GOAL THREE
racing simulator, provided by RACE. They then received free admission tickets for two people to go racing at the next race meeting closest to them. Overall attendance at the events was approximately 1,200 children and the schools and public reaction was very positive.
We understsnd that the programme will increase to nine dates in 2011 and further expansion is planned in subsequent years.
In addition to these education days, there are plans for trainer and jockey visits to schools and school tours to trainers’ yards in a ‘racing in the community’ drive.
HRI should liaise with the main colleges to encourage racing clubs, social clubs and student union outings/ fundraisers to racecourses. They will create links with racecourses for student days and explore opportunities for promotional horse ownership through lease arrangements, linked to the ITM domestic ownership development plans outlined below.
3.6 OWNERSHIP
Racehorse Ownership has significant potential as a promotional tool and discussions are taking place with the Irish Vintners Association & Licensed Vintners Association to develop a Pub syndicate programme. Work with student groups also shows the potential for building interest and revitalising third level racing clubs through promotional ownership schemes. Domestic ownership marketing is now part of ITM’s responsibility and they should develop this programme throughout the year. The ITBA is closely engaged in similar ideas and opportunities for joint efforts should be explored.
3.7 COMMERCIAL CUSTOMERS
Companies who sponsor races and entertain guests at race meetings are a vital source of revenue for the racecourses and the prize fund. Sponsors & Corporate Hospitality move with the economic cycle and racing must position itself for the upturn. One thing is certain: new sponsors, post- recession, will bring a professional sales and marketing analysis to bear on the investment. Merely ‘sticking the company sign on the event’ as a gesture of support is a thing of the past. The new sponsorship approach seeks to own the event and participate in shaping it.
There is an opportunity for racing in the convergence of STRATEGIC MARKETING GROUP REPORT TO HRI BOARD PAGE 23
interests between corporate bodies and their customers. They seek relationship building with customers and want sponsorship opportunities where authenticity and interest meet. This is precisely where racing will position itself in future. HRI should lead the communication of racing’s ‘fit’ with corporate needs through research and active campaigns directed at decision makers in companies.
The integrity of the sport must be maintained to give confidence to the corporate sector.
3.8 MARKET UNDERSTANDING
The research extracts at Appendix D & E are from the December 2010 B&A Report which, among other findings, identify the best potential market segments. New research into consumers’ attitudes to, and propensity to engage with, racing has been commissioned and will be used to develop the creative message for use in future Advertising and PR campaigns. Interest levels in the sport will be tracked against the levels established in the 2010 research. The Consultation and Research List at Appendix G shows the bodies and research papers which have been consulted in the preparation of this report.
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