Thomas Sabo has joined forces with the Melbourne Racing Club for the 2012 BMW Caulfield Cup Carnival.
The German watch and silver jewellery company is hoping to increase its local brand awareness as the official watch partner of the 2012 BMW Caulfield Cup Carnival and the Summer Festival of Racing Fashion and Entertainment.
Announcing the partnership, Philip Edwards, the managing director of Duraflex Group Australia (the local distributor of Thomas Sabo), said the company chose to partner with Melbourne Racing Club as the BMW Caulfield Cup Carnival is “one of the most highly anticipated events on the Australian sporting and social calendar”.
“Thomas Sabo is an international lifestyle brand with strong alignments in sporting arenas worldwide and as such we look forward to connecting with Australian horse racing fans and Spring Carnival attendees this season.”
As part of the sponsorship deal, 2012 Caulfield Cup fashion and social ambassador Jesinta Campbell and Channel 9 personalities Clint Stanaway and Andrew Faulkner are likely to wear Thomas Sabo watches when hosting Spring Carnival events.
Edwards said this would generate “much interest” in the brand “which we aim to translate into sales in-store”.
The BMW Caulfield Cup Carnival is made up of three days of racing − the BECK Caulfield Guineas Day, the Schweppes Thousand Guineas Day and the BMW Caulfield Cup Day.