Horse sense

You walk straight past a few Private' notices, then along the colonnade next to the Great Court, in order to find them - in the old palace laundry, now decked out with a new carpet.

Little wonder, I thought, that the trials are now spoken about in the same breath as those longer-established, five-star classics at rival stately homes Badminton and Burghley.

Had I been a potential sponsor and, incidentally, The Oxford Times is one, I would have been half sold on the idea before even meeting Mandy Hervieu, who now has the job of making the event, which enjoys an annual turnover of £1m, better than ever.

She said: "The point about the Blenheim Horse Trials is that they are not elitist. You don't even need to know anything about horses to have a good day out here, in this park and with the palace as a backdrop. The rules of eventing are easy to understand and the UK is very good at this sport."

Apart from which, of course, there will be about 200 trade stalls at the event which will be held on September 11-14 this year. Taking a trade stand has certainly caught on among local, and indeed, not-so-local retailers.

Even sitting in Ms Hervieu's office on a cold clear January morning, eight months ahead of this year's event, the telephone was hot with enquiries from would-be pitch holders.

Ms Hervieu explained: "We have to pick and choose a little here - after all it wouldn't do to have 20 saddlers in a row."

The Blenheim Horse Trials, now in its 18th year, have been growing at about five per cent annually, though of course, the weather causes some alarming spikes and troughs in the growth charts.

Now Ms Hervieu is looking for sponsors of various shapes and sizes.

Biggest of all on the wanted list is a title sponsor, who would be expected to pay up about £150,000 to have their name added to the name of the event.

Ms Hervieu said: "Petplan took on the title sponsorship in 2000 for four years, then they extended it another two, and then another two. But now they have finally called it a day."

Other sponsorship packages for the event start from £2,000. Ms Hervieu said: "The trials offer a showcase for businesses to show off their wares to more than 50,000 visitors, many with high incomes.

"It's also a great way for companies to say thank you to staff and customers by giving them hospitality here.

"One way and another, the sport is becoming far more business orientated."

This business-like attitude is finding its way into all aspects of the event. Despite the lovely setting, Ms Hervieu is anxious that the show should not seem in any way exclusive, superior, or patronising to its customers.

She said: "A person on a horse can seem intimidating, simply because they are hoisted up there on a higher level. For that reason I always advise horsemen and women to get down and talk. The point is that anyone can enjoy the Trials, watching good looking boys and girls compete, all beautifully turned out."

Among companies that have been sponsors for several years are Oxford solicitors Darbys, and Bicester engineering firm EP Barrus.

EP Barrus spokesman Karen Williams said: "We like to support a local event on our doorstep, but apart from that, it is a good showcase. We exhibit lawn mowers and even sailing dinghies there because, believe it or not, many of the people there not only have land but need boats too!

"Then on the Saturday we also offer drinks in a hospitality tent. It's very worthwhile and good fun."

Hospitality options range from private ringside marquees or pavilions on the cross-country course next to a sponsored fence, to places in shared hospitality tents. The event's own caterers can produce food ranging from simple to elaborate.

Advertising opportunities are varied to say the least, and Ms Hervieu intends to exploit them fully. She is even thinking of selling the space on the back of the 200 ladies' loo doors!

Ms Hervieu, who lives at Blackthorne near Bicester, has long been involved with the business side of Blenheim International Horse Trials.

She worked as commercial manager at Petplan before joining the Blenheim team in 2005.

Joining her at Blenheim will be course designer Eric Winter, and course builder David Evans. She said: "Putting on a high-class event like Blenheim is all about teamwork, and I feel privileged to be involved with such a fantastic group of professionals and volunteers.

"Blenheim has enjoyed a great reputation since it began in 1990, and I look forward to building on that and developing it further."

n For more information or to book tickets, call 01993 813335, e-mail: info@blenheim-horse.co.uk or visit the website: www.blenheim-horse.co.uk