With the next Royal Race rapidly approaching in June, Longines has announced that is has become an official partner with the Royal Ascot Race Course.
The timing of the announcement is not the big news here. It is the fact that this is the first time that the iconic race course has ever had a commercial partner. For those of us in Florida who have become use to commercial names associated with our venues like American Airlines Arena or Sun Life Stadium, it may be remarkable to consider but it is true. While various races would allow for temporary signage as in the above photo, the course itself has not. The sponsorship officially runs through the 2017 racing season.
The sponsorship includes visibility for the Swatch brand including a chronometer that will be placed close to the winning post, and a stylish and elegant clock that will be visible in the parade ring.
The Royal Ascot Race Course has a history longer than that of our country, reaching back 300 years. It is amazing to think in all of that time no other commercial sponsorship of the course could be completed. Longines now has the honor, and that visibility. The course is located in the small town of Ascot in Berkshire England.