Sponsorship in racing has untapped potential

Rich in history with over 10,000 at differing locations countrywide. With the additional ability as showcased this week to move from the back pages to the front, racing constantly shows the huge opportunities available for brand partners.

Our races and their titles going back many years. They contextualise and give us all the narrative that adds anticipation, expectancy, prestige and kudos. Though in all of this there is an argument for the sport to continue to innovate and be more creative with race names outside those of heritage.

When in vision and in print I myself had unintentional lapses when failing to state the full title. It happens, but the world has moved on from then with stricter regulation and more competition in all industries. Sponsors or brand partners are keen on numbers and reach. They are utilising our terrific sport to get as many pairs of eyes to not only engage in racing but then make the transition to engage with the brand.