Horse racing is one of the most popular sports across the world, with millions attending at least one day at races per year. The most famous events on the calendar, such as the Kentucky Derby and Grand National, rank among the most attended, with even those that wouldn’t typically attend a race day doing so due to them ranking as hugely popular social events.
Betting on the sport remains as prominent as ever in this modern day, which has seen an increased number of younger fans get involved in the sport.
However, trying to find the smartest bet in horse racing can often be a daunting challenge. Merchandising is incredibly popular within the sport in this modern day, as it is a way in which the sport is able to stand out from the crowd. But, what are some of the ideas that events and sponsors could adopt to showcase their products?
Scarves
Scarves are by no means a new merchandising idea centred around horse racing, but they remain a popular choice for many. Many leading sportsbooks typically adopt this tactic around the big National Hunt events on the calendar, with bright green Paddy Power and blue Coral scarves typically found scattered across the track at the Cheltenham Festival.
As well as scarves, many other bookmakers from the United Kingdom and Ireland tend to hand out lucky underwear, hats, and gloves around the major festivals on the calendar.
Scarves in the colours of iconic racing silks always rank as excellent presents for lifelong fans of the sport, and this is something that courses and sponsors can get involved with. As well as having sentimental value, they also typically serve a purpose at the track, especially on cold days when a scarf is welcomed by fans.
Card Wallets
Nowadays, the vast majority of racecourses across the world only accept card payments, which can be an issue for many Racegoers as they will typically look to avoid taking their wallets due to needing only one card.
This could be a good sponsorship opportunity for many businesses, as branded card holders could ensure that visitors are able to keep their card safe when around the track.
The card holders can also be re-used on a regular basis, meaning that the branding could be seen far and wide outside of the racecourse. Card wallets have grown in popularity over recent years due to the widely accepted payment methods that are preferred by consumers. It is also a slightly safer alternative than using ApplePay, which could see a user lose their card details if their phone is stolen.
Rain Ponchos
Sometimes there is no avoiding the drastic weather conditions that fans can experience at the track, meaning showers and cold conditions could quickly embark on a track with limited notice.
Therefore, an interesting branding opportunity could come in the form of ponchos. Typically, racing fans will opt for style over substance, meaning that clothes for colder or rainy conditions don’t rank high on the agenda when leaving the house.
But, due to the cost of expensive clothes worn at the track, ponchos will be welcomed by visitors should a rain shower arrive. A branded poncho could be an excellent way for events and sponsors to get their names around the track, especially if they are handed out free of charge when the rain comes down.
Cufflinks
A day at the races is always a stylish affair, with many typically putting their outfits together long before sorting their method of transport to the track. Therefore, a unique branding opportunity could come in the form of bespoke cufflinks.
These will be a popular option among male visitors, who can use them if they are wearing a smart shirt. The cufflinks will add a stylish finish to an outfit, and they will likely be re-used again should the occasion arise, as few have dedicated cufflinks for various different occasions.
It is a standout option for businesses looking to stand out from the crowd when it comes to offering something completely unique.
Water Bottles
Most racing fans can often overlook drinking water when they attend a day at the track, with most events specialising in unique cocktails and alcoholic beverages. Therefore, an interesting method to counter-act this for racing events is by handing out dedicated water bottles for the event that they are advertising.
This will persuade visitors to stay hydrated when they are at the course, and they will likely be used again and again due to their durability.
Ensuring Racegoers are hydrated will also have a big impact on the customer experience, as there will be less anti-social behaviour, and also less drunken and disorderly actions across the track. Therefore, this marketing strategy could be a win-win for everyone involved.
