Infinity Tyres sponsors the first race of 2011 at York Racecourse
Infinity Tyres, part of the Al Dobowi Group recently sponsored the first event of the 2011 horseracing season at York racecourse in a meet which was long awaited by racing professionals and fans. This sponsorship was conducted in conjunction with Bond International, distributor of the brand in the UK and it is reported forms part of two firms’ strategy to “to get closer to the customer”, as Reg Bond, owner and managing director of Bond International, stated. “To promote a brand, you must go to the consumer and a tyre means little to a consumer, what grabs him, is something special, and this is special.”
Jorge Crespo, Infinity general manager for Europe and the emerging markets of the Al Dobowi Group, stated: “Infinity is delighted to get involved with all sorts of sports and activities related to sport. We have supported horse racing in the past, and we decided this year to increase our commitment by supporting a full race at the first stakes of the Dante Festival at the York Racecourse. Our partners and dealers enjoyed the day out, the organisation and the thrill of the races. Infinity is a well known brand in the UK and we shall continue contributing to the health of traditional British sports.”
Steve Tidmarsh, finance director of Bond International, who was also present at the races, was glad that Bond took part in this event. “We believe that sponsoring this type of event is good because it helps to increase the awareness of the product to the consumer, plus with national TV coverage the audience becomes much larger with the cost very much reduced if the brand was advertised in its own right.”
Tidmarsh also pointed out the benefits of distributors and dealers working together. To him, events such as the York races: “help to bring together the manufacturer, distributor and dealer and demonstrate clearly how the brand is being promoted with the main benefactor being the dealers who get a good day out into the bargain, and will leave with the feeling that it is very worthwhile stocking and selling the brand to the end customers”.
The 2011 Infinity Tyres Stakes were won by Pekan Star (13-2), property of HRH Sultan Ahmad Shah and trained by first-season trainer Roger Varian, and both Jorge Crespo and Reg Bond, presented the £20,000 prize to its jockey, Neil Callan, at York’s Winner’s Enclosure before the media and the attending public.
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