Services/Sponsorship and promotion

The Chelgate team has a broad range of experience in sponsorship and promotion activity, and the company has itself acted as the principal sponsor for a number of events, in particular in tennis and horseracing.

Chelgate Racing

This special unit was set up in response to recent changes in the rules covering sponsorship in horseracing.

As a result of these changes, we believe horseracing has become the most attractive and underpriced vehicle for sponsorship and promotion of all major sports in Britain.

Key factors include:

• Heavy live television coverage (second only to soccer)
• The only sport with its own dedicated TV Channel (The Racing Channel)
• Massive national print media coverage
• A dedicated daily newspaper
• More corporate entertainment than any other sport
• A 12 month season
• A high level of female attendance
• Ability to target demographic and geographic audiences through the varied racemeeting venues.
• An immature market, meaning that outstanding sponsorship opportunities still remain.

New sponsorship rules mean that jockeys' "silks" and horses' paddock sheets can now carry prominent sponsorship logos, with high levels of in-screen and on-page impact.

Chelgate has successfully run its own racehorses at most of the major racecourses in Britain. Running costs have been substantially covered by prize money won, while the publicity, new business and corporate entertainment benefits have been extensive.

Clients of Chelgate's racing unit have included sponsors, trainers, bookmakers, specialist racing broadcasters and racecourses. Activities have ranged from government relations and issues management to marketing and sponsorship activity - including organising and publicising programmes of sponsored races, planning corporate hospitality and even arranging for a promising young horse to be named after a client product (with subsequent widespread broadcasting and print coverage).

Chelgate were also responsible for negotiating the first-ever sponsorship of an entire racing stable by a commercial organisation from outside racing.