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i defer to the grey haired one’s wisdom – but genuinely fail to see the similarities…at all
I don’t think that Leopardstown’s hurdle track can be regarded as galloping no, in fact I think it is quite at tight track.
Best
I was thinking the same yesterday when I saw PE entered here, Alan.
As far as I can see the horse, needs a fast pace and galloping track to be seen to best effect. I still think this is a FW plot.
Best
Marlborough in Charlie Hall of a few seasons ago – Mick Fitz up – hammered the first I think – given time to recover and won going away
Hi Alan
The Tote who sponsor all bar the Lincoln and the Stewards Cup have a sponsorship based on their altruistic " our profits stay in racing" mantra of not changing the racename that they sponsor. The Tote do actually bail out a lot of racecourses as a sponsor when another can’t be found or has reneged.
William Hill as the sponsor of the Lincoln isn’t exactly in the need for brand awareness and its a famous one word race name – Coral Eclipse – another good case in point.
Stewards Cup survives I reckon on the grounds of what else would you call it the Blue Square Sprint?
As far as Boyles are concerned they sponsor the weekend at Cheltemham (which was the Bonusprint as you will recall) and wanted a pure branded flagship event.
A lot can be told in the evolution of the brand and the attitude to racenames – the younger the brand the more aggressive etc. WBX’s claim that they would always retain the race name had more to do with PR and a direct contrast to the previously announced Boylesports bonus than anything else I reckon.
The Ryanair is an interesting case in asmuch as there is a quantifiable commercial value associated with the sponsorship given the association through the http://www.cheltenham.co.uk website and the fact that they fly into both airports Bristol and Birmingham that are closest to Cheltenham from Ireland.
Nonetheless the ability of Mr O’Leary to evaluate its benefits is perhaps clouded by the fact that he is a self-confessed racing nutcase and perhaps there is an element of egotism involved in his firm’s association with the race. It may also be harder for Mr O’Leary to make a comparison in terms of value in that his sponsorship portfolio has no other entries!!
People should perhaps also be guarded with reference to Mr O’Leary’s quotes especially after he promised ” free flights for everyone tonight” in the aftermath of War of Attrition’s St Patrick’s Day Gold Cup victory.
The reference to the Bula as being the Boylesports International Bula is self-evident as long as the name Bula remains in the name title the race will be referred to as such.This devalues the association of the race from a sponsor’s perspective as the brand they have paid a premium to promote isn’t promoted.
I cant but help agree that it is unfortunate that the names of races are changed with the loss of a certain amount of heritage. This regrettably is
inevitable when the business of racing is dependant on external sources of income. I am not sure we want to get into a debate about pari-mutuel monopolies versus bookmakers. However the point must be made that in the business of racing the bookmakers put back into the pot (in terms of sponsorship) a fraction of what they take out in terms of profit.In order to balance my comments earlier – race sponsorship can only be properly leveraged by spending as much again on PR advertising,competitions and entertainment. The mere association with the race in itself is poor value for money in strict advertising terms.By committing to a suite of activity surrounding the event the original investment can be maximised properly and value for money gained.
I cannot see what Mackeson as a beer brand were doing associating themselves with a race if not as an advertising vehicle?
Racing is a business – one that dramatically undercharges for its day to day product to its buyers and then often overcharges to its sponsors to help them balance the books. The sponsor is entitled to value for money and regrettably its the rich tapestry of history of the sport that suffers.
There is no question that I would prefer to see races like the Whitbread retain its original title bit we must move with the times.
I am very surprised noone has mentioned the loss of both the Edward Hanmer and the Tommy Whittle to be merged as the Betfair Chase – is that because Betfair are seen as a class apart – or the idea of the Betfair Million has brought a fantastic subtext to the season?
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I disagree with the majority of the comments here and as a marketeer who has been involved in the sponsorship of UK and Irish races for the last 10 years feel qualified to give the oppoing view.
Sponsorship generally is about brand awareness, recognition and association – possibility of client acquisition and an element of good corporate citizenship.
Companies have a plethora of vehicles to choose from in terms of their sponsorship portfolio. Horse racing is one such option. A sponsor will normally put in 25%-33% of the value of the race as an association. This point is to underline the dependancy on corporate benefactors ( this is for televised product)
One of the reasons that racing struggles for sponsorship outside of the gambling corporates is that strictly speaking it does not represent good value for money.The association with the race is all to brief the visual attachment negligible. Contrast that with football and or rugby exposure (note Coral’s association with the Premiership).
