WKD, Northern Ireland’s no.1 RTD1, once again sponsored the feature race on the first day of this year’s Northern Ireland Festival of Racing. The WKD Hurdle took place on 31 October, offering a highly sought-after €50,000 in prize-money. The two-day meeting attracted 5,000 spectators to historic Down Royal and was viewed by some 2.5 million race fans on TV. Little King Robin, ridden by Mark Walsh and trained by Colin Bowe, finished the prestigious race first to claim the winning purse.
SHS Drinks, the Belfast-based owner of WKD, had a whole host of activities in place to maximise the sponsorship of Northern Ireland’s richest hurdle race and make the most of the fact that the WKD Hurdle was this year contested on Halloween. Highly visible branding featured around the course and in the stands; a special WKD bar was on site to refresh thirsty horseracing fans; and the WKD promotional team was on hand to ensure that festival-goers had a great time.
On-site support for the prestigious WKD Hurdle took on a suitably spooky look this year with a range of Halloween-themed POS materials on display. In addition, WKD sponsored a prize for the best Halloween costume, thereby ensuring that race-goers’ outfits were an integral part of the overall event.
Debs Carter, Marketing Director – Alcohol at SHS Drinks, says: “We were thrilled to once again be associated with such a high-profile event in the racing calendar. The WKD Hurdle was a highlight of the Festival, with the Halloween timing adding an extra party feel to the whole occasion. Hearty congratulations to all associated with Little King Robin.”
Brendan Loughran (left), SHS Drinks Sales Controller, Ireland and Mike Todd (right), General Manager Down Royal Racecourse, ready themselves for the spooktacular WKD Hurdle.