Sportfive tasked with growing sponsorship stable of Australian Turf Club
The Australian Turf Club, which owns and operates thoroughbred horse racing, events and hospitality venues across Sydney, has appointed Sportfive, the international sports and entertainment marketing agency, to grow the value of its commercial offering.
Sportfive will work with existing ATC partners and be tasked with attracting new sponsors.
The ATC said today that Sportfive will help build and deliver "fully integrated partnerships across racecourse venues, community, digital, fashion, hospitality and media platforms."
The ATC's foundation partners are Dutch brewer Heineken, Swiss watchmaker Longines, French champagne producer Moet & Chandon and The Star, the Australian gambling and entertainment group.
Damien Moston, Sportfive managing director for Australia and New Zealand, and senior vice-president of global sales, said: “We are thrilled to be appointed by the Australian Turf Club in this pioneering partnership for horse racing and growing the ATC’s commercial portfolio.
“It’s a privilege to be working with the ATC as it embarks on building for the future through major infrastructure development plans and innovation such as the recent integrated media platform investment in LED, IPTV, and WiFi digitisation across Royal Randwick and Rosehill Gardens [two of the venues it operates].
“With an impressive reputation for delivering world class racing, stylish entertainment offerings and valuable opportunities for building strong business connections, the ATC represents an integrated partnership opportunity like no other and we’re looking forward.”
Corina Black, ATC executive general manager of commercial, added: “Led by Damien Moston, Sportfive has long held a wonderful reputation for connecting the sports and entertainment business ecosystem of sponsor brands, rights-holders, media partners and fans to generate the best outcomes for all partners involved.
“We’re looking forward to enhancing and growing the ATC’s commercial portfolio with existing and future partners who wish to innovate and take advantage of the digital and technological advancements.”
Major races in the ATC stable include the Australian Derby, the Sydney Cup and The Everest, which debuted in 2017 and, in terms of prize money (A$13 million [$9.3 million] in 2019) is now the richest turf race in the world.