London racecourses unite for brand appeal

3 London racecourses are showing a united front to assist brand exposure at their collected events. Kempton park, Sandown Park and Epsom Downs have a combined count of 136 race fixtures between tem and belive that this could bring together a unique audience for brand experience awareness, placement and sampling.

Jockey Club Venues’ three London racecourses have experienced a growing number of companies using their race days to maximise brand exposure in front of record crowds and increased TV audiences.eriod and attracts 30,000 race-goers to the two day seasonal celebration. Brands are increasingly drawn to The Jockey Club’s London racecourses due to their location, the prestigious events they stage and the footfall they command.

Kempton Park Racecourse also benefits from 3.2 million homes falling within a 60 minute drive, offering substantial opportunities for exposure and brand engagement. Selected race fixtures staged at the London racecourses receive television coverage on Channel 4 or BBC throughout the year, and all fixtures are aired on racing’s leading subscription channel, Racing UK, which receives up to 95,000 weekly viewers.

“Racing is being marketed better and more widely than ever, and we are reaping the rewards, with record crowds at race days, increased television audiences and more companies looking for product placement opportunities,” commented Rachel Kindon-Saxby, marketing manager at Epsom Downs Racecourse.”

Being so close to London is clearly important to companies looking for brand exposure, and with just 15 miles separating Kempton Park, Sandown Park and Epsom Downs, products can be easily transferred. As the second largest spectator sport in the UK, brands have switched on to the opportunities available at racecourses to build the awareness of their products and services to new and existing consumers.

With a combined count of 136 race fixtures, companies including Wrigley, Philip Morris, Tullamore Dew whiskey, Häagen-Dazs, Burts Crisps and Brothers Cider, have all engaged with audiences at the London racecourses. As a result, sampling and product placement have become a regular part of race days staged at Kempton Park, Sandown Park and Epsom Downs.

Throughout the year, the London racecourses host some of the pinnacle events in the horseracing industry. Highlights include Epsom Downs’ Investec Derby in June, Britain’s most attended one day sporting event, attracting 130,000 spectators; Sandown Park’s bet365 Ultimate Celebration of British Horseracing in April and the Coral-Eclipse in July, both drawing crowds in excess of 20,000; and Kempton Park’s William Hill Winter Festival, which takes place over the Christmas.”