Archive for the ‘Manchester United’ category

Betfair presents Man Utd Live

Betfair is constantly pushing the envelope to find innovative ways of using their sponsorship assets. Whether that is quirky player challenges to capitalise on the sporting agenda, a ten pin bowling viral showcasing Betfair’s mobile offering (see video below), or a pioneering deal to place QR codes on GB’s beach volleyball players’ bottoms at the London 2012 Test Event, the emphasis is on doing things differently.

Bringing a fresh approach to sponsorship activation comes naturally for a company founded and driven by innovation. Another pillar of Betfair’s marketing philosophy is to ‘live and breathe social’ – as outlined by Betfair’s Head of Online Marketing, Ben Carter (@bensaint). Social is not treated as an add-on to marketing activity, but is put at the heart of campaigns. As a sponsor of Manchester United, with their 21m+ Facebook likes, it makes sense for Betfair to engage the club’s fanbase through social channels.

So what did Synergy suggest when given a couple of hours’ access to some Manchester United players on an (inevitably) wet January afternoon in Manchester? Stage a live Q&A with United players on Betfair’s Facebook page, giving fans the chance to interact with their idols by submitting questions or posting comments during the live broadcast via Facebook and Twitter.

Working alongside Betfair’s in-house production team, real-time broadcast experts Livestream, and MUTV, we helped deliver Betfair presents Man Utd live - an exclusive 30 minute programme hosted by TV presenter Rachel Brookes and featuring Michael Carrick, Ashley Young and Nani. Supporters were able to watch the action by simply ‘liking’ the Betfair Facebook page, and could submit questions or comments by tweeting @BetfairSports with the #MUlive hashtag.

Once again, doing things differently paid off. Over 40,000 people tuned in to watch, close to 1,000 questions were received during the broadcast, and tweets of the #MULive hashtag reached over 3.8 million people (source: Tweetreach).  Synergy’s PR team managed the external pre-promotion through football blogs and forums, and the post-event syndication of content and quotes to key media targets, resulting in over 100 pieces of online coverage. Quotes featured in three national print newspapers, and branded footage was included in ITV Granada Reports in the build up to the weekend’s game against Arsenal.

What else did we learn from our inaugural live interactive Facebook broadcast? For a start that Nani regularly gets the hairdryer treatment from Sir Alex. For more insights, you’ll have to watch the webcast for yourself….

By Tom Gladstone on January 25th, 2012

Tags: Betfair, Default, Facebook, Football, Manchester United, Sponsorship, Synergy

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20 Years of the Premier League Infographic

It’s 20 years since the Premier League was launched and to mark the occasion, we’ve put together an infographic suitably laced with factoids illustrating the League’s journey from domestic breakaway to global superpower.

Having worked on sponsorships in and around the League since its inception, it’s been an extraordinary journey both to have witnessed and to have been part of. The incredible transformation on and, above all, off the field is what I hope we’ve captured.

Off the field, my personal favourite factoids are the League having no title sponsor in its first season (owing to disagreements between the clubs) and the staggering 9900% rise in Manchester United’s annual shirt sponsorship income, from Sharp’s £200k endorsement in 1992 to today’s £20m Aon deal.

On the field, it has to be United’s dominance of the title (which of course has driven their off-field success), the proliferation of overseas players, from a mere 11 in 1992 to 337 last season, and the perfect symmetry of the 11 current and 11 former clubs who featured in the inaugural 22-club Premier League (great quiz question by the way).

Click to enlarge…and enjoy.

Crafted and made beautiful by Jon Izzard.

By Tim Crow on August 10th, 2011

Tags: Barclays Premier League, Football, Football Sponsorship, Manchester United, New Product Development, Sponsorship, Synergy

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Betfair Penalty Champions – Manchester United v FC Barcelona

This season Synergy was tasked to create a half time activity campaign using Betfair’s two football assets Manchester United and FC Barcelona.  With two of the world’s most famous clubs it surely wasn’t going to be hard to create an ultimate sporting experience…

In September every £10 football bet placed on Betfair offered their customers the chance to be entered into the Betfair Penalty Champions competition. Through Betfair’s sponsorship of Manchester United and FC Barcelona, customers who were entered would have the chance to walk onto the pitch at half time at both Old Trafford and the Camp Nou and take a penalty representing their team.

