The core objective of The Dubai World Cup (and of Sheikh Maktoum’s Godolphin racing operation itself) is to advertise Dubai around the world as a global destination for sport, tourism and commerce and this year’s somewhat overblown and overwrought promotional film for the world’s richest horserace aims to show how Dubai unites the world through its horses.
Whatever the creative consensus and personal perspectives on a film which charts the historical significance of the relationship between mankind and the horse (particularly the original Purebred Arabian racehorse), the promo certainly fits with the overall globally grandiose (and perhaps over-the-top) tone of the property.
With $29m of prize money on offer, the 2014 racing carnival attracted elite horses from 13 different countries (the most notably exception this year was the USA) and thousands of international track visitors and a worldwide audience of millions.
‘Dubai has become a platform that brings together horses and riders to seek greatness and success at this international annual meeting,’ outlines Ebrahim Abdul Rahim, Director of Events at the Hamdan Bin Mohammad Heritage Centre.
‘Horse racing plays an important part in reflecting the UAE’s authenticity and tradition and the importance of equestrian sport in our everyday life. In collaboration with Meydan, we at the Hamdan Bin Mohammad Heritage Centre are proud to showcase our traditions at the Dubai World Cup 2014 by offering heritage plates that reflect the culture and identity of the UAE and live performances including marine arts, folk arts, Emirati ‘Ayalah’ and folk dances “Alnaashat”.’
Another method through which the 2014 race meeting connected with the global community was a cause-led project which saw the race meeting mark the international ‘Earth Hour’ initiative.
The Dubai World Cup marked Earth Hour vi an on-track initiative that saw the racing festival partner with Street Charge Middle East and 174 Solar.
Street Charge provided solar power charges to enable Dubai World Cup visitors to stay connected to the world via their mobile devices throughout the day on the 29 March.
‘Supporting the Dubai Racing Club with solar power was an excellent platform and opportunity to demonstrate the accessible nature of today’s latest solar technology,’ said Street Charge ME founder and CEO Mujahid Salman.
‘And the fact that the race coincided with Earth Hour only supported the cause for a greener and more environmentally-conscious city. We received such a tremendous response from visitors.’
Street Charge supports the Dubai government’s Smart City initiative and strategic sustainability projects, while 174 Solar is a company focused on solar power and sustainable initiatives that empower people to lead energy-conscious lifestyles whilst also raising awareness of the region’s untapped solar potential.
Another good cause partner activation at the 2014 race meeting saw Emirates, a partner of Maktoum’s Godolphin Stable as well as sponsors of the big race itself, anchor its Dubai World Cup work on its ‘Emirates Skywards Thanks-A-Million Draw’.
The campaign is essentially a fundraising programme for the Emirates Airline Foundation which provides humanitarian, philanthropic aid and services for children in need and aims to help eradicate poverty from the communities Emirates flies to.
Wrapped in its Skywards scheme, the airline’s award-winning frequent flyer programme, Emirates Thanks-A-Million is essentially a prize draw with the grand prize of one million Emirates Skywards Miles.
One million miles is equivalent to 22 return Emirates tickets from Dubai to Europe, or 19 to the Far East. The first runner-up wins 500,000 miles and the second runner-up 250,000 miles.
A further, initial 250,000 miles prize is awarded on 27 March at the pre-meeting ‘Breakfast with the Stars’ event – an annual thoroughbred-themed bash providing racing enthusiasts with an opportunity to watch the horses (the ‘stars’ exercise on the track at the Meydan Racecourse before the meeting starts.
2014 marks the 14th annual Thanks-A–Million draw at the Dubai World Cup and flyers, consumers and racing fans can purchase an unlimited number of raffle tickets (for just Dhs20 apiece) at selected outlets, online and at the Meydan Racecourse itself on 29 March (Dubai World Cup day).
