In January last year, Vodafone announced that it was to end its long-standing title sponsorship of the Epsom Derby Festival, but the telecommunications giant has now agreed a one-year deal with the world famous horse race.
Vodafone's sponsorship is significantly reduced from its previously commitment which saw it sponsor both days of the two-day festival. The deal will only see Vodafone sponsor The Derby itself as well as the Princess Elizabeth Stakes. Both races take place on Saturday 7 June. The remaining races on Friday 6 and Saturday 7 June this year will be sponsored by other brands, which will be announced in coming weeks according to the festival organisers. Separately, Jeep has renewed its official partnership deal with the Derby Festival.
The decision to accept Vodafone's proposal of a one-year sponsorship deal comes as a u-turn from Nick Blofeld, who was appointed as managing director of Epsom Downs Racecourse earlier this month. Earlier this year, Blofeld reportedly said that if the festival failed to attract a 'suitable long-term partner then the 2008 Derby would remain un-sponsored.' Blofeld has been MD since December when he originally took over the role on an interim basis from Stephen Wallis. He is assisted by Adrea Chapman, who was promoted from brand manager to marketing manager.
The Epsom Derby attracts a massive annual global TV audience of around 500m viewers and is one of the protected 'Crown Jewels' UK sports events whose live coverage remains exclusive to the BBC. But the festival has struggled to attract brands at a premium price due in part to its brevity. The Derby takes place over two days, this year on 6 and 7 June, which makes it a harder sell than more enduring events. Vodafone, for example, has recently sought sponsorship opportunities that afford it year round exposure . The mobile operator is a sponsor of the UEFA Champions League, the UEFA Cup and is the title sponsor of the Vodafone McLaren Mercedes Formula 1 team. It also invests a significant portion of its money in its live music property, TBA.
Blofeld has also cited the current economic climate for the difficulty in finding a long-term sponsor. However, the task of selling the sponsorship will be made easier from next year when the new grandstand is completed in the early spring.
Epsom Derby Facts
- The Epsom Derby would today be know as the Bunbury Derby had Lord Derby lost a coin toss to decide the race's name with Sir Charles Bunbury.
- The Derby was switched from a Wednesday to Saturday for the first time in 1995, the year that Vodafone began its title sponsorship.
- Last year's Epsom Derby was won by Frankie Dettori on Authorized. It was the jockey's 15th attempt.
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