The London-headquartered communications company was awarded the contract by Super 12 Racing, the new organisation set up to promote the courses’ collective commercial rights.
Its main task will be to market the title sponsor inventory for a new all-year, televised programme of major flat and jump races to be staged on Saturdays across all of the dozen tracks. The series is called the Super 12 Challenges and is scheduled to begin in May 2002.
Sportsworld’s first foray into horseracing will also see it manage other elements of the courses’ joint commercial programme, including official supplier packages.
Managing director Marcus Wight said: “The Super 12 Challenges provide a year-round platform for companies to promote their brands on a weekly basis to large television audiences.
“The key now is to find the right brands who want to work with Super 12, the broadcasters and the individual courses to broaden the appeal of horseracing through promoting the Super 12 Challenges.”
