Jaguar moves into horse racing sponsorship

The racing organisation has designated Jaguar as its official automotive partner as part of a drive to develop a "category partnership model", in addition to traditional sponsorship opportunities across its portfolio of 14 racecourses.

The partnership will see Jaguar showcase its cars and provide VIP transport at The Jockey Club’s Aintree, Epsom Downs and Newmarket racecourses.

The Jockey Club stages four of the five "classics" of flat racing – the Derby and the Oaks at Epsom Downs, the 1,000 Guineas and 2,000 Guineas at Newmarket, the Cheltenham Festival and the Grand National at Aintree.

The one-year agreement also provides Jaguar with use of The Jockey Club brandmarks, branding slots on-course, online, and promotion in The Jockey Club's marketing and communications materials.

By working with Jaguar and other brands, The Jockey Club is hoping to use its customer base and marketing firepower to grow British racing’s audience.

Geoff Cousins, managing director of Jaguar UK, said: "This initial one-year deal sits within an overall sports strategy to encourage reappraisal of Jaguar by new customer groups.

"We are very proud of our current product line-up and look forward to working with The Jockey Club to encourage racegoers to get close to the XF, XJ and XK."

Jaguar's decision to get involved in horse racing follows other recent sporting tie-ups. In July last year, it backed the UK's entry to sailing's Americas Cup and in June, it struck a four-year deal to become the official vehicle of the England cricket team.

Simon Bazalgette, chief executive of The Jockey Club, said: "Racing has traditionally viewed its commercial partnership opportunity in terms of race sponsorships. As a sport we've been highly successful, as those deals offer partners excellent value and a strong platform to build their brand and entertain customers.

"Today, we are embracing a new level of partnership, which we believe will prove attractive to UK and international organisations. Brands now have an opportunity to gain value from association with the heritage, leadership and innovation The Jockey Club is recognised for, while capitalising on the growth potential of Britain's second most attended sport.

"We see the key to any commercial partnership is for both parties to achieve success. A mutually beneficial relationship is a sustainable one and, with 260 years behind us, we have the ability to think and act for the long term.

"As we are not the organising committee of an Olympic Games or World Cup, we do not need to put specific targets around securing official partners. However, discussions are already underway with selected brands and we hope to announce further positive developments soon."

The Jockey Club appointed Weber Shandwick Sport in February to provide consumer and B2B support aimed at promoting the organisation to audiences, including sports fans and commercial prospects.

This article was first published on marketingmagazine.co.uk