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Epsom Downs Racecourse. Home of the greatest flat race in the world. The Importance of Sponsorship in Racing: A Case Study – Investec Derby Festival. ‘Derby Day’ by Phil Daniels . The Derby’s Position . Words associated with The Derby* “ W ORLD C LASS” “ P RESTIGIOUS” “ H ERITAGE”. 69%.

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Epsom downs racecourse

Epsom Downs Racecourse

Home of the greatest flat race in the world

The Importance of Sponsorship in Racing: A Case Study – Investec Derby Festival



The Derby’s Position

Words associated with The Derby*

“WORLD CLASS”

“PRESTIGIOUS”

“HERITAGE”

69%

SAY ONLY THE WORLD’S GREATEST HORSES CAN PARTICIPATE

73%

BELIEVE THE DERBY IS PART OF THE NATIONAL HERITAGE

65%

AGREE IT IS A GENUINELY WORLD CLASS SPORTING EVENT

Events associated with ‘heritage’*

Events most seen as ‘prestigious’*

THE DERBY

62%

GRAND NATIONAL

60%

THE DERBY

61%

GRAND NATIONAL

56%

WIMBLEDON

56%

WIMBLEDON

48%

FA CUP FINAL

45%

FA CUP FINAL

44%


Global TV Audience

  • TV coverage reaches 1 billion people

  • 140 international broadcasters

  • Coverage in 500+ national and international press publications




Importance of sponsorship in british racing

Importance of sponsorship in British racing

At £14.7m sponsorship contributed 13.3% of total prize money in 2009 by comparison the Levy contributed 57% to prize money in 2009

Sponsorships contribution to prize money has fallen by 4% since 2006

and the Levy contribution has fallen by 3% in the same period with Racecourse contributions to prize money rising by 2.8% & Owners by 4%

During this time the Global Betting Market has grown by 8% - the category that contributes the most by sector to British Horseracing sponsorship

A recent Sport+Markt survey reported that football was the most popular sport to watch on TV in Europe at an average of 54% across the 5 key markets of UK, France, Spain, Italy & Germany - Horse Racing was not in the top 5 of any country

It also noted a 650% increase in football shirt deals from the gambling sector from 2006-09

It is evident that in addition to the funding of our sport in the UK the sponsorship environment supporting our industry is also changing


Sponsorships importance to the epsom derby

Sponsorships importance to the Epsom Derby

As the greatest flat race in the world the Derby needs a blue-chip sponsor with a strong brand fit to support its positioning

The Derby requires a sponsor to support the rights fee with significant mutli-channel activation

The Derby Festival offers a prize fund of £3.1m - including the richest race in the UK at £1.39m in 2010

The ‘buy-in’ of the sponsor to the Derby brand has a direct correlation on the success of the racecourse and its positioning

The Derby’s brand equity allows us to develop our partnership categories for mutual benefit with the title sponsor

Partnerships development is one of the Racecourses’ focus strategies


5 key criteria for investec

5 key criteria for Investec

1. EXCLUSIVITY

Investec are an integral part of one of the world’s premium sporting events that combines history, heritage and colour

2. GLOBAL REACH

Extensive UK and international television and press coverage delivering an excellent return on investment

3. MARKETING

The Derby provides a compelling communication platform to engage with Investec’s stakeholders and drive their brand

4. SHARED & ATTRACTIVE VALUES

Tradition, Outgoing, Cosmopolitan, Dynamic & Best in class

5. ENTERTAINMENT

A world-class venue and hospitality on par with any of the world’s most iconic sporting and social occasions



The epsom downs model

The Epsom Downs Model

RELATIONSHIP – RELATIONSHIP – RELATIONSHIP!

Working in a true spirit of PARTNERSHIP on a daily basis

Account Manager handles all communication from the Chief

Marketing Officer to Heads of Department and Investec’s legal team then disseminates the information internally and feedbacks directly to the sponsor

Provides understanding, clarity, consistency, accountability and a strong working relationship

A mutual and positive ‘can do’ attitude that questions the norms of traditional racing sponsorship

As a result we enjoy 100% support in attracting complimentary brands with a strong fit in supporting categories i.e. Jaguar, Asprey & Bremont


What does the future hold

What does the future hold?

  • GLOBAL SPONSORSHIP MARKET

  • Global advertising spend is predicted to rise by 4% in 2011

  • Racing must position itself to compete with other national and international properties

  • The introduction of the British Champions Series & Day

  • FIERCE COMPETITION

  • The Betting & Gaming market is diversifying and investing in other sports

  • Will the Olympics channel spend away in 2011 & 2012?

  • MEDIA FRAGMENTATION

  • Increase in digital activation of sponsorships

  • The introduction of HD & 3D technologies (Investec Derby & John Smiths Grand National)

  • RETURN ON INVESTMENT

  • Racing must deliver a measurable R.O.I

  • Aim to deliver a minimum of 2:1 on sponsorship spend


The criteria we must deliver

The criteria we must deliver

  • PRESTIGE

  • RECOGNISABILITY & AWARENESS

  • AUDIENCE LOYALTY

  • CATEGORY EXCLUSIVITY

  • PROTECTIONS FROM AMBUSH

  • DEGREE OF SPONSOR CLUTTER

  • ABILITY TO ACTIVATE

  • NETWORKING OPPORTUNITIES

  • MEDIA COVERAGE POTENTIAL

  • TRACK RECORD OF SUCCESS


Thank you

Thank you

Rupert Trevelyan

Managing Director

Epsom Downs Racecourse

[email protected]


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