Derby field to come around Poundland Hill after branding move

The 2017 Investec Derby meeting will have a new sponsor attached with low-cost high-street retailer Poundland adding its name to the Hill area of the famous Epsom Downs.

The inside of the racecourse, from which racing fans can enjoy the action for free, will be branded Poundland Hill in a deal that is the result of title sponsor Investec partnering with Steinhoff International, owner of Poundland.

The announcement was met with much consternation on social media, but Rod Street, chief executive of Great British Racing, the body tasked with broadening racing's appeal, welcomed news of a new sponsor to the sport.

Street said: "Poundland is a successful consumer brand. They promote affordability and the Hill is an affordable area of the course. It is an elegant brand fit.

"There is lots of room for consumer brands in racing and the fact Poundland is taking an active interest in the sport is a positive.

"If Epsom can go out and attract a well-known high-street brand then hats off to them."

'Laughter turns quickly to incredulity' – click here for Tom Kerr's reaction to the Poundland Hill

Epsom is owned by the Jockey Club, whose regional director for the London area, Phil White, pointed to Poundland's widespread high-street presence and ability to help promote the Derby.

He said: "The partnership with Poundland is fantastic news. We've been looking to reinvigorate the Hill and through this arrangement we can ensure the growth of what is a unique experience.

"Poundland is a well-known high-street brand, with many stores, and we will be working together to promote the event and attract families."

Marketing issues

The rebranding of the area was criticised by racecourse bookmaker Charlie Miller, who viewed the commercial move as "a retrograde step" and criticised the marketing of the Hill, which has suffered falling attendances.

Miller, who has bet at Epsom for the last 12 years, said of the atmosphere on Derby day: "It has gradually gone downhill because of how the meeting has been marketed. They have banned barbecues and music, and the carnival atmosphere has gone. It is now polite and boring and the numbers are drastically down. I think calling it the Poundland Hill is another retrograde step. I don't see how it will improve things.

"It's been increasingly hard to make money as a bookmaker on the Hill [because of the falling attendance] and this will more than likely be my last year. I find it very sad."

Federation of Racecourse Bookmakers spokeman Robin Grossmith was unconcerned by the rebrand. He said: "Racecourses are always on the lookout for sponsors and as long as it's not something socially irresponsible – such as a pay-day loan company – I don't think you can afford to be too picky. Poundland is a well-known high-street store so I don't see any offence in it.

"Poundland are willing to stump up the money to support the day so why put them down? Lots of people shop there."

Poundland's trading director Barry Williams said: “All of Britain loves the Derby and, as the people’s store, we’re looking forward to helping make the people’s hill at Epsom one of the best ways for the family to experience the Derby at Epsom.”

Sponsorship extension

The news came as Investec furthered its commitment to Flat racing's flagship event by extending its sponsorship for another five years.

The bank was already signed on to have its name attached to the festival surrounding the third and fourth Classics of the season until 2021, but has decided to prolong a partnership that began in 2009.

How Twitter reacted . . .

@robwrighttips
Please someone tell me this is fake news. Really struggling to believe it's true

@Joedesouza93
Royal Ascot next - Queen Anne Summers Stakes

@Jbf403
didn't know it was April the 1st

@SimonNott
How about getting hold of @Tesco too, Tattenham is such a mouthful?!

@jrmillman
So racing gets a non-betting sponsor that people have actually heard of in Poundland yet uproar that its cheapening the 'brand'

@davebesag
Words fail me as the area on the racecourse where it is free to watch the Epsom Derby has been named Poundland Hill

@Aaron_Crosbie
Poundland Hill, seriously?! What next? The Chair @AintreeRaces to be renamed the The DFS Chair Sale Now On?

@jonathaninmalta
It is ridiculous. A day at the races is supposed to be an aspirational experience. Epsom have completely lost the plot