27 April 07

An estimated 500,000,000 global television viewers were expected to tune in and see the richest horse race in the world when the 12th Dubai World Cup got underway at Nad Al Sheba racecourse in Dubai on 31 March 2007.  And as a lucky attendee, it lived up to all its expectations.

The atmosphere on the racenight and at the preceding events was exceptional with Google-size budgets to secure the best in entertainment, hospitality and racing. With attendance reaching 65,000 accommodated in stunning grandstand facilities, and an ever expanding International Village, you cannot fail to be inspired by the Dubai racing dream.

With record prize money of $6m prize money on offer it might not take you long to guess who its title sponsor is. Yes, Emirates Airline is the backer of the Dubai World Cup, now acknowledged as the greatest – horse race – show on earth.

Dubai is a staggering cosmopolitan metropolis of dynamic growth, prosperity and progress. Strategically located where East meets West, the city now serves as a commercial and transportation hub under the watchful eye of its creator – Sheikh Mohammed bin Rashid Al Maktoum, currently the Prime Minister and Vice President of the United Arab Emirates, as well as the Ruler of Dubai. And Sheikh Mohammed is on a mission to make Dubai’s horseracing the undisputed zenith in the sport.

Loyal sponsors

In its relatively short life span, the Dubai World Cup has surpassed all expectations, with year-on-year expansion aided by its exceptionally loyal family of sponsors. 

Emirates Airline has been the title sponsor of the Dubai World Cup since 1996, but the event also enjoys long-standing support from a range of sponsors. Its race sponsors include Dubai Duty Free,  property group Nakheel, Gulf News, mobile operator Etisalat, Saeed & Mohammed Al Naboodah Holding and EMAAR Properties. 

In addition, there are also a number of supporting event sponsors including African + Eastern, BBC World and Land Rover as the Official Car. This fits perfectly for the resurgent Land Rover brand which provided a fleet of 30 luxury flagship Range Rover vehicles, available to transport VIP guests, jockeys, trainers and their families to the race track and around Dubai. 

Whilst loyal and impressive, all of the event’s race sponsors are Dubai-based and this leaves an opportunity for international brands to partner a truly international event with global exposure.  Sponsors work hand-in-hand with the Dubai Racing Club, organisers of the Dubai World Cup, to help grow the event to the mutual benefit of all stakeholders and this is evidenced by Emirates Airline’s own event activation.

Sheikh Ahmad Bin Saeed Al Maktoum, President of Dubai Civil Aviation and Chairman and CEO of Emirates Group, on the eve of the Dubai World Cup, commented: ‘The group’s horseracing and other sports sponsorship has helped build Dubai into a premier tourist, business and financial hub.

‘Similar to 2006, Emirates will once again be taking the Dubai World Cup to America with a two-hour programme on the ABC network which reaches more than 100 million homes across the United States.’

A new future - Meydan

If creating the richest horse race in the world was not enough for His Highness Sheikh Mohammed and Dubai, then the new plans unveiled at the Dubai World Cup by Dubai Racing Club for a horseracing city called Meydan should do the job. 

The development will be shaped like a falcon and will include a world-class hotel, more than ten restaurants, a museum and covered car parking for 10,000 visitors.  A 4Km canal will also run from Dubai Creek to the racecourse. It will eclipse the recent Ascot racecourse development which cost in the region of £250m with an expected cost of a staggering £500m. To mark its launch, prizemoney for the showpiece race in 2010, when the new racecourse will be completed, will almost double to $10m making it the world’s richest horse race . . . by a long way! International sponsors – start queuing.

by Merrick Haydon of Revolution Sports Marketing Group

Merrick Haydon can be contacted at Revolution Sports Marketing Group on 01903 883747; www.revolutionsports.co.uk

4 April 2007

Revolution Sports Marketing Group has signed Nissan (GB) to be the new title sponsor of the prestigious Chatsworth International Horse Trials staged on 12th and 13th May 2007.

Nissan has pledged a five-figure sum plus the use of a selection of their impressive 4×4s as official vehicles to transport the team of vets, doctors, stewards and judges around the cross-country course which is set against the magnificent backdrop of Chatsworth House in Derbyshire, UK.

The Duke of Devonshire, on whose estate the annual international horse trials takes place, welcomed Nissan’s arrival: “Every year we work hard at enhancing the horse trials, so the arrival of a new major sponsor into the sport is tremendously good news. Nissan’s support will help us create an even better weekend for both spectators and competitors and we are greatly looking forward to their input.”

Caroline Earley, Nissan Brand Promotions Manager said: ‘We are delighted to be the title sponsor of the Chatsworth Nissan International Horse Trials. It is a wonderful opportunity to expand into a new market and we hope to build a long standing relationship with the event.”

Chatsworth offers exciting cross-country action on both days, the climax being the World Cup qualifier on Sunday 13th May 2007 which will attract many of the world’s best riders.

Revolution Sports Marketing Group: +44 (0)1903 883747
www.revolutionsports.co.uk / www.chatsworth.org / www.nissan.co.uk