Thoroughbred Marketing: An Eye on the Industry: What's in a name?

Wednesday, August 24, 2005

What's in a name?

Well, if you WERE once called Morphetville Racecourse then potentially a lot.

As reported by Tony Reed in The Advertiser , the South Australian track has become the first in Australia to sell its name to a corporate sponsor.

"In an unprecedented move to secure its financial future, the state's racing industry headquarters yesterday took on the name of trucking magnate Allan Scott.

The course now will be called Allan Scott Park Morphettville.

The move has taken race sponsorship to a new level, extending the corporate dollar from the simple naming of races.

Mr Scott, who this month renewed a major sponsorship deal with the Port Adelaide Football Club in the AFL, signed a five-year, multimillion-dollar sponsorship deal with the South Australian Jockey Club.

The full story is at the following URL.

Posted by: AthloneAssociates at 9:42 PM | Permalink

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Katrina Partridge from Athlone & Associates authors this weblog

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