Jockeys Endorse Brand Sponsorship

New marketing company, Southgate Management is setting up this week, aiming to be the first to present jockeys as brand spokespeople.

Simon Halden, the company’s marketing director believes marketing has uncovered fresh ground by entering the realm of horse racing; “Racing has never had marketing expertise brought to it”, he reasons.

Five jockeys, including Lester Piggott, will initially be marketed. The company will also centralise advertising and sponsorship opportunities at Britain’s 58 race tracks for the first time.