Yorkshire tourism to sponsor racing festival

YORK'S Ebor Festival – one of the country's most prestigious horse race meetings – is to have a title sponsor for the first time in its illustrious history.

A pioneering deal between the historic racecourse and Welcome to Yorkshire will see the regional tourism body enjoy naming rights at the four-day meeting from this year onwards.

The three-year deal, which the Yorkshire Post can reveal today, comes as tourism leaders look to utilise the region's top sporting events to attract visitors and holiday-makers to the region.

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It is already backing Yorkshire's summer racing festival which takes place in July; a week-long series of meetings and events linked to the region's eight racecourses, top stables and Doncaster's Northern Racing College.

And the presence on the Knavesmire last year of Sea the Stars, the champion colt who followed up his scintillating Epsom Derby success by landing York's Juddmonte International as part of his unprecedented six Grade One successes, helped to highlight the wider importance of horse racing, and the Malton and Middleham training centres, to the region's economy.

As such, the meeting – which will take place from August 17-20 this summer – will now be known as the Welcome to Yorkshire Ebor Festival.

"This is a historic day for racing in Yorkshire. No other county embraces horse racing like Yorkshire. We have the most racecourses, some of the best trainers and jockeys, not to mention a passionate racegoing public," said tourism chief executive Gary Verity.

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"This deal will enable us to take Yorkshire to a wider global audience, putting Yorkshire on the map as a leading tourist destination as well as a top sporting location."

Last year's festival attracted 80,000 spectators – and it is estimated that racegoers contribute 44m a year to York's economy.

A guaranteed four days of live terrestrial television coverage on Channel Four – with sponsorship "plugs" potentially worth millions of pounds – will help tourism leaders to promote the region's attractions and hospitality.

Mr Verity said he hoped that prospective racegoers would incorporate a longer stay in Yorkshire into their itinerary – while families already enjoying a break in the region will undertake a day out at the races.

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And annual prize money in the region of 2.7m means the best horses – including Sea the Stars – normally line up at the festival and compete against horses stabled at the flourishing Malton and Middleham training centres.

From a local perspective, the traditional highlight is the one mile six furlong Ebor Handicap – the most valuable Flat handicap in Europe that was first run in 1843 and honours Eboracum, the Roman name for York.

The most popular winner came when the future two-time Champion Hurdle hero Sea Pigeon, trained locally by Peter Easterby, prevailed in 1979 following an epic finish which ended in a photo-finish.

The Ebor meeting is the highlight of 19 days of racing which York is due to host this year.

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The fixture list begins on May 12 with the three-day Dante meeting, which includes key trials for the Epsom Derby and Oaks.

The John Smith's Cup meeting on July 9 and 10 is another season highlight while the campaign rounds off with a two-day meeting on October 8 and 9 where potential stars of the year invariably race.

York chief executive William Derby said the Ebor fixture remains a great racing and social occasion.

He added: "We are delighted to announce this partnership.

"The investment that we make in prize money and facilities for racegoers means that we can represent this wonderful county with pride –and I look forward to the first ever Welcome to Yorkshire Ebor Festival."

New lounge for racegoers

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York racegoers will be able to enjoy even more spectacular views of the action following the launch of a new facility – the Melrose Club Lounge.

Located on the second floor of the redeveloped Melrose Stand, it will offer annual members and County Stand day badge holders the opportunity to enjoy a unique racing experience, boasting balcony access to the home straight and a conservatory overlooking the Weighing Room.

The new lounge forms part of York's winter investment programme which includes a 1.8m improvement scheme on the lower levels of the Melrose Stand by the Parade Ring. Improvements are also being made to the Owners' and Trainers' Club on the first floor and to Tote facilities on the ground floor.