown Festival horse-racing event, while bookmaker Coral has extended its backing of the Coral-Eclipse race at Sandown Park.
Online sports betting company Sky Bet has agreed a deal to become the title sponsor of The Ebor, an annual horse race held at York Racecourse in England.
Japanese automotive manufacturer Lexus has been named as the new principal partner of the Melbourne Cup horse-racing event through an agreement with the Victoria Racing Club.
US horse-racing event the Kentucky Derby has signed a two-year sponsorship deal with Mexican beer brand Corona Extra, along with another agreement with cider brand Angry Orchard.
Airport retailer Dubai Duty Free has renewed its title sponsorship of the Irish Derby horse-racing event.
National Express, the UK’s largest coach operator, has become the official coach and bus partner of The Jockey Club, the British horseracing commercial group.
British horseracing commercial group the Jockey Club has agreed a partnership with the UK arm of the European Breeders’ Fund.
British horseracing commercial group the Jockey Club has entered into a partnership with betting exchange Smarkets.
Soft drinks manufacturer Coca-Cola has been unveiled as an official sponsor of US horse-racing showpiece the Kentucky Derby.
Australian department store group Myer has renewed its sponsorship of the Victoria Racing Club, organiser of the Melbourne Cup horse-racing event.
Bourbon whisky brand Woodford Reserve has stepped up its backing of the Kentucky Derby to become the presenting sponsor of the US horse-racing event.
Online betting company Betfair has agreed a deal with Jockey Club Racecourses, the group that oversees the running of 15 of the UK’s leading racecourses, to continue its sponsorship of two major jump racing events.
Luxury watch and jewellery retailer Kennedy has agreed a deal to sponsor Australian horse-racing event the Melbourne Cup.