Jockey Club Sign Jaguar as First Ever Official Partner

May 19, 2011

Britain’s largest commercial group in horseracing, The Jockey Club, has signed an agreement with automotive brand Jaguar to become its first ever official partner on an initial one-year deal.

Jaguar will be able to showcase its range of cars whilst providing VIP transport at The Jockey Club’s Aintree, Epsom Downs and Newmarket Racecourses.

The Jockey Club operates a portfolio of 14 leading racecourses, Jockey Club Estates – which includes the running of training grounds at Newmarket and Lambourn – and the National Stud breeding and education arm as well as leading charity Racing Welfare.

In becoming the ‘official automotive partner’ of the horseracing organisation, Jaguar also obtains the opportunity to use The Jockey Club brand marks, while further exposure will be generated by branding slots on-course and online.

Simon Bazalgette, group CEO of The Jockey Club, hailed the partnership as a “groundbreaking deal”, adding: “Racing has traditionally viewed its commercial partnership opportunity in terms of race sponsorships. As a sport we’ve been highly successful, as those deals offer partners excellent value and a strong platform to build their brand and entertain customers. Today we are embracing a new level of partnership which we believe will prove attractive to UK and international organisations.

“Brands now have an opportunity to gain value from association with the heritage, leadership and innovation The Jockey Club is recognised for, while capitalising on the growth potential of Britain’s second most attended sport. As we are not the organising committee of an Olympic Games or World Cup, we do not need to put specific targets around securing official partners. However, discussions are already underway with selected brands and we hope to announce further positive developments soon.”

Jaguar UK managing director Geoff Cousins stated: “Racing is something of a British institution that attracts attention from all areas of the country. This initial one-year deal sits within an overall sports strategy to encourage reappraisal of Jaguar by new customer groups.”