8 out of 10 Irish Sponsors Prefer Loyalty
'Increasing Brand Loyalty' is named as the top priority by 8 out of 10 sponsors in making the business case for sponsorship.
Horse racing in Ireland has aligned successfully with top brands across all sectors for many years and the marketing team in Horse Racing Ireland knows how to design and deliver a complete package, in partnership with racecourses, to build loyalty among your external and internal customers.
HRI is the national body for the development and promotion of horse racing in Ireland. The marketing team has many years of experience in creating and activating sponsorship from the client and rights holder side of the table. We work with sponsors' marketing teams and agencies to ensure delivery and to build lasting relationships. A conversation with us will quickly reassure you that we will only bring forward proposals, and make racecourse introductions, which match your business objectives.
There are 26 racecourses in Ireland, presenting a range of weekend, evening and weekday fixtures. Horse racing is Ireland's most successful international sport. Our top racing festivals are world-renowned and provide a unique combination of sporting and social experiences. Each racecourse is at the centre of its local community, with loyal and enthusiastic support and engagement at all levels of society. HRI marketing will happily advise you about the opportunities in sponsorship at each of these venues.
To start with, we will listen. Our most successful partnerships have emerged from finding out what a business is trying to achieve and then giving an honest appraisal of what a racing or racing-related sponsorship can do to help. Alignment is the guiding principle of any conversation we have with sponsors.
HRI marketing operates independently of the racecourses so we can make a recommendation tailored to your needs. The solution for you may be one race at one meeting, a full race card, a race series or a non-racing package such as raceday entertainment/fashion/raceday experience.
We have close working relationships with all racecourses in Ireland and act as an online portal for them through our
. We can advise them on preparing a sponsorship package for clients and assist them as required in putting it all together for both parties.
Almost everyone goes racing sooner or later and regular racegoers tend to be better-off urban and rural dwellers who like to socialise in the company of like-minded people. The Male/Female split is 60:40 and 50:50 at the major Festivals.
27% of the population are 'interested or very interested' in racing and interest levels are strong among twenty-somethings who see racing as a new place to mix and mingle. They 'get' the feeling of deep tradition and the unique sporting success story of Irish racing.
Selected meetings will deliver an AB profile of business owners and influencers who are otherwise very hard to reach.
HRI takes the guesswork out of your targeting because we have analysed racegoers at all the major meetings and have a clear picture of who goes racing, where, when and why. We know their media habits and lifestyles and the things that motivate them. Our racegoer database analysis will provide you with a detailed picture of racegoers at Irish racecourses.
Racing attracts sponsors from across the business spectrum in Ireland and many blue-chip brand names at home and from abroad.
“Sponsorship of the Grade 1 Flogas Novice Chase at Leopardstown provided us with excellent brand awareness through a multi-platform campaign including TV and digital coverage in a cost-effective way.” – Eoin O’Flynn, Flogas Ireland
GAIN Horse Feeds has a strong association with the Curragh Racecourse for a number of years and is delighted to once again partner with the Curragh Racecourse in sponsoring the prestigious Group 2 GAIN Railway Stakes. Many of our customers are deeply involved in both the racing and bloodstock industries and we see this collaboration as a unique opportunity to underpin our commitment to these sectors.
GAIN Horse Feeds
It is a great honour for Longines to become the Title Partner of Longines Irish Champions Weekend, showcasing Ireland's two premier racecourses, namely the Curragh and Leopardstown racecourses. Providing our long-lasting timekeeping expertise for this two-day meeting illustrates our continued commitment to equestrian sports, which are part of our rich history since 1878.
We have been working with Punchestown for seven years as sponsors of the BoyleSports Champion Chase. In that time, we have found Janet and the team to be a dedicated, supportive and an all-round amazing group of people to work with. This is one of the main reasons for continuing our sponsorship. Our partnership with the Punchestown team ensures that we maximise the event to its full potential, and give our customers the best possible racing experience.
“Sponsoring Ladies Day gave us the chance to give something back to our customers who are primarily ladies. Our day went well and it would be something I would like to grow.”
This sponsorship has significantly raised our brand profile not only in Ireland but across Europe too. With over 750 businesses attending the festival, the partnership with Punchestown provides us with an excellent platform to engage with our current customers and connect with new ones so that we are in the best position to support the SME sector in Ireland.
The team at Ballinrobe always provided the exposure to our target audience and being a leading racecourse in the west of Ireland it continues to provide incredible value. A day at Ballinrobe Races is a great pleasure, our customers from all over Ireland and beyond are always keen to return and enjoy the hospitality. John and the team constantly review our sponsorship requirements to ensure they meet our marketing objectives.
The Team at Punchestown are extremely hard working and dedicated and this is reflected in the excellent results we get as a partner hotel and from our sponsorship programme. Punchestown are instrumental in ensuring that the National Hunt Festival is one of the most successful weeks of the year in the Killashee through referrals, hotel bookings and also by looking after our clients at the racecourse throughout the week.
From erecting advertisement boards on raceday, the advertisement in the racecard, national and local newspaper/web coverage together with the large crowds attending the races, it makes good business sense for advertising a business on this platform.
Colm McLoughlin, Executive Vice Chairman Dubai Duty Free, "Dubai Duty Free’s support of major sporting events, including world-class horse racing, is very much in line with our strategy to promote Dubai and our brand. Our relationship with the Curragh has grown extensively over the years since our sponsorship of a race on Darley Irish Oaks Day in 2002 to becoming title sponsor of the Irish Derby in 2008."
Dubai Duty Free
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