The Blenheim Palace International Horse Trials - Sponsorship Opportunities
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The Blenheim Palace International Horse Trials Sponsorship Opportunities
The Blenheim Palace
International Horse Trials
The leading three star three day event and one of
the world’s leading international equestrian
competitions
Staged each September at Blenheim Palace, home
of the 11th Duke of Marlborough
A premium sponsorship opportunity for brands
targeting affluent audiences
Attracting a crowd of over 60,000 with an upmarket
audience profile
― 80% ABC1,
― 72:28 female/male split,
― main profile (74%) 30 - 55 years
― 51.5% bands E/F/G/H of council tax bands
― 33% household income over £40k
Featuring the world’s top riders including Olympic,
World and European medalists competing in the
multi discipline phases of Dressage, Cross Country
and Show Jumping – The ultimate equestrian
challenge Blenheim Palace is easily accessed from the
major motorway network of M40/A34 and
M4/A34 and nearby Oxford has good railways
and coach connections.
Site & Event Background
Blenheim has hosted one of the best three day
events in the world since 1990. Set in 2100 acres of
parkland landscaped by ‘Capability’ Brown, the event
is recognised as a key fixture in the Eventing
calendar
Blenheim Palace was the birthplace of Sir Winston
Churchill and is a World Heritage Site and popular
tourist destination
The stunning southern aspect of the baroque Palace
is the centre piece for the event and ‘back drop’ to
the main Marlborough arena
In addition to the equestrian programme, the event
boasts a number of other attractions and displays,
‘grass roots’ rider classes and a retail shopping
village of some 185+ outlets
The world’s top riders regularly compete and
previous winners include Olympians Mary King,
William Fox-Pitt, Andrew Nicholson, Pippa Funnell,
Lucinda Fredericks and Zara Phillips (amongst
others)
The Main Competitions: Including
Two thrilling days of Cross Country
Blenheim provides the world’s best riders with
one of the most appealing three star three day
event opportunities: A challenging Cross Country
course over undulating terrain in an iconic venue
and including a unique feature of two dramatic
lake crossings constructed on bridges which span
the river
The CCI3* Cross Country day (Saturday) always
attracts the biggest crowds (c. 25,000), drawn by
the thrills and spills of 30 obstacles being jumped
at 20miles per hour over the 6km course.
In 2009 The Blenheim Palace International Horse
Trials introduced a second competition specifically
for 8 and 9 year old horses (CIC3*) - a British
Championship, which has proved exceptionally
popular and attracts the leading horses of this age
group, who have historically gone on to bigger
and better things!
Eventing: Value Association
Eventing offers strong value associations for
brands to leverage; Expertise, Success and
Integrity* with a clean, healthy image and is a
popular lifestyle choice
Eventing is inclusive, a sport for all the family
whether watching or competing
Eventing is also a sport where uniquely men and
women compete against each other on equal
terms
British riders are regular medal winners in
team and individual classes at World,
European and Olympic level
Where ‘Town meets Country’, Eventing’s
roots are in the rural community but now its
supporters are drawn from the major towns
and cities as well
* Source: Sports Marketing Surveys 2007
Eventing: The Statistics
Huge Crowds! The sport attracts large and upscale
audience of competitors and owners -
80% of spectators are ABC1*, the highest AB audience of
any sport
Success: Britain is one of the most successful nations in
the sport., with an enviable collection of European, World
and Olympic team and individual medals as well as many
of the world’s best event sites
Image: The sport continues to enjoy substantial Royal
Patronage with Zara Philips, a past World and European
Champion, being one of the world’s leading riders
Lifestyle: Over 4.3 million people ride in Great Britain each
year and over 33% of the population have an interest in
equine sport (excluding racing)*
Growing sport: The total membership of the British Horse
Society is 65,000 plus 39,000 Riding Club members,
38,000 Pony Club members and 12,000 British Eventing
members
