Business
Guards Polo Club is probably as well known in the emerging polo markets of the world as it is in the UK. Guards Polo Club’s Chief Executive Neil Hobday explains why it is important for the Club to be represented at the heart of these new sporting arenas
EXPANDING
HORIZONS J
ust days after returning from Beijing and the first Cartier International China Polo Challenge event, the Chief Executive’s phone is already
ringing with members and other polo supporters around the world suggesting new global ventures for Guards Polo Club. However the Club never takes on these new projects lightly, always seeking advice from players and members who have experience of the proposed new territory. “It is vital that everyone involved with Guards Polo Club understands the reasons why we manage events overseas,” said Neil. “As a leading polo club in the world we have the ability to support and assist the development of polo in emerging and re-emerging markets. In addition, we have very clear business reasons for taking on new ventures such as the Cartier polo tournaments in Dubai and China. A club of our size as a business needs to operate on a 12-month cycle and not just during the UK polo season. We are fortunate to own a strong brand and as such we are able to build on our event delivery capability by maximising our merchandising and licencing potential worldwide.” The events which Guards Polo Club has
been involved with so far have all fallen outside of the Club’s own five-month season. However Neil doesn’t rule out the possibility of running events alongside the UK fixtures. “The intensity of polo and events at Smith’s Lawn means that our already small, but highly experienced team is at full stretch. However if an appropriate opportunity arose I would, of course,
ensure that we geared up appropriately so that both our season and the new event were equally successful,” explained Neil. “It is also important that our external events have a healthy combination of Guards patrons and professionals as well as players from around that region,” added Neil. “This clearly shows that polo is truly an international community and provides our own players with an excellent opportunity to compete and socialise with like-minded people.” Of course these extra-curricular events
have attracted new playing members to Guards Polo Club. The Club is proud of its impressive playing membership, but knows that this area needs to be fluid. These members breathe new life into the Club in particular and the sport in general. So where next for the core team at Guards Polo Club? Of course Neil doesn’t
have a crystal ball and, although his team keeps up-to-date with developments in the sport around the world, he is never 100 per cent sure where the next opportunity will come from. “We always keep an open mind as to where the next polo event may be and whether it is a developing or a redeveloped area. Our only restraints are that the event has to be operationally and commercially viable.” Neil added: “I always hear rumours of where Guards may be heading to next and many people are currently asking me about Brazil. Of course I would be thrilled to organise a competitive event in Latin America, especially in Brazil with its mature polo market. Wherever we head to next though, I know that Guards Polo Club will deliver a first-class sporting and social event that will impress sponsors, players and event guests alike.”
TENGOAL 43
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