Epsom Downs RacecourseHome of the greatest flat race in the world

The Importance of Sponsorship in Racing: A Case Study – Investec Derby Festival

‘Derby Day’ by Phil Daniels

THE DERBY

62%GRAND

NATIONAL

60%WIMBLEDON

48% FA CUP FINAL

44%

THE DERBY

61% GRAND

NATIONAL

56%

WIMBLEDON

56% FA CUP FINAL

45%

Words associated with The Derby*

“WORLD CLASS”

“PRESTIGIOUS”

“HERITAGE”

Events associated with ‘heritage’*

Events most seen as ‘prestigious’*

69%

73%65%

SAY ONLY THE WORLD’S GREATEST HORSES CAN PARTICIPATE

BELIEVE THE DERBY IS PART OF THE NATIONAL HERITAGEAGREE IT IS A GENUINELY WORLD CLASS SPORTING EVENT

The Derby’s Position

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

Global TV Audience

Press Coverage

Digital Exposure

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 Sport+Markt 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

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 Derby’s 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

5 key criteria for Investec

1. EXCLUSIVITY Investec are an integral part of one of the world’s 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 Investec’s stakeholders and drive their brand

4. SHARED & ATTRACTIVE VALUESTradition, Outgoing, Cosmopolitan, Dynamic & Best in class

5. ENTERTAINMENTA world-class venue and hospitality on par with any of the world’s most iconic sporting and social occasions

Don’t take our word for it!

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 Investec’s 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

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 2:1 on sponsorship spend

The criteria we must deliver

1. PRESTIGE2. RECOGNISABILITY & AWARENESS3. AUDIENCE LOYALTY

4. CATEGORY EXCLUSIVITY 5. PROTECTIONS FROM AMBUSH6. DEGREE OF SPONSOR CLUTTER7. ABILITY TO ACTIVATE 8. NETWORKING OPPORTUNITIES 9. MEDIA COVERAGE POTENTIAL 10. TRACK RECORD OF SUCCESS

Thank you

Rupert Trevelyan Managing Director Epsom Downs Racecourserupert.trevelyan@thejockeyclub.co.uk