October saw ten Manchester United fans and ten FC Barcelona fans headed to their clubs’ training grounds for a training day with club coaches and ex-players, followed by the filming of their very own penalty. For MU fans it was Carrington with Dennis Irwin and Andrew Cole and for Barca fans it was at Joan Gamper with Roberto Bonano.

With all twenty penalties posted online for the public vote, it was not long before two teams would be announced and preparing  for the first leg at Old Trafford, before heading to the Camp Nou for the second leg. The winners – with over 87,755 votes between them – were Darrin Crawford, Brendan Doherty and David Snell (representing MU) and Israel Sanchez, Eduardo Rubio and Jordi Vila representing Barca.

December bought both snow and Manchester United v Arsenal at Old Trafford. With all winners finally making it to Old Trafford despite some snow-diverted flights at half time our six winners and their glamorous escorts (Caroline me in beautiful yellow Betfair Jackets, below) stepped out onto the hallowed turf at Old Trafford. As if stepping out in front of approximately 80,000 fans wasn’t daunting enough, the Chilean Miners and the one and only David Beckham had also decided to make an appearance at the match!



The crowd immediately got behind their Red Devils, encouraging the MU boys to an early 3-1 lead over the Barca team, leaving MU with what should have been an easy win at the Camp Nou…or maybe not…

After the Christmas break it was time for Betfair’s six winners (oh, and me again) to start the New Year in style by flying to Barcelona and following in the footsteps of some of today’s greatest players, Messi, Iniesta and Villa, by walking onto the pitch at the Camp Nou at half time of Barcelona v Malaga. With a change in the MU team with Brendan Doherty having to pull out of the competition to attend the birth of his first child…it was up to fourth place Steve Wright to take his place!

With a 3-1 lead it should have been an easy victory for the MU team, however, now it was the turn of a 100,000 Barca fans to get behind their team and it would seem the pressure proved too much for some of the MU team with replacement Steve Wright blazing it over the top of the goal post and goal keeper Roberto Bonano easily saving David Snell’s penalty. However, with the Barca fans behind them the Barca team struck some great penalties and bough the score back to 3-3, leaving Darrin Crawford to secure MU’s victory! Unfortunately for Barca and their fans the MU win was never in doubt as Darrin struck his penalty with total confidence bang into the bottom left hand corner of the goal as he had at Old Trafford securing a 4-3 victory for Manchester United at the Camp Nou!!

So there you have it a 4-3 victory for Manchester United over FC Barcelona! I wonder would Manchester United be victorious against FC Barcelona should fate draw them together in this year’s Champions League…?

By Georgina Taylor on January 28th, 2011

Tags: Betfair, Brand marketing, David Beckham, Event management service, Experiential marketing, Facebook, Football, Football Sponsorship, Manchester United, Sponsorship, Sponsorship consultancy, Sport, Synergy, UEFA Champions League

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The FA Cup: Making dreams come true

Flicking through the channels yesterday afternoon I landed on the live FA Cup third-round draw taking place at Wembley. Having been talking about FC United of Manchester only the day before, I thought I’d watch and see if they were going to get drawn against one of the big guns.

Then something else caught my eye. Was that Noel Gallagher pulling the teams out of the hat? So it was – conducting the draw alongside Serge Pizzorno of Kasabian. It was like watching Christmas come early for two excited children! Both enormous football fans, the two internationally-known artists were obviously having the time of their lives.

FA Cup 3rd Round Draw

A highlight was when just after Pizzorno had pulled his own team, Leicester City, out of the hat, Noel followed suit and set up a January tie against his beloved Manchester City. The fun didn’t stop there, and what had turned into highly-entertaining viewing continued when Noel, a life-long City fan, stepped forwards to draw a team to face Manchester United – and out came Liverpool to take on their bitterest rivals what is the only all Premier League tie in the third round.

They always say there is a certain magic around the FA Cup and there certainly seemed to be some flying around the studio yesterday, with the ‘you-couldn’t-have-scripted-it-any-better’ draws.  However, the other thing that really stood out for me is that via successfully engaging with people’s passion points, you really can create ‘money-can’t buy’ experiences, whoever the recipient may be.