*Source: Ipsos Lesiure Monitor 2000
Geo Demographic Information on Ticket Purchasers
Age Band % of Ticket Purchasers
17-19 0.4
20-29 5.7
30-39 7.7
40-49 25
50-59 32
60-69 20
70-79 7
80-89 1.5
90-96 0.2
Country % of previous Region % of previous
ticket ticket purchasers
purchasers
South East England 47%
United Kingdom 98%
South West England 12%
USA 0.4%
West Midlands 11%
Rep of Ireland 0.26%
Germany 0.23% East of England 8%
France 0.2% Greater London 7%
Geo Demographic Information on Ticket Purchasers
This map shows the density of ticket
buyers across the UK by county
The blue section indicates the area
that is within a 60 minute drive time
Sponsorship Opportunities
Blenheim offers four basic levels of sponsorship built
around some great benefits and rights
Within these packages the scale of rights and
benefits can be tailored to suit individual needs and
objectives
The event organisers will work with each Sponsor to
create a customised solution and work on a
partnership approach
The event’s
sponsorship
structure
Sponsorship Opportunities
Brands and businesses can enhance their sponsorship packages with a wide
range of event assets including:
Competitions: The individual phases of the CCI3* and 8 and 9 year old horse CIC3*
Championship, plus grassroots classes for up and coming riders
Event Services: Big screen and on event TV service, spectator shuttles, car parking
and security, officials cars, volunteers clothing, spectator information services etc.
Event Facilities: Infrastructure including VIP members pavilion, owners and riders
parquee, shopping village, facilities, food and drink areas, media centre and
competitors facilities
Attractions and Displays: There are a number of displays and demonstrations at the
event which add value and interest to the ‘day out’ experience for the whole familyOn Event Branding and Naming Rights
The event can offer a range of benefits for companies wanting to be engaged with the event
across all four days of competition and these are tailored to meet the individual companies
objectives and budget
Promotional opportunities include: (subject to level of investment and detail of agreement)
On event branding, sales and advertising opportunities including naming rights for Cross Country
fences, promotional boards and signage, Trade Stand space , naming rights for attractions and
displays, rights to provide or brand event
facilities and services
Exclusive use of arena side or Cross
Country pavilions for corporate hospitality,
employee motivation/reward activities etc.
Access to ‘money can’t buy’ event client
hospitality experiences; e.g. exclusive
course walks, rider appearances, etc.
Sponsor branding in camera linked to any
national and international TV broadcast
agreements made*
*Subject to investment and FEI television rightsCorporate Hospitality and Catering
Corporate hospitality is sited alongside the main Marlborough Arena adjacent to the south lawn
of Blenheim Palace thus providing excellent views of the world class Dressage and Jumping
from the private gardens of these units
Alternatively there are a wide range of marquee options available on the cross country course,
each designed to provide maximum flexibility in terms of style, service, facility, location and
budget
Corporate hospitality comprises entrance tickets and a VIP forward car parking pass, access
passes for VIP members and corporate hospitality, complimentary event programme, running
orders, results and times, plus lifestyle magazines with morning coffee and pastries, a two or
three course lunch and afternoon tea and cakes
Menu’s can also be provided for cold buffet
cross country picnics, barbeques or be adapted to
meet budget and requirements and specific
menu requests can be organised
Meet the horses and riders and get close to where
the action is during stable tours, course walks,
Q and A sessions and with lunch time speakersBackground: Media Value
With the support of title and presenting Sponsors, TV
packages can be developed offering guaranteed domestic
and international TV distribution footprints
Blenheim has regularly attracted extended network broadcast
coverage from the BBC, C4, Sky and Eurosport
Title sponsorship of a network (BBC) televised horse trials
can generate in excess of £270,000’s worth of domestic
ABC1 adult TV media value*
