Britain’s Jockey Club has recruited automotive brand Jaguar to become its first-ever official commercial partner in an inititial one-year deal.
The new partnership will allow Jaguar to showcase its range of cars whilst also providing VIP transport at the Jockey Club’s Aintree, Epsom and Newmarket racecourses.
As the ‘official automotive partner’ of the Jockey Club, Jaguar will have the opportunity to use the racing organization’s brand marks, while further exposure will be generated by branding slots on-course and online.
‘It’s a groundbreaking deal’, said the Jockey Club’s Simon Bazalgette. ‘Racing has traditionally viewed its commercial partnership opportunity in terms of race sponsorships. As a sport weve 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.’
‘As we are not the organising committee of an Olympic Games or [a soccer] 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.’
Jaguar’s Geoff Cousins added, ‘Racing is something of a British institution that attracts attention from all areas of the country. This initial one-year deal sits within an overall sports strategy to encourage reappraisal of Jaguar by new customer groups.’
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