Unibet may ditch Stewards' Cup title to increase sponsorship impact

Renaming the Stewards' Cup next year is under consideration according to sponsors Unibet, who feel underwhelmed by the coverage their backing has received.

The firm's Ed Nicholson was irked by a segment on ITV's Opening Show he felt marginalised the bookmaker's deal with the heritage handicap and hinted that the name could be changed.

32Red, which now falls under the Kindred Group banner like Unibet, took the unpopular decision in 2014 to ditch 'Stewards' from the title of Goodwood's famous handicap, but Nicholson insists that is not imminent.

"I'm not saying we're going to change it, but, like any responsible person in an organisation, I'm going to review the investment and look at ways we can improve everything for next year, which is common sense," he said.

"A lot of people only see it from one point of view, I'm seeing it from another and there are objectives we have to meet. We analyse everything after we sponsor events. We're not just investing in racing. We invest in football and darts and lots of other sports and it's what you get in return that counts.

"I'm a racing fan and want us to continue sponsoring in racing and we do, but the question will be how will we look at our sponsorship at Goodwood next year and what we call those races. A lot of those races have titles we'll have to work with Goodwood on, but as a sponsor we have an input in what the title of the races are."

Nicholson, who was head of racing communications and sponsorship at Kindred and has worked in the betting and racing industry since 1993, revealed Unibet have plans to inject money into an existing Flat handicap that would be rebranded in a manner that fully recognises the firm.

"It'll be interesting to look at the media analysis," he added. "32Red sponsor the King George VI Chase, which is a lot of money, and heritage races tend to be used on TV and in the media by their name – the Stewards' Cup, the King George VI Chase, Champion Hurdle – and from a sponsorship perspective you lose a little bit.

"You do gain from the association of a great race, but every sponsor looks at things differently and the way we look at it might be different even from another bookmaker.

"We look at it as how many people are seeing our brand - if we think using the name Unibet Cup is going to help with media return we'll look at it."

Referencing 32Red's name change in 2014 – a deal Nicholson was not involved in – he said: "Who did it not go down well with? It went down brilliantly on media figures. If I can show we got value it will continue to be the Stewards' Cup and all I'm asking is that everyone calls it what it's called – the Unibet Stewards' Cup.

Khaadem: strides clear of his rivals in the 2019 Unibet Stewards' CupCredit: Mike Hewitt (Getty Images)

"We support racing and sponsor over 85 turf races including 22 black-type races, so we invest in top-class racing and that's on top of our sponsorship on the all-weather and advertising on ITV. Racing is important to the brand and it's about getting that brand across.

"Goodwood will have a say and there is a discussion to be had, but this management has changed it before. I'm not saying we're going to do it, but it annoys me with the Champion Hurdle and King George when you compare mentions if we called it like the Betfair Chase or bet365 Gold Cup. There is no question we get less media value but we haven't gone down that route."

Goodwood was unaware of any potential desire to change the name of the Stewards' Cup and managing director Adam Waterworth said: "Ed hasn't had a conversation with me. Let's have the review and see what Ed's got to say, but as far as I'm concerned it's the Unibet Stewards' Cup."

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