Point-to-Point Racing is the amateur grass roots division of jump racing, a sport which features the world famous and highly-prized Betfred Cheltenham Gold Cup and Crabbie's Grand National. Pointing, though, has its own distinct identity and is thriving throughout the UK. Across 100-plus racecourses, budding future champions polish their skills alongside Corinthians – the true amateurs - who participate in a life-affirming sport in front of a large, knowledgeable and appreciative audience.
Why should I choose to invest my sponsorship in Point-to-Point racing?
Point-to-Point is the ultimate community sport, drawing together large crowds of racing and outdoor enthusiasts for a great afternoon's entertainment. What's more, those crowds represent a quality and influential rural demographic.
The sport is authentic, pitching amateur riders and trainers against each other in a simple contest to find the fastest horse – a model that has stood the test of time since the first recorded steeplechase in 1782. Over half of the professional jockeys riding today cut their teeth in the Point-to-Pointing arena in the UK. Richard Johnson, Sam Twiston-Davies, Tom Scudamore, and Nico de Boinville are just a few of the current crop that owe their early careers to Pointing. This graduation opportunity through the tiers of the horse racing ensures there is a consistent interest in the action throughout the season, with so many of the best amateur riders competing.
Who are our audiences?
The Point-to-Point audience is a slightly refined mirror of jump racing at large, appealing to a 70% ABC1 demographic of largely affluent rural land and property owners. The gender balance is fairly equal throughout this family activity that is centred around the efforts of horse and rider, rather than betting, in contrast to much of horseracing.
Each event caters for a predominantly local audience, although there are some meetings that draw a much broader catchment with both the rural community and city escapees attending. Around 750,000 spectators attend the near 200 weekend events each season between the end of November and mid-June.
The sport's publications have an avid following, in addition to regular exposure in well-known magazines such as Horse & Hound. Social media and its own weekly e-magazine (Go Pointing) now reach in excess of 22,000 fans a week, and this number is growing exponentially.
The sport enjoys a healthy sponsorship portfolio involving land and property managers, real estate agents, horse-related products and services, and the motor trade. These partnerships are much valued by the sport and our sponsors speak highly of the personal attention they receive to help to maximize their investment.
What are the benefits for you and your business?
Sponsorship in Point-to-Point racing can be flexible and adaptable to meet specific corporate objectives and budgets.
Sponsorship of an individual race can vary in cost from £500 to several thousand depending on the size, quality and location of the specific meeting. Regional campaigns range between £8,000–£20,000, while a commitment to a national campaign is likely to be priced at £25,000 and upwards.
The key benefits would include:
- Planning support from the sport's administrator – The Point-to-Point Authority
- Brand awareness
- Newspaper & Media partnerships
- Data capture opportunities
- Online presence through social media
- Ticket inventory
- Hospitality options
Involvement in the sport is not limited to sponsoring a race, as there are other ways to engage with the Point-to-Point experience. Exhibition stands, print and outdoor advertising, merchandising, product trial and sampling, plus big screen advertising are some other options available.
Owner and Rider Sponsorship
A recent innovation has allowed Owners and Riders to recruit their own sponsorship. Branding sites on jockeys' breeches, collar and chest permit connections to recoup some of the costs of training and riding. Sponsors are given unique exposure that is magnified significantly through photographic imagery in publications, online, and of course, through social media. The top riders increasingly have endorsements from leading brands like Isuzu, broadcaster Racing UK, Baileys Horse Feeds and others. The sport will always be very versatile in responding to customers' requirements.
Point-to-Point Championship Awards Sponsorship
The annual awards for Horses/Owners and the Jockeys Championship are attractive propositions for sponsors. Features include:
- Naming Rights
- Weekly tables
- End of season Awards Ceremony, inc. brand exposure / hospitality
To discuss how sponsorship in Point-to-Pointing can work for your business contact The Point-to-Point Authority:
The Point-to-Point Racing Company is home to a number of strong niche platforms, that push the boundaries and deliver the sport to the world in a way it is demanded. We are the number 1 brand in UK Point-to-Pointing, a brand advertisers turn to make their campaign a success.
pointtopoint.co.uk was the first website for the sport in 2004, and our audience turn to our brand for trusted insight and data daily. The rise of social media has meant that content is now available 24/7 and visitors to the website are hungry for this live information. To satisfy this hunger we have developed two Twitter feeds, a dedicated Facebook page, and an Instagram account.
Aside from our industry leading website, every week throughout the season we deliver our critically acclaimed digital magazine - Go Pointing - to a readership in excess of 22,000. Packed full of engaging content, giving advertisers the opportunity to create maximum impact with full page interactive digital adverts.
All of last season's editions of Go Pointing can be viewed here.
Video production for news features on the website will begin this year. We can offer brands an interactive pre-roll opportunity, enabling advertisers to deliver our users an engaging experience. Content is built into the video unit and users can interact with the brand's content before, during and after the video is played.
Additional Digital Opportunities
A variety of additional opportunities are available should you wish to utilise our extensive email database, work with us on promotions via our social media channels, or run competitons or giveaways via any of our platforms.
Advertising across our range of print publications is also available. Full details can be found in our advertising portfolio which you can download via the link below.