The new partnership will allow the car firm to showcase its range at The Jockey Club’s Aintree, Epsom Downs, and Newmarket Racecourses, as well as providing the VIP transport.
The Jockey Club operates 14 leading racecourses and Jockey Club Estates, which includes the running of training grounds at Newmarket and Lambourn, as well as the National Stud breeding and education arm.
It also runs Racing Welfare, a leading charity in the sport.
Simon Bazalgette, group CEO 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’.
As the official automotive partner of the horseracing organisation, Jaguar will also have the opportunity to use The Jockey Club brand marks, while further exposure will be generated by branding slots on-course and online.
Jaguar UK managing director 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’.
Published: 20/05/2011
Source: http://www.sportindustry.biz/news/view/9813/jaguar-signs-jockey-club-sponsorship
