DFS to take a punt on the St Leger following sponsorship deal

3rd March | marketing | Upholstery chain DFS is to sponsor September’s St Leger Festival – one of horse racing's most prestigious events. The furniture chain, which spends more on marketing than any other UK furniture retailer, will pay £100,000 for the sponsorship package, which includes naming rights to some of the races at the event.

Sponsorship has become an increasingly important weapon in the furniture industry’s armoury in recent years. A number of companies, including Bensons for Beds, Dreams and Harveys, have all secured high profile television sponsorship recently.

The St Leger Festival takes place in Doncaster – the town where Lord Kirkham founded DFS 40 years ago.

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