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SBD/14/Sponsorships Advertising Marketing
EVERYBODY'S A WINNER AT CHURCHILL DOWNS WITH TICKET COUPONS
Published June 14, 1995
Churchill Downs has become a "test market" for tracks nationwide by using the marketing device of ticket advertising to attract corporate sponsors, according to Ameet Sachdev of the LEXINGTON HERALD. Tickets in the last month "have carried coupons" for $.03 off a gallon of gas at SuperAmerica or a discount pizza at Papa John's. Churchill Downs Dir of Marketing Larry Sinclair: "When I walk around the track, I've noticed people hanging onto tickets." The track offered the ticket ads as part of a weekly sponsorship package, where for "five days of racing each week, a company's logo will appear in Churchill's ads, in the track program, on a 25-foot sign over the tote board and on the shirts won by track gate attendants." The sponsorship costs $40,000. Response Advertising Systems in suburban Chicago approached the track with the idea last year, and Divisional Manager Joe Scurto said "the tickets have the highest impact at the track of any medium available because they go right into people's hands" (LEXINGTON HERALD, 6/13).