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MBA research probes success of sponsorship of equestrian events


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  • H&H readers are being asked to take part in a survey to investigate how important corporate sponsorship is to major riding events.

    MBA student and event rider Katherine Jones is investigating for her dissertation whether sponsoring big sporting events, particularly equestrian ones, give a reasonable return for the vast amount of investment that they require.

    “I’ve retrained two racehorses for eventing, and love eventing both as a competitor and spectator, hence the equestrian focus for my dissertation,” said Jones, who is studying at the University of Worcester.

    The focus of her research will be whether people identify big events with certain sponsors, whether big brand sponsorships makes competitors and punters go to events, and whether it makes them more likely to buy that company’s products.

    As well as speaking to riders and spectators, Katherine will interview Mitsubishi Motors, sponsors of Badminton and Hartpury Horse Trials.

    If you would like to take part in the research, visit http://www.surveymonkey.com/s/equestrianeventbrandsponsorship

    Responses will be collated on 1 July.

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