Last year the Skywards Thanks-A- Million draw raised Dhs3,176,675 for its charities which include Riding for the Disabled Association of Dubai (RDAD), The World Food Program, UAE Red Crescent and Rashid Paediatric Therapy Centre.
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The centrepiece richest race in the world, the $10m Dubai World Cup itself, was won by African Story (owned by Sheikh Mohammed Bin Rashid Al Maktoum – marking the seventh time that a horse owned by the sheikh has won the race).
Emirates has been associated with ‘the sport of kings’ for many years and horse racing forms a keystone of the airline’s broad sponsorship portfolio.
Its racing partnerships span many of the biggest meetings around the world – from the Melbourne Cup and the Singapore Derby, to Godolphin and the Dubai World Cup itself.
‘Emirates, global connector of people and places, has been the race sponsor since the start of the event back in 1996. Just like Emirates, the Dubai World Cup reaches out to six continents, be it in terms of destinations we fly to or countries that will have horses competing,’ outlines Emirates Commercial Operations Senior VP Shaikh Majid Al Mualla.
‘Emirates is committed to supporting the development of Dubai, so it is very important for us to partner with what has become the richest horse race in the world. Both Emirates and the Dubai World Cup strive to promote Dubai as a leading sporting, business and tourism destination. Attracting tens of thousands of visitors, this is an event to not be missed.’
Emirates is one of a set of ‘pillar partners’ for the Meydan Group event organisers- each sponsor (which spans international brands and domestic companies) is deemed key to developing Dubai World Cup race card and boosting the event’s international profile.
‘Dubai World Cup day is the annual highlight of our season. It is a time when we look forward to standing alongside our pillar partners to promote high-class international racing and highlight Dubai as an exciting global hub for business, pleasure and events of international significance,’ explains Malih Al Basti, Vice-Chairman of Meydan Group and Chairman of Meydan Racing Committee.
‘Thanks to the investment and vision of our partners, we are able to host tens of thousands of spectators on the big day and beam the action in Dubai to millions around the world who watch this showcase on television. We are fortunate to have long relationships with our key foundation partners, yet also attract new sponsors to the Sport of Kings. We value each of these associations and look forward celebrating with all our pillar partners as we crown nine new champions on Saturday March 29 at Meydan Racecourse.’
Other pillar partners include Longines, the sponsors of the Dubai Sheema Classic race and the creators of the official event watch – the Conquest Classic – dedicated to passion for equestrian sports.
‘Longines is very proud to be the official timekeeper of the Dubai World Cup for the fourth time. This event perfectly embodies the key values that Longines’ slogan distils: “Elegance is an Attitude”,’ outlines Longines International Marketing VP Juan-Carlos Capelli.
Another international brand activating at the Dubai World Cup is Jaguar Land Rover MENA which leverages the event’s fashion following by running a best dressed spectator award called the Jaguar Style Stakes.
This year’s winner, Sarah Jayne Heart, was chosen by an expert judging panel and won the use of a Jaguar F-Type Convertible for one year.
‘Over the past four years as a judge I have witnessed a magnificent display of fashion and creativity. Each year I can really feel the enthusiasm and passion that participants have for the event. The stakes literally do become higher each year and it is great to see Dubai’s ladies, and gents, make such an effort with hats, fascinators, beautiful dresses and smart suits,’ says Jaguar MENA Marketing Manager Nicola Gibson.
‘The Style Stakes continues to be a perfect brand synergy for Jaguar as it embodies the same combination of style, elegance and grace, and we look forward to working closely with Meydan for future endeavours.’
Links
Dubai World Cup Website
Emirates Skywards Thanks-A-Million Draw
http://www.emirates247.com/news/win-a-million-skywards-miles-here-s-how-2014-03-24-1.542818
Emirates Horse Racing Sponsorships
http://www.emirates.com/uk/english/about/emirates-sponsorships/horse-racing/horse-racing.aspx
174 Solar
StreetCharge Middle East
Dubai World Cup Jaguar Style Stakes