Noel Gallagher is arguably one of the most successful singer-songwriters of all time, but he admitted he was more nervous doing the draw than when playing live with Oasis at Wembley, and will no doubt be telling the story of the draw for a long time to come.

Click here to view the draw.

By Sara Wilson on November 29th, 2010

Tags: Barclays Premier League, FA Cup, Football, Football Sponsorship, Manchester United

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Football – A game of two halves, only this time we are talking money

Football and money.  These days the two things go hand-in-hand, and more often than not we are talking about the upper end of the scale.

Football & money

Take the recent spectacle that was the re-negotiation of Wayne Rooney’s contract at Manchester United.  He’s leaving…Chelsea want him…he prefers Manchester City…the fans are outraged…he’s staying at United after all , but only after signing a deal worth a cool £250k a week – or to round it up, a pretty comfortable one million pounds a month.  And all this in the space of just a few crazy days.

However, scanning the news last week, two separate stories linking Football and Money caught my attention for being at the other end of the spectrum.

1)    The Football Association is offering resident’s of Brent, the home borough of Wembley, the chance to buy tickets for England’s forthcoming friendly with France for as little as £5.

There are many ways you can look at this. The sceptical viewpoint (but probably quite close to the truth) is that the FA is desperately trying to find ways to fill Wembley with only 44,000 seats sold so far.  The lack of sales could be down to a number of things – friendlies are always less popular, ticket prices are so expensive, or are people still struggling to overcome some of the horror stories that the sport has endured over the last twelve months, both on-and-off the field in the shape of World Cup disappointment and the torrid tales of several footballers personal behaviour?

Alternatively, is the FA genuinely looking to give something back to the local community by giving residents the opportunity to go to an international match at the home of Football for such a low price?  Whilst I’m leaning towards the former argument in terms of what is probably the real reason behind this bold move, I’m going to go with the latter and enjoy the feeling that youngsters are going to benefit by enjoying what could be a once-in-a-lifetime opportunity to watch their national team, something they will never forget.

2)    The second story is about another billionaire from the US pouring money into an English football club.

Only this time we aren’t talking Liverpool, or Chelsea, or even Accrington Stanley. Robert Rich, the world’s 488th wealthiest man is investing in Bedlington Terriers – whose average attendance is under 100, and whose website address is www.btfc.ninjapowered.co.uk. The reason why Rich has chosen to invest – because he discovered he had ancestral rights in the area.

This story struck a chord with me because for once money is being put into the sport where your average Joe will reap the benefits.

By Sara Wilson on November 12th, 2010

Tags: Finance, Football, grass roots sport, Manchester United, Sport, World Cup

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Manchester United players enjoy a little Ryder Cup fever

Torrential rain all week in Manchester, followed by one glorious sunny Thursday, meant only one thing…’The Betfair Player Challenges’ were in town and heading to Carrington.

At 7.00am a combined team of Betfair and Synergy boarded the train at London Euston and headed to Carrington, Manchester United’s training ground. With the sun shining it was the perfect day to see six Manchester United players take to the field for some slightly unusual ‘training’.

With the Ryder Cup fast approaching it seemed only fitting to have the Manchester United players take on a golfing challenge. So it was decided that their first contest would be the Betfair Ryder Cup Challenge. This saw the players divided into two teams, Team Europe versus Team Americas (sound familiar?!).

Europe’s team comprised of Wes Brown, Darren Fletcher and John O’Shea, and representing the Americas we had the Da Silva twins, Rafael and Fabio, along with Anderson.  The teams were taken back to the basics of golf with the ‘simple’ task of chipping a ball into a bucket.

It soon became apparent that the ‘simple’ Ryder Cup challenge was right up Team Europe’s street and perhaps a challenge that Team Americas would rather forget.

With neither of the two Da Silva twins having ever held a golf club before, it was up to John O’Shea to share his pedigree with the opposition, attempting to add a little competition to procedings. But unfortunately O’Shea’s advice fell on deaf ears as both Da Silvas and Anderson failed to make it anywhere near the bucket. Proving Europe’s strength, both Brown and Fletcher chipped close but it was John O’Shea who was victorious chipping in.

With over 200,000 views on You Tube in just five days and millions tuning in to see Graeme McDowell reflecting John O’Shea’s victory by winning the final point to bring the Ryder Cup home for Europe yesterday, it seems it’s not just the Manchester United players who have got Ryder Cup fever!

