Racing now run by bookmakers

Sexism, homophobia, bendiness and animal welfare issues. Is it any wonder a lot of sponsors do not want to be associated with racing?

To be fair, there are major sponsors in racing, and the Flat does better than the Jumps.

Cheltenham's greed in expanding the Festival, and fixture list bloat in general, do not help since they dilute the impact of any one sponsored race.

But watch Channel Four at the Festival, and imagine you are marketing director for a major company. Don't you wince as Big Mac hails Saucy Minx and Pouting Heiress? And this forum erupts in sexual frenzy as a bunch of middle-aged 12-year-olds dry-hump their tellies whenever a woman hoves into view?

British racing pays channel 4 to show it. That just about sums it up.

And Channel 4 are still quite prepared to pull the plug out before the photo result is announced, or even with a furlong to go, so they can show a repeat of  Countdown on schedule

True, tobermory, but I doubt that is what puts off the sponsors.

In fact, I suspect it is the same factors -- sexism, homophobia and sleaze -- that mean neither broadcasters nor sponsors take racing seriously.

I think you might find there is " SEXISM~HOMOPHOBIA and SLEAZE" in most big company's boardrooms.

Major companies and corporations do not want their brand associated with a sport thats pretty much corrupt and rotten to the core.

Don't know whether you've notice, but we're in recessionary times when cos pull their sponsorship horns in

Ramruma is absolutely on the money, imo - why would any company want to associate itself with a sport whose public face is a bloated, reactionary, misogynist, right wing freak show, happy to take money to appear on TV cage fighting in his under pants.

Same story with presenters that are allowed to present showpiece events looking like they've just zig-zagged back from the hospitality tent.

That racing does nothing to deal with these sort of kamikaze PR problems, despite hiring all sorts of 'gurus' to work out why no one wants to engage with the sport, says everything about how woefully out of touch it is in understanding the importance of public perception, imho...

Ramruma 02 Mar 12 02:03

And this forum erupts in sexual frenzy as a bunch of middle-aged 12-year-olds dry-hump their tellies whenever a woman hoves into view?

The Pouting Heiress won't be at Cheltenham fyi, she'll prob be on a beach sunning her perky bits

What's wrong with Al and Mac being on with a couple of dolly birds like The Female and The Saucy Minx? obviously they won't know anything about sport but what's wrong with a bit of eye candy for the lads? It seems sponsors are catering for benders and bummers or lezzo feminists imo, it's not horse racing's fault.