Chelmsford City Racecourse join London Stadium Business Club

Chelmsford City Racecourse join London Stadium Business Club

17.10.19

Racecourse showcases commitment to local area through London Stadium Partnership

Chelmsford City Racecourse has celebrated its place within the local community by partnering with the London Stadium Business Club. The venue has become associated with West Ham United through its sponsorship of the London stadium and sees its branding displayed to thousands of football fans throughout every home match.

Having opened its doors in 2015, Chelmsford City Racecourse is the newest racecourse in Britain and is already regarded as a landmark of the racing calendar. Providing upwards of 60 racedays per year, the course has seen their meetings featured on terrestrial TV and have hosted live music events that have included performances from Rick Astley and Madness. Helping to build upon their growing reputation, the Chelmsford City Racecourse explained why it has chosen to become a London Stadium Business Club partner:

“One of the interesting facts we’ve found from our research is that people who watch one type of sport are open to watching most other sports. As Britain’s newest racecourse, we wanted to put that to the test as well as promoting brand recognition of our product.

“Given the popularity of football and the thousands of fans that watch West Ham, there is a massive audience for us to appeal to at the London Stadium. There is also synergy with our racecourse corporate members as many of them are supporters of West Ham – the London Stadium was an easy choice.”

The London Stadium Business Club stems from a partnership between Eleven Sports Media and the Football Club. As a Business Club member, Chelmsford City Racecourse see their branding appear on a large LED screen at the front of the stadium, as well as featuring on pitch-facing mid-tier LED boards. The racecourse is also displayed on StadiumTV screens, located within the concourses, ensuring brand exposure throughout each matchday.

In addition, the venue is invited to exclusive partner events, which have included Q&A evenings with Sir Trevor Brooking, providing an opportunity to network with like-minded local businesses. The venue has prided itself on being at the centre of the local community, helping to raise money for the Essex-based Havens Hospices, as well as the Help for Heroes charity.

As one of five fully floodlit all-weather tracks in the UK, Chelmsford City Racecourse hosted Great Britain’s most-ever valuable evening meeting in 2018. The Essex course was also selected to host last year’s Queen Charlotte Stakes, boasting a £75,000 prize, followed soon after by the first-ever Chelmsford City Cup. With a growing reputation, the Chelmsford City Racecourse outlined how the venue is earning recognition, as well as the benefits from its London Stadium Business Club partnership:

“We’ve won three Racecourse Association Excellence awards, received numerous other short-listings, and have a projected prize money of over £5million throughout the year. It helps us show that Chelmsford City really has developed from the young pretender to a leading contender.

“It is still early days in our partnership with the London Stadium Business Club, but we are certainly thrilled with the exposure we have received to date. We’re hoping to build on that with the networking opportunities and other social media opportunities that the partnership helps provide. Hopefully, it will mean we can get some of the supporters to come along to our race meetings in the future.”


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