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Oct Nov 09 HSA "Brand Wagon" Sportsmedia
 

Oct Nov 09 HSA "Brand Wagon" Sportsmedia

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Sportsmedia Broadcasting joins The Horseracing Sponsors Association.

Sportsmedia Broadcasting joins The Horseracing Sponsors Association.

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    Oct Nov 09 HSA "Brand Wagon" Sportsmedia Oct Nov 09 HSA "Brand Wagon" Sportsmedia Document Transcript

    • BRANDWAGON BULLETIN OCTOBER/NOVEMBER 2009 OCTOBER/NOVEMBER NEWS FROM HSA HQ HSA AND ASCOT TEAM UP TO SHOWCASE SPONSORSHIP Contents: Page The HSA and Ascot Racecourse hosted a sponsorship seminar on the 27th HSA / Ascot Sponsorship October, attended by 90 sponsorship and industry professionals. RTA Public- Event 1-3 ity kindly partnered the event, Sodexo sponsored the delegate dinner and provided wonderful food both in the evening and at lunchtime, and Revolu- tion Sports Marketing Group kindly sponsored the champagne reception. HSA Welcomes New Without our partners support and of course Ascot’s hosting we would not Members 4 have been able to put on the event so we are most grateful to everyone in- volved. HSA and Sponsorship News 4-6 The day was compèred by BBC presenter Rishi Persad and Janet Walker, Commercial and Finance Director at Ascot welcomed delegates before Nic Coward, Chief Executive of the BHA set the scene in emphasising that Racing needed to work together to achieve change and enhance the product. Stephen Burn, Director of Racing at Betfair then threw up some fascinating HORSERACING SPONSORS stuff – he spoke about the objectives and scope of Betfair’s sponsorship pro- ASSOCIATION LTD gramme, from their flagship the King George, to the grass roots support of the apprentice and conditional training series and providing a doctor for the STIRLING WAY PJA but he also gave examples of some poor sponsorships – or rather the BOREHAMWOOD poor attitude of the property holder towards the sponsor/potential sponsor. HERTFORDSHIRE WD6 2AZ He also went on to reveal that when Betfair was formed the Industry was of- Tel: 0208 207 4114 fered a stake in the organisation. Fax: 0208 238 7370 Following this Nick Attenborough from REL presented Racing for Change’s objectives, how this would affect partnerships in the sport – but more impor- PRESIDENT: George Ward tantly spoke of how everyone in the sport must be more open to new ideas CHIEF EXECUTIVE: Nigel Payne and create unique offerings. He explained that REL had not actually set out PA: Sheila Rowe its proposed initiatives yet, but stressed that premierisation was top of the Email: sheila.rowe@bonusprint.com list and he also gave many examples of quirky and unique new events and Consultant: Mary-Ann Sandercock ideas that journalists had suggested REL undertake to capture the general Tel: 07786 925803 public’s imagination. This was received extremely positively from the delegates – many of whom have “been there, seen it, done it”! 1
    • HSA and Ascot Racecourse Host Sponsorship Event cont... We then had three operational presentations: David Johnson from Sodexo, Jeremy Wilton from RTA publicity and James Earl from Clarke Willmott ,who spoke of the very necessary considerations that all parties should take into ac- count when setting up a commercial sponsorship or organising an event. Philip Brannan of Sportsguide followed with a case study on the Dubai Duty Free Shergar Cup which demonstrated what Nick Attenborough had been talking about – and he said its success possibly reflected that racing is willing to embrace change and a broader racing public is ready for it. A lively workshop session followed in the afternoon – delegates were provided with a brief to promote and launch a new isotonic energy drink called “Motivator” using horseracing as a platform. There was some really creative stuff but continuing on the “thinking outside the box” theme our panel of Nigel Payne, Jane Jackson, Nick Attenborough and Johnny Weatherby – together with Rishi Persad and Mary-Ann Sandercock concluded that the most innovative pro- posal was created by team “Art Connoisseur” (all teams were named after Ascot winners this year). The winning team included: Simon Claisse - Cheltenham Racecourse, Nicky Hares - Newbury Racecourse, Roger Hart - Countrywide Pro- motions Ltd, Charlie Hoynes - Sportsmedia Broadcasting Ltd, Emily Smith - Sportsguide and