BMW rides on horse racing event
Australia - BMW Australia is leveraging the country's premier autumn horse racing event in Sydney to reinforce its position as a prestigious brand.
The event happening 24 March to 28 April this year is now officially named the BMW Sydney Carnival after the sponsorship agreement made between BMW Australia and the event's stakeholders - Australian Turf Club, Racing NSW, and Destination NSW.
BMW Australia holds naming rights to the event, as well as one of the Carnival's key race days coined the BMW Doncaster Day at Royal Randwick.
Naming rights for its own race, The BMW at Rosehill Gardens on AAMI Golden Slipper Day, has also been included in the agreement.
"BMW has a long and established relationship with the horse racing industry in Australia and we see the establishment of the ATC in Sydney as a fantastic opportunity to further strengthen this relationship," Managing director of BMW Group Australia Phil Horton said.
Since 2002, BMW Australia has sponsored the A$2.25 million "The BMW" race, which is Australia's only weight-for-age contest over 2400 metres and has been a highlight of the AAMI Golden Slipper Day programme at Rosehill Gardens.
The brand is also a major partner of the Magic Millions Carnival on the Gold Coast, naming rights partner of the A$2.5 million Caulfield Cup, and a sponsor of race programmes across the country.
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