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Marketing and Sponsorship

Royal Ascot Breaks 303-Year Tradition, Adds Qatari Sponsor Qipco

Royal Ascot has chosen a company owned by members of the Qatar ruling family as the first sponsor in its history, "untroubled by the controversy engulfing the tiny Gulf state over World Cup corruption allegations and concerns about migrant worker abuses," according to Roger Blitz of the FINANCIAL TIMES. Spectators will spot the name of Qipco, Qatar Investment & Projects Development Holding Company, "placed discreetly around the course -- squeezed into giant Union Flag hoardings hanging from the grandstand and above the entrance to the Royal Enclosure." The Queen, whose representative chairs the Ascot board, "has consented to a break with tradition and allow branded advertising for the first time in the 303-year history of horseracing’s most celebrated meeting, which begins on Tuesday." Royal Ascot CEO Charles Barnett "brushed off questions about whether such a partnership was appropriate," saying he was “delighted” to have Qipco on board. Asked why Royal Ascot needed sponsorship, Royal Ascot said that, although it had debt repayments related to the £140M ($238M) grandstand redevelopment, the Qipco deal "was needed to invest more into prize money" (FT, 6/16).

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