Oct Nov 09 HSA "Brand Wagon" Sportsmedia

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Sportsmedia Broadcasting joins The Horseracing Sponsors Association.

Transcript of Oct Nov 09 HSA "Brand Wagon" Sportsmedia

  • BRANDWAGON BULLETIN OCTOBER/NOVEMBER 2009 OCTOBER/NOVEMBER NEWS FROM HSA HQ HSA AND ASCOT TEAM UP TO SHOWCASE SPONSORSHIP Contents: Page The HSA and Ascot Racecourse hosted a sponsorship seminar on the 27th HSA / Ascot Sponsorship October, attended by 90 sponsorship and industry professionals. RTA Public- Event 1-3 ity kindly partnered the event, Sodexo sponsored the delegate dinner and provided wonderful food both in the evening and at lunchtime, and Revolu- tion Sports Marketing Group kindly sponsored the champagne reception. HSA Welcomes New Without our partners support and of course Ascots hosting we would not Members 4 have been able to put on the event so we are most grateful to everyone in- volved. HSA and Sponsorship News 4-6 The day was compred by BBC presenter Rishi Persad and Janet Walker, Commercial and Finance Director at Ascot welcomed delegates before Nic Coward, Chief Executive of the BHA set the scene in emphasising that Racing needed to work together to achieve change and enhance the product. Stephen Burn, Director of Racing at Betfair then threw up some fascinating HORSERACING SPONSORS stuff he spoke about the objectives and scope of Betfairs sponsorship pro- ASSOCIATION LTD gramme, from their flagship the King George, to the grass roots support of the apprentice and conditional training series and providing a doctor for the STIRLING WAY PJA but he also gave examples of some poor sponsorships or rather the BOREHAMWOOD poor attitude of the property holder towards the sponsor/potential sponsor. HERTFORDSHIRE WD6 2AZ He also went on to reveal that when Betfair was formed the Industry was of- Tel: 0208 207 4114 fered a stake in the organisation. Fax: 0208 238 7370 Following this Nick Attenborough from REL presented Racing for Changes objectives, how this would affect partnerships in the sport but more impor- PRESIDENT: George Ward tantly spoke of how everyone in the sport must be more open to new ideas CHIEF EXECUTIVE: Nigel Payne and create unique offerings. He explained that REL had not actually set out PA: Sheila Rowe its proposed initiatives yet, but stressed that premierisation was top of the Email: [email protected] list and he also gave many examples of quirky and unique new events and Consultant: Mary-Ann Sandercock ideas that journalists had suggested REL undertake to capture the general Tel: 07786 925803 publics imagination. This was received extremely positively from the delegates many of whom have been there, seen it, done it! 1
  • HSA and Ascot Racecourse Host Sponsorship Event cont... We then had three operational presentations: David Johnson from Sodexo, Jeremy Wilton from RTA publicity and James Earl from Clarke Willmott ,who spoke of the very necessary considerations that all parties should take into ac- count when setting up a commercial sponsorship or organising an event. Philip Brannan of Sportsguide followed with a case study on the Dubai Duty Free Shergar Cup which demonstrated what Nick Attenborough had been talking about and he said its success possibly reflected that racing is willing to embrace change and a broader racing public is ready for it. A lively workshop session followed in the afternoon delegates were provided with a brief to promote and launch a new isotonic energy drink called Motivator using horseracing as a platform. There was some really creative stuff but continuing on the thinking outside the box theme our panel of Nigel Payne, Jane Jackson, Nick Attenborough and Johnny Weatherby together with Rishi Persad and Mary-Ann Sandercock concluded that the most innovative pro- posal was created by team Art Connoisseur (all teams were named after Ascot winners this year). The winning team included: Simon Claisse - Cheltenham Racecourse, Nicky Hares - Newbury Racecourse, Roger Hart - Countrywide Pro- motions Ltd, Charlie Hoynes - Sportsmedia Broadcasting Ltd, Emily Smith - Sportsguide and Adam Waterworth Doncaster Racecourse. Team members Adam Waterworth and Roger Hart then gave a very entertaining presentation of their proposal which included Frankie Dettori becoming the Mr Motivator of horseracing, a bullet race series with the series winning horse then running against Usain Bolt and Motivator cans being recycled into a horseracing themed sculpture to be sited by the M5. Amongst other prizes ,each member of the team won a pair of badges to Royal Ascot and Rishi Persad then generously went on to say that if any of the winners was not able to attend but gave their pair of tickets to people who had never been racing before then he would invite the racing newcomers to spend that day with him and the BBC.. Sara Hay-Jahans from the BHA, Tanja Rasmussen from Business in the Community and Claire Sheppard from Plump- ton Racecourse jointly presented on the highly topical subject of establishing presence and partnerships in the local community. Claire Sheppards presentation about Plumptons community policy and integration into the local commu- nity was a real eye opener, and the way forward for the regional courses. The finale of the day really capped the theme of change and innovation Lee Pinnington from Matalan was a breath of fresh air in his presentation about their partnership with the Grand National meeting. He enthused about racing being the perfect platform for retail and stated they had realised measurable increased sales figures throughout the country following the event. If we could have bottled his presentation and used it to demonstrate to other retail and lifestyle brands that racing can deliver then wed be laughing. He said the Grand National meeting ticked all the boxes for them they stretched the boundaries in leveraging their sponsorship and invested a great deal of money into it but they were delighted with the results and he said theyd continue to stretch the boundaries further. In the Q&A session after somebody asked if Matalan would look to expand their horseracing sponsorship portfolio, and following a positive reply poor Lee took a long time in managing to get out the door at the end of the day as there were many people forming a queue to talk to him! The seminar was followed by a superb delegate dinner and champagne reception. The Hon. Harry Herbert was a bril- liant after dinner speaker and should be on the stage hes hilarious and does a very funny cockney accent! The feedback from the event has been immense - it could even be said that never have we seen an ensemble of horseracing practitioners and partners in one room being so positive there was a real buzz. Possibly its the climate but as far as sponsorship is concerned maybe were ready for change. 2
  • B RA NDWAG ON BULLETIN NOVE MBER /OC TO BER 09 GALLERY Stephen Burn, Betfair Sara Hay-Jahans, BHA Nick Attenborough, REL Team Art Connoisseur presenting their winning workshop proposal Workshop Session Lee Pinnington, Matalan Harry Herbert, entertains delegates at the dinner 3
  • B RA NDWAG ON BULLETIN NOVE MBER /OC TO BER 09 OTHER HSA AND SPONSORSHIP NEWS HSA WELCOMES NEW MEMBERS The HSA is delighted to welcome new members At The Races, SIS and Sportsmedia Broadcasting to the Association. Sponsorship and commercial partnerships in broadcasting is an expanding area and each of these organisations, and indeed existing members RacingUK, are increasingly working with racecourses and sponsors to maximise the sponsor- ship benefits and profile with horseracings fanbase. At The Races and SIS will be very familiar to everyone in the Industry but Sportsmedia Broadcasting may not be, so here is a bit more information about them.. Sportsmedia Broadcasting Ltd is the UKs leading provider of LIVE sports and finance news