By Georgina Taylor on October 5th, 2010

Tags: Betfair, Football, Football Sponsorship, Golf, Manchester United, Ryder Cup, Sponsorship, Sport, Synergy, Television audiences, YouTube

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Debt in Football – Is It All Bad?

There is a saying: “If you’re £1m in debt, you’re in trouble.  If you’re £100m in debt, your bank is in trouble.”  In which case, both Arsenal and their Bond Holders, to whom Arsenal owe a total of £266m*, are in double trouble.

But can debt in a football club ever be a good thing?  What about all these high profile fan revolts, Premier League clubs going into administration and UEFA deeming it necessary to introduce Financial Fair Play regulations to safeguard the future of the game?

Well, in Arsenal’s case, the answer is “Yes”. Of course, having ‘good debt’ hasn’t brought them a trophy in the last five years – and it didn’t help in the game at home to West Brom, but it is worth contrasting Arsenal’s situation with the other high-profile debt stories in football.

Firstly, debt is not a bad thing, per se.  In fact, it is a very good thing.  How many people could own a house if they had to pay for it all in cash?  Similarly, very few businesses have the cash they need to build a new factory, buy equipment, finance international expansion or conduct vital R&D.  They rely on debt to finance these activities – debt is the engine of growth. In Arsenal’s case, they needed the debt to finance the new stadium.  No debt, no new stadium.

Of course, there are two very important conditions that need to be met.  Firstly, the debt must be used to finance an activity which generates returns over and above the total cost of that debt.  Secondly, the cash flow from the new activity needs to be secure, predictable and able to service the interest payments.

Arsenal. In Arsenal’s case both conditions are met.  They have used the debt to build a new stadium which has significantly increased their revenues and profits.  To put it into context, the 9,000 premium seats at the Emirates generate more revenue per match than all 38,000 seats at Highbury did.  The remaining 51,000 seats at the Emirates are all upside.

Matchday revenue (the gate receipts taken by the stadium) was £93m and the operating costs of the stadium were £55m – meaning that the stadium generated a profit of £38m.  Total interest payments were £20.2m, providing interest coverage of nearly two times.

These ‘Stadium Profits’ are secure and predictable.  As long as Arsenal play roughly the same number of games per year and have roughly the same attendance, then there will never be a problem paying the interest.  The Stadium pays for itself and doesn’t rely on subsidies from broadcast revenue, commercial revenue or player trading surpluses.  It is the very definition of a good investment.

Good debt: Arsenal borrowed money to build a stadium which has increased the clubs value. The increased cash flow generated by the asset can comfortably finance the debt

Manchester United. The debt was not taken out in order to finance an activity that would increase the club’s value – it was taken out to buy the club itself.  So there is no reason to think that United’s financial performance is any better as a result of taking out the debt (in other words, the debt and the interest payments are pointless).  Secondly, the level of their debt (over £700m) is such that it cannot be financed by matchday profits alone – they have to tap into broadcast revenues, commercial income and player trading surpluses.  Last year, without the profits from the sale of Cristiano Ronaldo for £80m, they would have made a loss.  And that is a problem.

Pointless Debt: Debt was not used to build or acquire an asset that increases Manchester United’s value. Debt re-payments cannot be met by a sustainable and predictable source of cash flow

Liverpool: This is a very similar situation to Manchester United.  Again, the £350m of debt wasn’t used to finance growth but simply to buy the club (another case of pointless debt and interest payments).  Last year they didn’t generate enough profit from all their activities to cover their interest payments and recorded losses of £55m.  Big problem.

Leeds United and Portsmouth: Both of these clubs used debt to finance the purchase of players in the form of transfer fees and wages.  It is pretty easy to see why this was a disastrous policy.  Players don’t directly generate increased cash flow and their value is unpredictable and variable.  If the new players had caused a significant improvement in the team’s performance which had led to increased revenue and the value of the players themselves had increased, then the gamble might have paid off.  But it took very little for the house of cards to come tumbling down.

Chelsea and Manchester City: These two clubs also borrowed money to finance the purchase of players.  Of course, this money was borrowed from a Sugar Daddy rather than a bank and it is unlikely that any interest will be paid, let alone the principal.  Who knows what the long term consequences of this ‘Financial Doping’ model will be, but it is far from certain that it will end well.

