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CHELTENHAM SPONSORSHIP

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CHELTENHAM SPONSORSHIP – PowerPoint PPT presentation

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Title: CHELTENHAM SPONSORSHIP


1
  • CHELTENHAM SPONSORSHIP
  • __________________________________________________
    _
  • AS RECOMMENDED BY
  • MR THOMAS PINK

2
CONTENTS
  • Introduction to Thomas Pink
  • Thomas Pink sponsorship
  • Why sponsorship?
  • Why racing at Cheltenham?
  • What we got out of it?
  • Why did we stop?
  • What can racing do to attract and retain sponsors?

3
INTRODUCTION TO THOMAS PINK
The leading international luxury shirt brand
4
INTRODUCTION TO THOMAS PINK
A brand steeped in the tradition of stylish
dressing for men in all environments
Beau Brummell the 1st Dandy
5
INTRODUCTION TO THOMAS PINK
SHINKONG, BEIJING
MADISON AVE, NYC
  • 76 stores worldwide
  • Core in UK and USA

6
Part of the LVMH Group
INTRODUCTION TO THOMAS PINK
 
 
   
7
THOMAS PINK SPONSORSHIP
  • Sponsors of the Thomas Pink Gold Cup at
    Cheltenham 2000 2002
  • First and only sponsorship event
  • Targeting core UK customer base

8
WHY SPONSORSHIP?
  • Raising brand awareness
  • Complimentary associations
  • Emotional appeal to customer
  • Entertaining opportunities
  • Driving revenues

9
WHY RACING AT CHELTENHAM?
  • A very strong UK brand with international
    recognition
  • The home of British national hunt racing
  • Huge audience attendance and featured media
    coverage
  • Opportunity to own an important sporting event
  • Opportunity to stamp the PINK identity

10
WHAT WE GOT OUT OF IT?
  • Ownership of a prestigious, complimentary event
    over three days..

11
WHAT WE GOT OUT OF IT?
  • Increased revenues

12
WHAT WE GOT OUT OF IT?
  • Increased brand awareness through media
  • Hit television audience of over 2.5 million
  • Editorial coverage covering 58 million readership
  • Editorial coverage to value of 100k
  • Increased brand awareness through our activity
  • Special products
  • Competitions best dressed/own a racehorse for a
    race
  • Web links
  • Store promotions
  • Social events with racing community

13
WHY DID WE STOP?
  • Achieved our aims in the UK in the three years of
    sponsorship
  • Continued committed effort to keep the event
    innovative
  • Limited marketing spend
  • Business becoming more internationally focused
  • Brand more fashion focused

14
WHAT CAN RACING DO TO ATTRACT AND RETAIN SPONSORS?
  • Be clear as to motives for wanting sponsors act
    accordingly
  • Provide compelling stories and ambassadors
  • Understand the sponsors motives and partner with
    them
  • Involve themselves in the sponsors marketing
    activity outside of the specific event
  • Make the event an essential part of the sponsors
    business

15

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