Australian champion racehorse Black Caviar won at Royal Ascot on Saturday having put her sport in the international spotlight and almost upstaging the Queen in her Diamond Jubilee.  She also scored a big win for one of her sponsors.
It was her 22nd consecutive race victory but was achieved in dramatic fashion after jockey Luke Nolen stopped riding in the final strides and was almost caught on the line.
Royal ascot is one of the highlights of the British sporting summer and because of the Royal connection, sponsorship has always been treated with extreme caution.  On Saturday though, Australian betting firm Sportsbet.com.au rode an effective coach and horses through restrictions by providing a branded jacket to Black Caviar’s stalls handler, flown in from Australia with her.
As the horse was loaded into the starting stalls, the brand was visible to the TV audience in Europe and Australia, as well as big screen viewers on the track.  Al the other stalls handlers were dressed in the standard uniform which featured a discreet Royal Ascot and Quipco branding but that only made the Sportsbet jacket stand out more.
Black Caviar is a true superstar in Australia.  A set of her racing silks was recently auctioned for charity and made AU$24,000.
Today’s main stories on Sport for Business

Find out more about how Sport for Business can be of benefit to you
Subscibe today for the free Sport for Business daily news digest