Horse racing sponsors jump to it as crowds rise despite downturn

Published on Saturday 12 December 2009 13:31

A RISE in attendances at horse racing events is continuing to attract sponsors in spite of the squeeze on budgets.

Shirt maker Thomas Pink is among the firms that have returned to the sport, while others such as whisky distiller Glenfarclas claim the returns are sufficient to encourage them to continue their support.

A report to be published tomorrow, titled "Jump Racing Focus, Essentials Of The Sport For Investors 2009-2010", highlights the steps the sport is taking to maintain audiences and remain attractive to potential sponsors, in spite of the economic downturn.

Attendance figures indicate that it is achieving its goal with 5.2 million racegoers turning up to flat and national hunt meetings against 5.1 million last year, a rise of 2 per cent.

Sponsorship was slightly down, from 10.6 million to 10.53m during the jump racing calendar, but this was seen as an encouraging level of support during tough economic times.

Malt whisky producer Glenfarclas has lifted sales by 25 per cent in the past 12 months, mainly by sponsoring national hunt racing.

Charles Hamer, of Pol Roger, Glenfarclas' UK distributor, said its exposure to jump racing had led to a "significant increase" in its public profile.

This season has seen several leading brands joining or returning to the sport with new sponsorship deals. Thomas Pink had previously been a sponsor at Cheltenham and decided to return after a six-year gap.

Neptune Investment Management sponsored the 50,000 Listed Handicap Chase at the Boylesports International at Cheltenham on Friday.

Georgina Pardoe, marketing director at Neptune, said it was the firm's first corporate sponsorship in horse racing.

Horse racing directly or indirectly employs around 100,000 and is the second most popular sport in Britain measured by spectator attendances and revenues.

A recent report from Deloitte found that horse racing generates 3.4 billion for the economy.

Many of those working in it are in the rural economy, and a significant proportion are in the 16-24 age group.