Building your brand at Cheltenham
Last year, a report from KeyNote concluded that the UK sports sponsorship would see robust growth over the next 3 years, reaching £1.9bn by 2015. Based upon the Cheltenham experience, this will be driven by a potent combination of desire for experiential solutions, brand association and the need for targeted sponsorship solutions that complement mainstream TV and newspaper advertising.
Cheltenham is the worldwide market leader in the Jump racing community. Our reputation for the best and most competitive Jumps events stretches across Europe, North America, and to the Southern Hemisphere, even thought these are often locations where Jump racing does not take place. This market leadership, fuelled by the appeal of the Festival in March, has enabled us to deliver sport wide sponsorship solutions that reach far beyond the scope of Cheltenham’s individual races. In particular, we are building solutions around the Festival’s Championship races on the “road to Cheltenham”.
Brand awareness is at the heart of Jump racing’s appeal, with a cumulative annual TV audience of 60m. Add to this the international audiences where races are broadcast abroad, and to the domestic and Irish audiences through Racing UK, and Cheltenham’s reach becomes very considerable. Our races command TV coverage, which in itself encourages newspaper and online media exposure the like of which is the envy of many sports.
Sponsorship is about much more than brand association. We will work with you to create media partnerships, online, outdoor, print and perimeter advertising solutions, e-commerce applications, including mobile, data capture campaigns, premium customer entertainment opportunities, and experiential campaigns. Purchasing the rights to an event is not the end of your customer journey. We will help you in the activation process to unleash the potential among our audiences, both on the racecourse, and through broadcast and other partners.
Equally, sponsorship is not just the preserve of large national or international brands, nor is it limited to consumer brands. The diversity of Cheltenham’s events means that sponsorship can apply just as successfully to businesses with a regional or local focus as those with a national footprint. And some of the most successful and enduring sponsorships have been a b2b showcase, like packaging giant, Smurfit Kappa’s 20 year sponsorship of the Champion Hurdle, or civil contractor Murphy Group’s valuable chase in January. Cheltenham is far from being the sole preserve of Guinness and the bookmaker fraternity.
Our clients are diverse; from JCB to Ryanair, Jewson to Albert Bartlett, Paddy Power to Ladbrokes, Neptune Investment Management to RSA, Irish Times to News International, the range of businesses who reap the benefits of a sponsorship association with Cheltenham is very considerable, and growing.
You can download case studies here. You can also read a monthly blog on the salient sponsorship issues of the day here. Or you can discuss your plans with Peter McNeile, Director of Sponsorship on (0044) 1242 537600 or firstname.lastname@example.org