Case Study: The Jockey Club

Following a competitive pitch gameplan won the Jockey Club Racecourses business to represent Britain’s oldest sporting event, the Epsom Derby.

Our task was to develop a clear sponsorship proposition for this world famous property and a sponsorship sales strategy, the goal being to recruit new partners for the event and new revenue.

Having carried out a full audit of the Epsom Derby’s sponsorship assets and detailed valuation we were able to identify the Epsom Derby’s strengths and weaknesses as a brand platform and its place in the sports marketing landscape.

While representing Jockey Club Racecourses for just over a year, we secured sponsorship deals with Jaguar, Audemars Piquet, The Irish Tourist Board and William Hill and in doing so created over £1m on new revenue. Plus we provided consultancy supporting the Jockey Club’s renewal negotiations with title sponsor, Investec.

Following our successful work on the Epsom Derby we subsequently created a further £1m plus partnership deal between Close Brothers and Jockey Club Racecourses.