Big business gains branding boost on jockey colours for The Everest at Randwick


Big business gains branding boost on jockey colours for The Everest at Randwick
  1. Big business gains branding boost on jockey colours for The Everest at Randwick
    theage.com.au
    Big businesses that snap up a slot in The Everest will be given approval to splash their brands on jockey colours as multiple free-to-air networks wrangle to broadcast Sydney's new $10 million…
    Football

Big businesses that snap up a slot in The Everest will be given approval to splash their brands on jockey colours as multiple free-to-air networks wrangle to broadcast Sydney's new $10 million race.

Fairfax Media understands Racing NSW is on the brink of giving the green light to private organisations that fork out $1.8 million for the first three years of The Everest to carry advertising on the colours assigned to their horse.

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Branding opportunity: The Everest. Branding opportunity: The Everest. Photo: Jason Avedissian

It will be contingent on the company not compromising existing sponsors of the Australian Turf Club, which will host the race at Randwick on October 14.

The Star and Tabcorp have already bought slots in The Everest and will now negotiate with suitable connections to find a horse to run under their banners.

Advertising is strictly forbidden on jockey colours in Australian racing, with only Emirates, which is aligned with international racing giant Godolphin, allowed to carry branding on Sheikh Mohammed's famous blue colours in the Melbourne Cup, a race in which it is the primary sponsor.

This is the strongest sign yet that Racing NSW is desperate to broaden The Everest's appeal outside of deep-pocketed stud farms and high-profile owners.

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It is also understood The Everest has received interest from other free-to-air television stations outside of Seven Network, which is the primary provider to take racing to the masses on major autumn and spring carnival days.

Seven already holds the rights to Caulfield Guineas day, which will run alongside The Everest, and it currently airs both major metropolitan meetings on the day.

But The Everest could also be pitched as a standalone broadcast to Seven's free-to-air rivals, and potentially put racing on two mainstream channels on one of the biggest days on the Australian thoroughbred calendar, free of the clutter of the football seasons.

While Racing NSW is feverishly working on finalising the 12 buyers of slots – bloodstock guru James Harron and big-spending Damion Flower have already confirmed their participation – it is also resigned to using Canterbury as a qu…

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