Raceday Sponsorship

Helping Saudi Arabia to create and host the first running of the Saudi Cup (the world’s richest horse race) is among the projects that Barnes Thompson is particularly proud. Barnes Thompson was recruited, at short notice, to act as Brand Director and Custodian for the inaugural Saudi Cup.

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The original scope of the project centered on the ‘look and feel’ design and delivery of brand guidelines and assets to support local and international promotion. In reality however, Barnes Thompson took on a far wider brief, employing all of our many years of industry knowhow to help deliver a global sporting event in just a few short weeks. That experience helped to create a race that, after just one running, has become an immediate part of the international racing landscape.

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The historic Saudi Cup project called on all of our industry expertise to ensure a vast array of essential deliverables. Whether it was devising and implementing a global marketing strategy, public relations management, venue dressing, merchandising, dual-language website creation, or something as simple as using our long-established relationships to ensure saddle cloths were delivered in time for the race, the first ever running of the Saudi Cup would have been a very different event without Barnes Thompson’s guidance.