Adam Waterworth — Doncaster Racecourse. Team members Adam Waterworth and Roger Hart then gave a very entertaining presentation of their proposal – which included Frankie Dettori becoming the “Mr Motivator” of horseracing, a bullet race series with the series winning horse then running against Usain Bolt and “Motivator” cans being recycled into a horseracing themed sculpture to be sited by the M5. Amongst other prizes ,each member of the team won a pair of badges to Royal Ascot and Rishi Persad then generously went on to say that if any of the winners was not able to attend but gave their pair of tickets to people who had never been racing before then he would invite the racing newcomers to spend that day with him and the BBC.. Sara Hay-Jahans from the BHA, Tanja Rasmussen from Business in the Community and Claire Sheppard from Plump- ton Racecourse jointly presented on the highly topical subject of establishing presence and partnerships in the local community. Claire Sheppard’s presentation about Plumpton’s community policy and integration into the local commu- nity was a real eye opener, and the way forward for the regional courses. The finale of the day really capped the theme of change and innovation – Lee Pinnington from Matalan was a breath of fresh air in his presentation about their partnership with the Grand National meeting. He enthused about racing being the perfect platform for retail and stated they had realised measurable increased sales figures throughout the country following the event. If we could have bottled his presentation and used it to demonstrate to other retail and lifestyle brands that racing can deliver then we’d be laughing. He said the Grand National meeting ticked all the boxes for them – they stretched the boundaries in leveraging their sponsorship and invested a great deal of money into it but they were delighted with the results and he said they’d continue to stretch the boundaries further. In the Q&A session after somebody asked if Matalan would look to expand their horseracing sponsorship portfolio, and following a positive reply poor Lee took a long time in managing to get out the door at the end of the day as there were many people forming a queue to talk to him! The seminar was followed by a superb delegate dinner and champagne reception. The Hon. Harry Herbert was a bril- liant after dinner speaker and should be on the stage – he’s hilarious and does a very funny cockney accent! The feedback from the event has been immense - it could even be said that never have we seen an ensemble of horseracing practitioners and partners in one room being so positive – there was a real buzz. Possibly it’s the climate but as far as sponsorship is concerned maybe we’re ready for change. 2
    • B RA NDWAG ON BULLETIN NOVE MBER /OC TO BER 09 GALLERY Stephen Burn, Betfair Sara Hay-Jahans, BHA Nick Attenborough, REL “Team Art Connoisseur presenting their winning workshop proposal Workshop Session Lee Pinnington, Matalan Harry Herbert, entertains delegates at the dinner 3
    • B RA NDWAG ON BULLETIN NOVE MBER /OC TO BER 09 OTHER HSA AND SPONSORSHIP NEWS HSA WELCOMES NEW MEMBERS The HSA is delighted to welcome new members At The Races, SIS and Sportsmedia Broadcasting to the Association. Sponsorship and commercial partnerships in broadcasting is an expanding area and each of these organisations, and indeed existing members RacingUK, are increasingly working with racecourses and sponsors to maximise the sponsor- ship benefits and profile with horseracing’s fanbase. At The Races and SIS will be very familiar to everyone in the Industry but Sportsmedia Broadcasting may not be, so here is a bit more information about them.. Sportsmedia Broadcasting Ltd is the UK’s leading provider of LIVE sports and finance news bulletins to over 120 radio stations in the UK and Europe and the world’s leading websites. Their broadcasts are entirely funded by sponsors and they are live on-air everyday. They extensively research to know in detail who their listeners are and how and when they listen. They also provide sponsored podcasts and audio content to client websites. In horseracing, Sportsmedia has a rich heritage of working with racecourses, sponsors and bookmakers. The broad- casts are all designed to put bums on seats, raise awareness or quote the latest odds. The objective is to ensure that in a competitive editorial environment, racing’s stories and messages