Epsom Downs Racecourse

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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
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Derby Day by Phil Daniels
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The Derbys Position
Words associated with The Derby WORLD
CLASS PRESTIGIOUS HERITAGE
69
SAY ONLY THE WORLDS 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 44
FA CUP FINAL 45
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Global TV Audience

• TV coverage reaches 1 billion people
• 140 international broadcasters
• Coverage in 500 national and international
  press publications

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Press Coverage
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Digital Exposure
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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 SportMarkt 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

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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 Derbys 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

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5 key criteria for Investec
1. EXCLUSIVITY Investec are an integral part of
one of the worlds 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
Investecs 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 worlds most iconic
sporting and social occasions
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Dont take our word for it!
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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
  Investecs 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

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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 21 on sponsorship
  spend

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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

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Thank you
Rupert Trevelyan Managing Director Epsom Downs
Racecourse rupert.trevelyan_at_thejockeyclub.co.uk