How horse racing can help build brand identity
Sport has an irrefutable global reach. From the people of Costa Rica ecstatic about their national team topping their group in this year’s World Cup, to the whole of Great Britain collectively celebrating when Andy Murray ended the UK’s 77-year men’s champion Wimbledon drought in 2013, sport evokes highs and lows throughout the world like no other form of entertainment.
It is this unique global appeal of sports that makes it a lucrative for brands to be associated with.
Despite the clear advantages of sports’ marketing, some sports are more lucrative than others. In other words, certain sports create significantly more opportunities and potential for marketing success than others.
With an estimated one billion people tuning in to watch Germany battle against Argentina in the World Cup 2014 final, having a banner on the periphery of the Maracana Stadium in Rio de Janeiro would of course be in most brand’s interest.
On a more realistic level, horse racing offers unique and rewarding marketing opportunities for a huge mix of brands.
Horse racing and brand marketing
After football, horse racing is the biggest sport in Britain in terms of television audiences, attendance and revenue. In fact, according to reports, in 2008 horse racing had “four of the top eight attended sporting events in the UK with total attendances of nearly six million.”
Naturally, if you’re a brand of virtually any industry or niche, getting your banner seen to such a prolific number of people attending these racing events and watching them on television, is appealing.
What’s particularly great about horse racing for brand exposure is that unlike many sports, it appeals to a broad audience of both men and women. Consequently, brands can market their products to a much wider audience.
As the Minister for Sport said in a paper compiled by the British Horseracing Authority:
“The appeal of racing is universal: It appeals to people of all ages, backgrounds and socio-economic groups. Not only do people attend racing; many more people watch it on TV.”
The savviest of brands recognise the unique and profitable potentials of horse race marketing.
This starkly traditional sport is rising in popularity with each passing year. As its popularity increases, some of the most distinguished brands are dedicated marketing focus and budget in the sport. The likes of Jaguar, John Smiths, Ryanair and Sony are brand names that are commonly seen at horse racing events.
Whilst tobacco cards, which featured baseball stars of the day, appeared as far back as the 1870s, the real rise in sports marketing was with the onset of the coverage of sport on television over the last 70 years or so.
However, the incredible growth in the popularity of sport in general has resulted in a rise in the use of sport to market products and services. Sporting events as diverse as the Wimbledon final and the Yorkshire Bloom Handicap at Ripon Races, are now seen as major brand events, which push brands into a more public domain.
This blog post was written by Banners and Mash. Banners and Mash is based in Leeds and provides fantastic value printed banners, flags, signs, window and floor graphics for a huge range of business and industries.