get heard – by millions. Sportsmedia’s racecourse clients have included The Knavesmire at York, Royal Windsor, Epsom, Sandown and Kemp- ton Park, and sponsor’s who have gained sponsorship added value through working with Sportsmedia include JCB, John Smith’s, The Racing Post, Daily Express, Guinness and Vodafone and bookmakers include Paddy Power, Coral, Stan James, Blue Square, totesport, IG Index/Extrabet, Ladbrokes and William Hill. From their London studios, Sportsmedia provide over 400 LIVE bulletins everyday. For more information about Sportsmedia Broadcasting please contact Jonny Gould jonny.gould@sportsmedia.co.uk on 020 8964 6555. DONCASTER RACECOURSE RECEIVES ROA GOLD STANDARD AWARD Congratulations to Doncaster Racecourse for becoming the latest racecourse to receive the ROA Gold Standard Award. Doncaster is the first Arena Leisure course to receive the award and joins 15 other current holders of the coveted award, each of which is reviewed annually. ROYAL ASCOT VOTED “BEST EVENT” BY READERS OF GROUP LEISURE MAGAZINE FOR SECOND YEAR RUNNING The readers of Group Leisure magazine voted for Royal Ascot to receive their award for “best event” for the second year in succession. Royal Ascot beat the BBC Good Food Show and Holiday On Ice in a category that recognises all aspects of an event, including facilities, systems and operations. STAVERTON WEALTH MANAGEMENT NEW SPONSOR OF IAN WILLIAMS’ TRAINING OPERATION Birmingham based financial services company Staverton Wealth Management, (Mike Conway the founder of Staverton Wealth Management attended the delegate dinner at Ascot on the 27th October), is the new sponsor of Ian Williams training operation. The deal was brokered by Roger Hart from Countrywide Promotions, whose creative skills we saw at the seminar as a member of the Art Connoisseur winning workshop team. Mike Conway commented: “There is a synergy between my company and Ian Williams Racing, which have the same ethics and goals, and I’m looking for- ward to the association”. 4
    • B RA NDWAG ON BULLETIN NOVE MBER /OC TO BER 09 CHELTENHAM - VARIOUS ANNOUNCEMENTS On the 7th October Cheltenham Racecourse announced there would be a prize money pot of £5.77 million for the 2009/2010 season. This is only just shy of their record pot last season and in this climate it’s great to see that Chel- tenham are holding up their prize money levels and attracting sponsors to newly created opportunities. Thomas Pink to Sponsor Leading Rider and Trainer Awards Thomas Pink are to sponsor the Leading Rider and Trainer Awards at the Open and the Festival. Cheltenham’s Direc- tor of Sponsorship Peter McNeile said: “We are delighted to be welcoming Thomas Pink back to sponsorship at Chel- tenham. From 2000 to 2002 Thomas Pink sponsored The Thomas Pink Gold Cup at Cheltenham. Its products are an excellent fit with a significant proportion of our customers and The Thomas Pink Leading Rider and Trainer awards will add further lustre to those two most eagerly contested prizes at both of our major meetings.” Jonathan Heilbron, President and CEO of Thomas Pink welcomed the deal: “The Cheltenham arena provides the stage for the best talent and competition in the world of jump racing. We are thrilled to be involved with the sport of the horse, so important in the heritage of our brand, and to support the talented individuals who strive with such intensity and commitment for success”. Sportingbet.com Sponsored a Valuable New Hurdle at Cheltenham’s Showcase Meeting—AND MORE ... Sportingbet.com, who have been very active sponsors on the flat this past season, sponsored a valuable newly created hurdle race “The Sportingbet.com Hurdle” which took place on Saturday 17 October—and was broadcast live on Chan- nel 4 Racing. Sportingbet.com also sponsored a £25,000 three-mile handicap chase on Fri- day 16 October—the first day of Cheltenham’s new season. In addition to the Cheltenham sponsorship, Sportingbet also announced that they will sponsor the ROA Awards evening for three years—this year’s awards take place at the London Hilton on December 3rd. BETFAIR NEW SPONSORS OF THE CONDITIONAL JOCKEYS TRAINING SERIES Betfair are to sponsor the 12 race series which commenced at Kelso on October 17th and culminates in a final at Perth’s Spring Festival on 23rd April. Sponsorship of the series means that Betfair sponsors both Industry Training series—they have sponsored the Appren- tice Training