Under starter’s orders: Porsche and Ascot announce new relationship
As the most successful marque in the Le Mans 24 Hours with 18 outright wins, the race circuit is familiar territory for Porsche. Now, the paddock and winners’ enclosure at Ascot will echo to a different kind of horsepower with the announcement that the Porsche Cayenne will be the Official Car at the renowned racing venue in an arrangement set to run initially for three years.
As a spectacle of world-class racing, pageantry and high fashion, Royal Ascot (20 – 24 June) is one of the greatest sporting and social events in the world. Later in the summer, King George VI Weekend (28 – 29 July) combines world-class Flat racing with style and modern fashions in a quintessential English garden party atmosphere.
The headquarters of Porsche Cars GB is located in Reading, Berkshire, just 30 minutes from the racecourse.
Porsche will be bringing further dynamic flair and excitement to the world-famous Ascot schedule with an exciting agreement that sees the Stuttgart based sports car manufacturer present for all Ascot racedays through the year.
A highlight of the relationship will see the Porsche Cayenne on stand-by in support of the raceday medical and veterinary teams, providing a business shuttle service for the VIP audience arriving in some 1,000 helicopters during Royal Ascot week and collecting guests such as trophy presenters from their London hotels.
The performance, dynamism and versatility of the four-wheel drive, four door Porsche in any situation make it a particularly appropriate choice for the raceday safety vehicles.
On Saturday 29 July, alongside the prestigious King George VI and Queen Elizabeth Stakes (Sponsored by QIPCO), Porsche will sponsor The Porsche Handicap Stakes, live on ITV1.
The companies will also work together closely on a number of special initiatives, including cross-promotions at the Porsche Experience Centre at Silverstone, the purpose-built driving facility featuring dedicated Porsche tracks.
In a unique twist to celebrate the relationship, Porsche and Ascot have commissioned a sculpture to be placed close to the Parade Ring. The design showcases ‘Fascination Sports Cars’ and resembles the Porsche signature sculpture in front of the Porsche Museum in Stuttgart-Zuffenhausen. It is five metres tall and features the icon 911 Carrera, together with the 718 Cayman and the 918 Spyder hybrid super sports car. It is expected to become an Ascot landmark over the coming years.
And in a further nod to the Porsche tradition, the sculpture is designed by Gerry Judah, the celebrated British artist responsible for the dramatic, soaring display that commemorated the 50th anniversary of the Porsche 911 at the 2013 Goodwood Festival of Speed, and also that which welcomes visitors to the Porsche Museum in Germany.
Ragnar Schulte, General Manager, Marketing, Porsche Cars GB, commented; “From the beginning of our discussions, we have felt that Porsche and Ascot have much in common. Both are iconic, luxury brands but at the same time very accessible in their wide ranging appeal. It will be a pleasure to share the Porsche experience on site with the Cayenne and we hope the fascinating sculpture will bring as much pleasure to racegoers as it does to us.”
Juliet Slot, Commercial Director at Ascot Racecourse, added; “To link with such a prestigious, globally renowned car brand is very exciting for us. Our VIP guests will want for nothing with our new concierge service and we are thrilled to be working with Porsche on a range of initiatives to cross-promote our businesses in the future."