Super 12 Racing, the organisation set up to represent the collective commercial rights of the UK’s top dozen race courses, is looking for over £1m for the title sponsorship of the 47-race series.
Sports marketing company Sportsworld has been given the task of negotiating sponsorship for Super 12 Racing.
The Super 12 Challenges – the series of races starting next May at race courses including Goodwood and Aintree – are aiming to radically change the sport’s image.
Super 12 is introducing a league format, similar to football, and aims to attract top names from the jumping and flat racing world, including Franki Dettori.
The handicap races, which will be on the same bill as races such as the Hennessy Gold Cup, will be televised live on Channel 4 and BBC.
Super 12 Racing chief executive Kim Deshayes says: “Super 12 is repositioning the image of the sport. You only have to look at how successful Premiership football has been in maximising its potential. That’s what Super 12 aims to do.”
In a separate development Super 12 has announced that commercial director of global properties Malcolm Crease has left the company by “mutual consent”.
Horseracing is popular at the moment, following a £387m ten-year media rights deal with attheraces, a consortium made up of Channel 4, BSkyB and Arena Leisure. It has a marketing budget of £80m for the next ten years.