QIPCO Holding "entered into a five-year partnership with Ascot racecourse which will be headlined by sponsorship of the King George VI & Queen Elizabeth Stakes," according to SKY SPORTS. The £1M ($1.6M) King George VI & Queen Elizabeth Stakes sponsored by QIPCO "will become Ascot's third seven figure value race under their sponsorship," joining the £1.3M ($2.1M) QIPCO Champion Stakes and £1M Queen Elizabeth II Stakes sponsored by QIPCO. As an official partner of Ascot, QIPCO Holding "will also enjoy annual branding rights across the site, including at the Royal Meeting, with benefits such as stalls and stalls handlers' branding for all six races on the opening day" (SKY SPORTS, 1/14). In London, JA McGrath reported the "groundbreaking agreement" could "benefit racing industry in Britain." Ascot "deserves the plaudits of the racing world for taking one of the most radical changes of direction in its policy regarding the Royal meeting." It is a "financial decision that should benefit many in racing in the long-term." The Queen has, for the first time, "granted permission for a commercial partner to be incorporated into the Royal occasion on each day of the meeting in June." It "is not sponsorship, as we have come to know it," but, according to Ascot Head of Communications Nick Smith "it will be the most overt branding ever seen at the Royal fixture" (TELEGRAPH, 1/13). In London, Marcus Townend reported the influence of Qatari interests "has grown further." The policy is "designed to increase the commercial success without having to resort to direct race sponsorship of a meeting which is so closely associated with the Queen." QIPCO Dir Sheik Fahad bin Abdullah Al Thani "has quickly established himself as a major force in racing through horses like Dunaden and Just The Judge, winner of last season’s Irish 1,000 Guineas." He said, "The race is the defining mid-summer middle distance contest in Europe and, in recent years, it has become a truly international event" (DAILY MAIL, 1/13).
