On the 2nd April 2011 you may get a bit of a surprise if you are going down to Doncaster Racecourse’s William Hill Lincoln Day Race.
The Jockeys will be sporting their newly branded breeches this coming Saturday. The logistics company Eddie Stobart have come to an agreement with the Professional Jockeys Association, which has resulted in the company’s name being printed onto the derriere of the Jockeys taking part in the races.
The agreement has brought about the ressurrection of the career ending insurance (CEI) which was cancelled in 2009 due to the cost of the premiums- Stobarts have agreed to match the contributions that the Jockeys make into the scheme.
Is it endorsement gone too far or a quirky twist to advertising? Although I presume this new advertising partnership will be met with a mixed response by those who frequent the races, it can’t be denied that this indecent exposure is for a good cause. What do you think?