A world-leading platform for sponsorship
British horse racing offers the chance to be involved in globally recognised sporting events.
With a high proportion of ABC1 attendees and viewers, offering outstanding value for money, return on investment as well as access to some of the most exclusive social events in the British calendar. The structure of a day at the races allows a sponsor to spend an entire afternoon entertaining and networking with guests, and also affords a significant element of glamour and fashion – in a sport that appeals to both men, and women.
Royal patronage gives the sport a particular association with Britishness which is part of its appeal for international investors, who are not just buying into racing, but are buying into Britain.
'British Horseracing's International Influence', The Henham Strategy
Horseracing is loved by the British public
Almost 6 million people attended race meetings in 2019, making horseracing the second most attended sport in the UK behind only football.
ITV Racing has grown its audience 87% on the ITV main channel since taking over from Channel 4 at the start of 2017, with an average main channel show now watched by 792,000 compared to 424,000 in 2016. The 2020 Cheltenham Festival and Royal Ascot both hit record audience highs and the Investec Derby 2020 drew in over 2.2 million viewers, the highest viewing figure for the race since 2012.
Case study: QIPCO
QIPCO have made a long-term investment in British racing and are reaping the commercial benefits and rise in international profile of their brand.
- Media equivalent value of over £28 million and a reach of 962 million (Precise Media, 2019)
- Over 17m viewers via the ITV terrestrial coverage of British racing (2020)
- £109,935 total media value of British Champions Series social channels (2019)
As a privately run commercial enterprise, we are proud to have made a long-term commitment to the sport of horseracing, securing our association with world renowned events such as Royal Ascot and British Champions Day. Our sponsorship portfolio not only brings benefits to our bloodstock operation but it has also significantly raised QIPCO’s international profile.
Sheikh Fahad Al Thani, Director