In order to leverage association the sponsor is obliged to insist that the race is the Skybet Chase etc. The inclusion of the word Yorkshire means that in the vernacular, the race is also referred to as the Yorkshire and therefore defeats the entire point of the exercise.Note Stayers to World Hurdle transition (although still daft name)
I think the media and racing professionals need to help with this process Alan King referring to the race as the Bula I find irritating – the race is the Boylesports International. It is a case of he who pays the piper calls the tune or in this case name. The math is simple racing needs sponsors in order to survive and the price the industry has to pay is the forsaking of some of its legacy of past champions in order to see new ones.
I would like to see a minimum sponsorship commitment of 5 years for all Grade 1 races that would at least allow public and all racing professionals a chance to get used to the idea and embrace a new name. It is for thse excat reasons that people had no issue with Mackeson or Massey Ferguson Frankly Seasons Holidays 2 year deal for the Champion Chase is a sell out.
Best
Conall
Thanks to one and all
Yes I agree been going to Cheltenham since 1995 and have never experienced such a shortfall in accommodation.
A few friends pointing me in the right direction or the Tourist Board appear to be the way forward.
Thanks again for all help
Best
Kauto – I think you mean Black Harry
He was beaten at the time against Wichita who is a dour stayer
I believe he (Harry) goes chasing
Best
Horse Racing: Brave Inca ruled out for the season
Published: 29/08/2007 (Sport) By Tony O’Hehir
BRAVE INCA, the winner of nine Grade 1 races over hurdles, including the 2006 Champion Hurdle, has been ruled out for the season because of a slight tendon problem.
According to trainer Colm Murphy, the injury to Brave Inca’s near-foreleg was discovered recently, and while the initial reaction was that he might be able to go back in training around Christmas, the decision has been taken to miss the 2007-08 season with the nine-year-old.
Murphy said: "We had Brave Inca and a few of our other better horses checked out and scanned when they came in from grass and it was discovered that he had a minor tendon problem. There is no heat or swelling and we’re calling it five per cent damage.
"Because of the horse he is we’ve decided not to be tempted into rushing things and trying to have him back this season. He owes us absolutely nothing and we are happy that, given time, he will be back 100 per cent next season."
The winner of 12 hurdle races, Brave Inca won three Grade 1 events as a novice, including the Supreme Novices’ Hurdle at the Cheltenham Festival, during the 2003-04 season. After finishing third in the 2005 Champion Hurdle at Cheltenham, he won the Emo Oil Champion Hurdle at Punchestown and finished off the year by landing the December Festival Hurdle at the Leopardstown Christmas meeting.
He brought his Grade 1 score to nine in 2006 when, in addition to the Smurfit Kappa-sponsored Champion Hurdle at Cheltenham, he landed the AIG Europe Champion Hurdle, the Hatton’s Grace Hurdle and the December Festival Hurdle.
Last season he finished second in the AIG Europe Champion Hurdle before again filling the runner-up spot behind Sublimity when defending his championship crown at Cheltenham. He ended the season by finishing sixth in the Champion Stayers’ Hurdle at the Punchestown festival on his first attempt at 3m.Blazing Baileys
Performed with great credit as a 5 year old in all the top staying hurdles last year and a year older seems the best bet in what could prove to be the weakest of the championship divisions.
Inglis Drever is a year older and has to be on the wane at this stage. BJK has proven to be a hype horse – Mighty Man has regrettably left the scene and Hardy Eustace is a light of previous years even over this extended trip.
Wichita Lineman was impressive at Cheltenham but I would be inclined to wait another year with that fella.
At 8’s or higher and with Alan King becoming a Festival trainer to follow – he is my idea of a winter warmer!!
Best
Tremendous effort Adrian
Had a great day on the Saturday -oh to be a layer in Singapore!!
Great race on Sunday -the Japanese are a tremendous force -what did the forecast pay?
Best and was great to see you again.
A word of thanks and appreciation to our own Rory who managed to give me an incredible commentary – full blooded doesn’t really do it justice mate – as I was in Singapore – you could of course just have put the phone next to the TV but for 100% effort and exceptional delivery it was 10 out of 10
If only you could have called Mckelvey the winner – now that would have been the business.