Series for the past four years. The 2009 Betfair Apprentice Training Series, (of which the final race took place at Newmarket on the 30 October), was won by Simon Pearce who Betfair has generously provided a £5,000 value working holiday with leading Californian trainer Neil Drysdale. The series are part of the Jockeys Training Programme and are designed to be the next step on in terms of coaching and developing race riding skills from the Hands and Heels series. The Training series are for jockeys who have not ridden more than 20 winners at the start of the season but unlike the Hands and Heels series they can use their whips, however, only in the backhand position. Jockey Coaches attend each race in the series and walk the course with riders, advising on the going and riding spe- cific racecourses, they brief riders on the race conditions and carry out a review following the race. Tony Calvin, Betfair’s Head of Media, said: “Although Betfair may be better known as sponsors of Ascot Racecourse and the King George, as well as other Grade 1 races such as The Betfair Chase at Haydock Park, we have always sup- ported the sport on a number of levels from grass roots upwards. This ranges from joint-sponsoring the PJA’s dedi- cated doctor to our support of these races for up-and-coming jockeys, and we are delighted to extend that to the spon- sorship of the Conditional Jockeys Training Series.” 5
    • B RA NDWAG ON BULLETIN NOVE MBER /OC TO BER 09 RACING UK SIGNS STAR JOCKEY AIDAN COLEMAN HSA members Racing UK, has signed rising jockey Aidan Coleman on a one-year deal to become an ambassador for the specialist TV channel. The agreement will see the six-foot-tall Coleman sport Racing UK branding throughout the 2009/10 season and will include guest appearances on the channel and in media. The 21-year-old Irish youngster is hotly tipped for success after a meteoric rise through the ranks over the past two seasons and a win on Kayf Aramis at this year’s Cheltenham Festival. The reigning champion conditional rider will make guest appearances on the channel alongside Racing UK’s stellar line-up, including award-winning presenter Nick Luck, Lydia Hislop, Stewart Machin and respected racing tipsters Tom O'Ryan, Graham Cunningham and Steve Mellish. PITCHCARE TO SPONSOR NEIL WYATT RACECOURSE GROUNDSTAFF AWARDS A new sponsorship deal for the Neil Wyatt Racecourse Groundstaff Awards has been agreed. Brokered by The Race- course Association who , the only awards in British Horseracing to recognise the significant contribution of groundstaff. Pitchcare, the UK‟s leading website for Groundstaff and Greenkeepers, and publishers of the Pitchcare Magazine, has agreed to sponsor the much coveted Neil Wyatt Racecourse Groundstaff Awards for 3 years, with support from Amen- ity Land Solutions (ALS), a national distributor of sports turf, landscape and amenity supplies, and Fornells, one of the leading suppliers of running rail. The deal was brokered by The Racecourse Association, and will cover the 2009, 2010, and 2011 awards, with awards presented to the winning Flat, Jump, and Dual Purpose Racecourses. The sponsors have made a commitment to in- crease the level of sponsorship to an unprecedented level by 2011. In addition, further examination of the awards pro- cedures will take place to develop criteria for special recognition awards to be presented in exceptional circumstances. EQUINE WORLD UNITES TO RAISE £1 MILLION FOR “HELP THE HEROES” Ascot Racecourse and The HPower Group launched “Horses For Heroes” on the 21st October, which will see 2010 horses ridden from Ascot Racecourse, round Windsor Great Park and back to the racecourse before racing begins on Saturday 1th July 2010. The initiative sets out to bring together horses and riders from across the equine spectrum and aims to raise at least £1 million for the Help the Heroes charity, whose founder Bryn Parry said: “Help for Heroes is all about people doing their bit for our wounded heroes. Horses have always supported our servicemen and women so it is wonderful that the equestrian and racing world is jumping into the saddle with such enthusiasm. It’s the first 2010 riders to sign up who will get the chance to be a part of this piece of history”. Registrations for the ride must be made by Friday 18th December and each rider is required to commit to raising a minimum of £500 in sponsorship—to register visit www.horses4heroes.co.uk. 6