In summary, Arsenal’s finances since they moved to the Emirates aren’t the problem.  The problem is that they haven’t added to their trophy cabinet.

* Arsenal also have £127.6m in cash, making their Net Debt the widely reported £138.4m.  Incidentally, a further benefit of debt is that interest payments are tax deductible – so 28% (the corporation tax rate) of any interest payment is re-captured in the form of tax savings.  This is one of the reasons why Arsenal are in no hurry to use their surplus cash to pay down their debt.

By Carsten Thode on September 28th, 2010

Tags: Barclays Premier League, Default, Football, Football Sponsorship, Manchester United, Naming Rights

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When Tony Blair asked Sir Alex Ferguson if he should sack Gordon Brown

Just occasionally I write about politics and football, and so it is that today I bring you a fascinating section in Tony Blair’s new memoir where he discusses agonising over whether or not to sack Gordon Brown and he recounts a conversation – actually, the implication is repeated conversations – with Sir Alex Ferguson:

…there is a crucial difference between political management and running, say, a company or a football team. A conversation I used to have with Alex Ferguson pinpointed this. ‘What would you do if you had a really difficult but brilliant player causing you problems?’ I would ask. ‘Get rid of them’ he would reply. ‘And supposing after you got rid of them they were still in the dressing room, and in the squad?’ I would say. ‘That would be a different matter’ he would reply, laughing.

Now I know some of you may already be reaching for a large pinch of salt given the former PM’s previous unhappy brush with footballing (not to say other) recollections. It’s passed into urban mythology, of course, that Blair lied about having watched Jackie Milburn at St James’ Park, but let’s put the salt back (on this one at least) because he was subsequently proved to have been misquoted.

Blair’s conclusion, of course, was that football and politics are different, and that it was better to keep Brown in the team rather than sacking him. And we all know what happened next: resignations, and relegation.

I can’t help but wonder what Sir Alex would have done if he’d been in Blair’s position.

I’m betting he’d have sacked Brown, let him stew in the reserves (ie back benches) and arranged for a transfer to the SNP.

Ask David Beckham, Jaap Stam, Ruud Van Nistelrooy, Andrei Kanchelskis, Paul Ince, Gordon Strachan and Mark Hughes – to name a few.

Tony Blair’s memoir, ‘A Journey’, is published by Hutchinson.

By Tim Crow on September 2nd, 2010

Tags: David Beckham, Football, Manchester United, Politics

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Seven football sponsorship trends to watch this season

A new football season has kicked off and, for a moment at least, optimism is all around as every club and every fan starts the new campaign with dreams of glory. At the same time, a host of sponsors – some familiar, but many of them new to football this season – begin their journeys too. So, in the time-honoured manner of early season previews, let’s take a look at some of the sponsorships, sponsors and trends to look out for.

England – this space for sale.

The England team has of course started the season without a team sponsor, the FA having so far failed to find a replacement for Nationwide in the wake of England’s disastrous World Cup. It will be interesting to see how long it takes the FA to fill the gap and which company comes on board to partner a team, manager and organisation with, for the time being at least, a lot of on- and off- field baggage.

England 2018?

Everybody remembers where they were when London won the IOC vote to stage the 2012 Olympic and Paralympic Games. Will we all look back on 2 December 2010 in the same way? That is of course the day when we’ll find out whether the dream scenario of a 2018 World Cup in England will follow London 2012 and RWC 2015. Whichever way the FIFA vote goes, it will have a defining effect on the zeitgeist of this season – and many seasons to come if it goes the right way. Let’s hope it does.

Rise of the New Red Corporates

Manchester United and Liverpool start this season with new shirt sponsors, Aon and Standard Chartered respectively. Both are primarily corporate sponsorships focused on driving awareness, in particular among the clubs’ Far East fan bases. But both will need to do more than use the sponsorships as ‘walking billboards’ (as the CEO of one was quoted the other day) to drive credibility and relevance in the UK, particularly – being financial brands – against the background of the two clubs’ debt issues. To compare in parallel how Aon and Standard Chartered approach the challenge, particularly in the first, critical year, will be well worth watching.

