Programme of work will connect targeted prospect marketing with audience-led sales narratives and support for priority sponsorship pitches.
Tuesday 22nd September
The Jockey Club has appointed UNTAPPED Partnerships to deliver a new sponsorship growth programme designed to help the organisation engage, nurture and progress priority brand prospects, and strengthen how its commercial opportunities are presented to the market.
UNTAPPED’s unique audience insight methodology will help The Jockey Club identify the racing audiences most relevant to priority brand prospects, and turn those insights into tailored sponsorship propositions, creative platforms and sales narratives linked to each brand’s commercial objectives.
The relationship combines UNTAPPED’s audience methodology with its B2B sponsorship marketing product GainLine and strategic support across priority commercial opportunities.
Complementing The Jockey Club’s sales team and agencies, the programme will include prospect and sector strategy, sponsorship-focused content planning and production. It will also deliver guidance on targeted B2B activity, development of stronger sales narratives and materials, engagement reporting and support for selected priority pitches.
The initial programme will support The Jockey Club’s priority prospect list, existing commercial pipeline, and priority renewal and growth opportunities. It will also support major opportunities across its wider commercial portfolio, which spans 15 racecourses and includes major events such as The Cheltenham Festival, the Randox Grand National Festival and The Betfred Derby Festival.
Matt Powell, Partnerships Director at The Jockey Club, said: “The Jockey Club has an exceptional combination of live experiences, audiences, data, content and partnership assets. Our ambition is to be a leading rightsholder in how effectively we leverage these assets for the benefit of our partners and racing fans. The opportunity is to ensure that more of the right brands understand the full breadth of what we can offer, and that we present it in the smartest, strongest and most relevant way once conversations begin.
“UNTAPPED brings together audience insight, creative thinking and practical commercial support in a way that complements our existing team. This is not about simply creating more marketing activity or having more sales conversations. It is about helping us nurture priority prospects more effectively, strengthen important sales conversations and convert more of the opportunities in front of us.”
The appointment follows UNTAPPED’s previous work with The Jockey Club on the development of audience-led sponsorship propositions and activation thinking.
Under the new programme, UNTAPPED will work alongside stakeholders from across The Jockey Club’s partnerships, sales, insight, content, creative, social and account-management teams.
Simon Eaton, Co-Founder of UNTAPPED Partnerships, said: “Rightsholders are often forced to treat lead generation, sales storytelling and activation thinking as three separate jobs. This relationship gives us the opportunity to connect them, using audience insight linked to each brand’s commercial objectives.
“We can help The Jockey Club attract and nurture the people who influence sponsorship decisions and then use audience intelligence and creative thinking to show individual brands not just what they can buy, but what a partnership could actually do for their business.
“The Jockey Club has a depth of audience, data and distinctive commercial assets that gives us an enormous amount to work with. We are genuinely excited to become embedded with the team and help turn more of that potential into commercial value.”
ENDS
About The Jockey Club
Founded in 1750 The Jockey Club is today the largest employer and commercial organisation in British horseracing and one of the leading sports businesses operating in the UK.
The Jockey Club is governed by Royal charter, ensuring all profits are reinvested back into racing, which is Britain’s second biggest spectator sport.
The Jockey Club runs 15 of the UK’s racecourses – large and local – and is charged with looking after some of the nation’s biggest events, including the Randox Grand National Festival at Aintree, The Cheltenham Festival, The Betfred Derby Festival at Epsom Downs and the Betfred Guineas Festival at Newmarket.
Thousands of racehorses also use The Jockey Club’s training centres in Newmarket, Lambourn and Epsom every year, while the organisation also runs The National Stud in Newmarket and the charity, Racing Welfare, which makes help available to everyone in racing.
The Jockey Club’s joint Patrons are His Majesty The King and Her Majesty The Queen.
For more information, please visit www.thejockeyclub.co.uk
About UNTAPPED Partnerships
UNTAPPED Partnerships helps sports rightsholders turn audience intelligence into partnership revenue, and deliver the unrealised value in sponsorship.
The company combines proprietary audience insight methods, creative and activation thinking, sponsorship sales support and targeted paid distribution to help commercial teams generate, nurture and convert higher-value partnership opportunities.
Media contacts
The Jockey Club
Megan Furse, Communications Manager
Megan.Furse@thejockeyclub.co.uk
07896 076579
UNTAPPED Partnerships
Tom Hines
Tom@untappedpartnerships.com
07834 751375
