New BHB appointment.
TERESA CASH, the consultant who has played an indirect role in racing's campaign for a substantial levy increase, is to join the BHB to develop its marketing strategy.Cash will begin a six-month consultancy on November 1, taking the reins of the BHB's marketing department pending a decision on a long-term restructuring of the department.
As a director of Michael Humphrey & Partners, a sports marketing consultancy, Cash drafted a report to recommend a marketing strategy which would support the BHB's campaign for a significant increase in the levy.
The report was submitted last week to Rob Hughes, chairman of the Levy Board.
Cash said: "There is clearly enormous potential for racing to attract new customers through increased investment in marketing, which is vital if the sport is to enhance its position in the leisure market.
"I'm extremely pleased that I shall now be able to work on the next phase of this project, and am very much looking forward to working with the BHB's committed and highly professional marketing team."
Tristram Ricketts, the BHB's chief executive, said: "Teresa is an experienced media and marketing professional whose work on the MH&P report was first class."
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| Title Annotation: | Sports |
|---|---|
| Publication: | The Racing Post (London, England) |
| Date: | Oct 15, 1999 |
| Words: | 195 |
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