September 17, 2014
Veuve Clicquot Polo Classic
LVMH-owned Veuve Clicquot is hosting the Veuve Clicquot Polo Classic Oct. 11 in Los Angeles to continue the brand’s association with polo in the United States.
The Champagne brand will be the official sponsor of the event and will offer guests two ticketing options to enjoy the day. By aligning with a sport like polo, Veuve Clicquot is likely to create a memorable impression among affluent consumers.
Athletics and celebration are always related," said Chris Ramey, president of Affluent Insights, Miami, FL.
"Each sport has its own rules; it may be beer at NASCAR; but it’s Champagne at Polo," he said.
Mr. Ramey is not affiliated with Veuve Clicquot, but agreed to comment as an industry expert.
Veuve Clicquot was unable to respond by press deadline.
Horses and champagne
The brand has been associated with the sport in England with the Veuve Clicquot Gold Cup, but in 2008 it decided to bring a Veuve Clicquot event to the U.S. At first the Veuve Clicquot Polo Classic was in New York, but in 2010, the brand brought the event to Los Angeles in the Will Rogers State Historic Park.
Veuve Clicquot remains active in the polo season beyond the Los Angeles event by sponsoring matches and clubs in Connecticut, Florida and elsewhere in California.
Will Rogers State Historic Park was once a ranch that hosted Hollywood stars for polo matches. Now as a park, the land is the last remaining polo ground in the county. As a result of narrowing budgets, the park remains open through public and private partnerships. Veuve Clicquot's event will benefit the Will Rogers State Historic Park.
Veuve Clicquot at polo event
Ticketing options for Veuve Clicquot Polo Classic include a VIP Clicquot picnic or general access. The VIP ticket is a picnic party with reserved seating. The picnic baskets provided are created by chef Wolfgang Puck and are meant to pair with Veuve Clicquot’s Champagnes.
The general access ticket will allow fans to experience the top food trucks of Los Angeles and visit multiple Champagne bars on the grounds.
Polo Classic
Veuve Clicquot has teamed with driving service Uber for the event and will have designated Uber drop off and pick up locations. New users are eligible for a $30-off first ride coupon.
The brand is encouraging guests to dress in style with the branded hashtag #CliquotStyle. The event will be shared on the brand’s social media and guests are encouraged to connect with the brand by using the hashtag #VCPoloClassic.
The luxury sport
Luxury brands waited for the international polo season to hit full stride so they could court the affluent through sponsorships, special products and brand alignment.
High-end watchmakers, automakers, hospitality leaders, spirits brands and fashion labels have flocked to the world of polo to cosset the crowds and gain the elite cachet it imparts. While mainstream sports provided brands with lots of noise useful for spreading campaign awareness, sports with high barriers of entry generate loyalists (see story).
Along with Veuve Clicquot, several other brands have expressed interest in polo.
For instance, Richemont-owned Piaget looked to connect with affluent polo enthusiasts through visual and branded touchpoints at the third annual Piaget Hamptons Cup on August 10.
The jeweler extended its sponsorship role and charitable involvement during the event by incorporating its codes throughout the event beyond the typical scoreboard and banner. By working in its codes, such as the Yves Piaget Rose, attendees left the event with a lasting impression brought on by the atmosphere established by Piaget (see story).
Being in the polo scene is important for Veuve Clicquot to align itself with other luxury brands.
"It reiterates the good life and privilege of wealth," Mr. Ramey said.
"Location is always defining point," he said. "In this case, the venue has an authentic celebrity narrative."
Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York
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