UAE/IRELAND. Dubai Duty Free is preparing for one of its highest-profile events of the year, the Irish Derby Festival, which will take place at The Curragh Racecourse in Ireland from 27-29 June. The highlight of the festival is the Dubai Duty Free Irish Derby on Saturday (29 June) featuring some of the world’s best horses, jockeys and trainers.
The leading airport retailer became sponsor of the festival in 2008, with the prestige and prize purse rising each year to make it one of the highlights in the racing calendar. With €1.5 million in prize money, the Dubai Duty Free Irish Derby is Ireland’s richest horse race.
Dubai Duty Free Executive Vice Chairman and CEO Colm McLoughlin said: “The Dubai Duty Free Irish Derby is always a fantastic contest and last year provided us with a tremendous narrative as Joseph O’Brien, who had ridden the winner of the race twice for his legendary father Aidan, won it for the first time as a trainer with Latrobe, who was ridden by Joseph’s brother Donnacha.”
Dubai Duty Free spends 2.5% of its annual turnover on marketing each year, most of which is dedicated to sports sponsorship. McLoughlin commented that sports sponsorship allows Dubai Duty Free to reach a global audience via the media exposure gained from these landmark events.
“Each of our sponsorships are very carefully chosen to ensure they align with our potential customer base and the discerning traveller who might consider visiting the vibrant city of Dubai for business or leisure,” McLoughlin said.
“We are very focused on utilising our sports sponsorship to continue to communicate all that Dubai has to offer.”