Energy Wars

Another one to watch is the energy category. One year ago e.on announced that it was not renewing its FA Cup sponsorship. Then npower took over the Football League title sponsorship as well as signing up as a partner of England’s 2018 Bid. Following which, in an unusual and surprising move, e.on did an about-turn and announced a 1-year extension to the FA Cup deal. And so, for one more year at least, battle is re-joined in football between the two brands, npower having previously used its Wembley partnership to regularly ambush e.on, particularly around the FA Cup Final.

Will Barclays find a football point of view?

This season will be Barclays’ seventh as Premiership title sponsors, and I’ll be interested to see how their positioning evolves. Against the background of the banking category’s image problems and the less desirable financial elements of the Premiership – debt and runaway wages – this is a tough job. But to me Barclays’ ‘bringing fans closer to football’ positioning looks increasingly generic and much in need of a more differentiating and resonant point of view.

Spurs – one becomes two

Spurs’ new strategy of having two shirt sponsors – one for Premiership matches, and one for Cup games – has been the big early season sponsorship story, with many observers hailing it as a positive move. I’m not so sure. Whilst there’s no doubt it’s worked for Spurs’ balance sheet – getting them to the financial number they needed, but couldn’t find, from one sponsor – for sponsors and sponsorship I believe it’s a backward step, because it takes sponsorship back to being all about media-led visibility rather than experience-led engagement. And the jury is still very much out as to how Spurs fans will react to another shirt with another sponsor. Watch this space.

Social Football

The 2009/10 domestic football season was the first in which social media really started to make an impact on the football brand landscape, and this trend continued around the World Cup, with even FIFA President Sepp Blatter getting into the act in person on Twitter. Although, sadly, I doubt that we’ll see other top figures from English football officialdom following suit anytime soon, the continuing and inexorable rise of social media to the top table of football marketing strategy is the trend to watch this season, and if you’re a brand in football without a social media strategy and presence, you need one – fast.

This article was first published in the July/August 2010 edition of Platform

By Tim Crow on August 31st, 2010

Tags: Barclays Premier League, FA Cup, Football, Football Sponsorship, Manchester United, Social Media, Sponsorship

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Closest Premier League Football Season Ever?

With the Premier League season just a matter of days away, fans such as myself start to feel excited towards football again (no burn out here Galer!) After being let down as an England fan (again) this summer in South Africa, until Monday the thought of a good season for my club (Aston Villa) was an exciting prospect.

Last season I thoroughly enjoyed seeing Spurs pip Man City to fourth spot and it was hugely satisfying, as a Villa fan, to see Gareth Barry miss out on Champions League football. The 2010/2011 campaign should be another fantastic Premier League season as a host of clubs continue to close the gap on the so called “big four”, in fact I’d say with the depth of Man City’s pockets we really should be referring to it as a “big five” and, in fact, the odds at Betfair agree. For the first time in Premier League history five teams (Chelsea, Man Utd, Man City, Arsenal and Liverpool) are all 15/1 or shorter to win the Premier League title, suggesting that the title is most definitely a five horse race.

This Premier League first led to a fantastic Betfair event at Kempton Park on Thursday 5th August 2010 when five legends from the aforementioned clubs took part in the Betfair Five Horse Race. Yes, five ex-footballers agreed to jump on horses and race each other over one furlong and what a race it was! The ex-players vying to be first past the post were Ray Parlour, a Premier League and FA Cup winner with Arsenal, Chelsea’s second all-time leading goalscorer Kerry Dixon, ex-Liverpool hard-man Neil ‘Razor’ Ruddock, Steve Lomas, the combative midfielder formerly of Manchester City, and David May, a Champions League winner with Manchester United.

Prior to the event Neil Ruddock weighed in at a worrying weight and Ray Parlour was introduced to his horse, cheekily named after the current Gunners boss, Arsene Wenger. The Synergy and Betfair teams were met at Kempton Racecourse by glorious sunshine after a morning of training for the legends that saw David May flung to the floor and Steve Lomas emerge as the early favourite. Kitted out in club colours and full riding clobber the former stars took to riding like ducks to water and the race was eventually won by… well you can watch below.

By George Woffenden on August 11th, 2010

Tags: Barclays Premier League, Betfair, Football, Football Sponsorship, Manchester United, Viral Marketing

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