Burghley Day’ presented by Höpt Soda is Land Rover Horse of the Year 2019’s new marquee event and already the concept is creating giant strides in sponsorship circles.
The inclusion of current Burghley and Badminton champions Tim and Jonelle Price as headline acts is proving a potent formula for aligned sponsors, both international, national and local, to connect with New Zealand’s premium equestrian event and use Burghley Day to leverage their own marketing.
Burghley Day provides a platform for international brands Land Rover and Höpt Soda to coexist alongside smaller local brands like The True Honey Co, which event director Dave Mee says is providing a very unique set of marketing opportunities.
“Sponsorship opportunities at Land Rover Horse of the Year are highly sought after and for good reason. The association this year with the coveted Land Rover Burghley Horse Trials is providing a way for local brands to promote their products not just into Australasian but also UK markets.
“With over 55,000 expected attendees over the six days of competition and potentially millions more, watching, brand awareness is exponential. The event maximises this through live streaming, television, radio and print coverage along with our own professional public relations.”
Burghley Day, held March 16 at Hawke’s Bay’s A&P Showgrounds will see Hastings’ Discovery Gardens transformed into a ‘Baby Burghley -featuring iconic Burghley Jumps, British food trucks, a Beefeater Pink Gin Bar, pop-up Höpt Soda ‘Höptail Bar’ and authentic Burghley theming.
Other VIP functions across the week of March 12-17 provide unique scope for sponsors and local dignitaries to network and connect. Entertainment includes the glamorous Hall of Fame cocktail party, Bayleys Business Lunch, family fun Friday night Hastings Heart of Hawke’s Bay Extravaganza and finale events the G.H. Mumm Champagne Cross Country Lunch (Saturday 16th March) and Cup Day (Sunday 17th March).
It’s become an annual pilgrimage for many, who arrive to take in the event’s shopping, wine and food villages and salivating assortment of hospitality experiences. But for exhibitors and sponsors, the stakes can be far greater.
“Where else do you encounter six days of televised international, national and local brand alignment? We’re celebrating 21 years in Hawke’s Bay this year, and we’d love to see other local sponsors jump onboard to ensure the longevity of this fantastic community event,” says Dave Mee.