Blenheim attracts extensive coverage in the national
broadsheets and lifestyle media
Further national and regional news coverage comes from TV,
radio & local press
Blenheim has its own website (www.blenheim-horse.co.uk),
Facebook profile and Twitter feed
Blenheim provides a professionally managed and equipped
media centre on event and adopts a pro-active PR and
promotional programme both prior to and during the event
* Source: Sports Media Surveys 2007Background: Marketing Support
The marketing activity runs from
January until after the event
― PR Campaign – coverage value estimated at
£1M in 2012 including regular releases to
national, local and equestrian media
― Extensive online campaign – website adverts,
reciprocal links, stories and logos on official
event website
― Direct mail, inserts and poster campaigns
― Radio and local TV initiatives
― E marketing – E mail, Twitter and Facebook
campaigns
― Ticket promotions and competitions
― On event support and advertising within
official event programme (10,000 published),
advertising boards, stand presenceSponsorship Rights & Benefits (1/2)
Rights & Benefits Presenting Sponsor Event Partner Fence Sponsor
Official Presenting Sponsor
Official Designations Official Partner Official Fence Sponsor
or Category Designation
Category Exclusivity Yes N/A N/A
Agreed naming rights, specified
Event Services, Facilities,
signage, ticket offers, branding Agreed naming rights, ticket offer, Agreed fence naming rights,
Attractions
and advertising, branding and advertising branding and advertising
and Competitions
PR coverage etc. -by negotiation
On event results sheets, listed in
Printed Listed in programme & on
programme and advanced ticket Listed in programme
Materials Branding ticketing leaflet
leaflet
Home page logo and sponsors Home page logo and sponsors
Website Sponsors page links
page link, sub page ad page link
Minimum of TWO agreed fences Minimum of ONE
Allocated fence
Cross Country used on both classes. allocated fence in one or both
Signage at fence
Fence Naming & Signage Rights Signage at fence classes. signage at fence
Commentator read outs
Commentator read outs Commentator read outs
Extra Course Signage Additional 2 signs on course Additional sign on course N/A
Arena Signage Up to eight boards Up to four boards One or two boards in two
(Four Arenas) across four arenas across four arenas arenasSponsorship Rights & Benefits (2/2)
Rights & Benefits Presenting Sponsor Event Partner Fence Sponsor
Branded Facility Signage On named facilities N/A N/A
Free Trade Stand Space 12’ x 6’ 6’ x 6’ 3’ x 6’
Opportunity to create facility next to
Cross Country Opportunity to create facility next to Opportunity to create facility
specified named fence
Course Hospitality Rights specified named fence(s) next to specified named Fence
Opportunity for private or shared
Marlborough Arena Opportunity for shared use of
use of ringside enclosure for N/A
Hospitality Rights ringside enclosure
specified day
DPS Full page ad Half page ad
Event Programme
Sponsored fence details Sponsored fence details Sponsored Fence Details
Four Day Sponsor’s VIP Members
Enclosure Badges including VIP Up to 10 & rights to buy extra Up to 4 2 four day passes
Car Park
Free and Discounted General Agreed number of tickets for Limited number of tickets for
N/A
Admission promotions, staff etc. promotions, staff etc
Invite to exclusive Palace
Up to 6 Up to 4 2
Welcome Party
Opportunity to provide & present Opportunity to provide
Prize Presentations N/A
secondary prize secondary prizeSponsorship Costs
Blenheim recognises that organisations may wish to customise the basic sponsorship
packages to their individual needs
All fees are therefore indicative of the rights & benefits shown for each package
All packages exclude the costs of any print production, signage and all hospitality costs.
Signage must conform to specification set down or can be supplied by Blenheim
All sponsorships have a 1st option to renew for a mutually agreeable term
Blenheim’s
Sponsorship
Rights Fee
Structure Up to £75,000
Rights Fee
UP to £35,000
Rights Fee (excl. VAT)
From £2,500Blenheim Palace International Horse Trials 11th – 14th September 2014 For further information on sponsorship opportunities please contact Mandy Hervieu, Event Director mandy@blenheimhorse.co.uk
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