The Jockey Club
Proposition development
Marketing collateral
Content development
Challenge
The Jockey Club was founded in 1750 and today runs the UK’s second-biggest spectator sport operating 15 racecourses nationwide along with The National Stud, Jockey Club Estates, Jockey Club Catering, Jockey Club Live, Jockey Club Services and a charity, Racing Welfare.
We were asked by our friends at Gameplan to help The Jockey Club in their search for a new brand sponsorship partner. This was the first time that the organisation had decided to actively seek a major brand partner with access to the whole portfolio.
Our challenge was to define the sponsorship proposition to engage potential partners to help them understand not just what The Jockey Club is, but why they – and they alone – could provide the right opportunities needed to be able to achieve their prospective partners goals.
Solution
We began by defining the strategic benefits of the offer as well as the potential experience, and then translated them into compelling messages and proof points to help partners see the broader value The Jockey Club would bring to the table.
We chose the iconic race track badges as a way to bring the sales collateral together in a professionally presented way. Carrying some of the key themes, the badges became a strong graphic across all of the materials, highlighting facts and figures and creating a bright, bold and ownable visual language, compatible with the main visual identity, resulting in a new, engaging sponsorship style.
The badges themselves became a physical addition by being tied to the presentation packs, adding a touch of the track to meetings with prospective partners.
