Savvy marketing and global events are boosting polo's appeal with the masses. (Photo: Fabiano Goldoni)

It may be winter here in Argentina, but the world’s polo elite continue the 2010 tour on the Northern Hemisphere fields of the U.S. and England. And if there’s a common theme we’re seeing on this year’s circuit, it’s the continued marketing maturation and well-coordinated attempts to broaden the game’s appeal to a much wider audience. First it was the Polo World Cup on South Beach, then Nacho Figueras joined forces with Moet Hennessey for New York’s Veuve Clicquot Polo Classic, and finally tens of thousands turned out for London’s second annual Polo in the Park in June. The Financial Times says these events clearly demonstrate polo’s marketing evolution from game for the elite to sport for the masses. “Initiatives are under way to make polo more accessible and to create a more compelling business proposition, but at the same time,” FT adds, “there are signs that the game is healthier than ever at the grassroots.” David Woodd, the CEO of the Hurlingham Polo Association says shaking up polo’s traditional patron-based funding system could open the door to expanded global TV coverage and greater fan loyalty. The creation of a true Polo World Cup would also be a dream event for fans and marketers alike, says Woodd, even though the outcome may be somewhat predetermined. “We need a World Cup for polo,” Mr Woodd says, “and to just accept that Argentina would win it.” (Full Article)

Stick & Bell: Argentina polo legend Nacho Figueras and Duke ring the closing bell at the NYSE.

“It’s not everyday you see a horse on the floor of the New York Stock Exchange.” With that opening line, CNBC anchors welcomed Argentina polo legend and Ralph Lauren ambassador Nacho Figueras to the NYSE to promote the Veuve Clicquot Polo Classic (VCPC) on Governor’s Island in New York. When asked to explain the equine intrusion, Moet Hennessy’s Mark Cornell quickly shifted the blame, “Very simple, the horse belongs to Nacho.” He described his collaborative efforts with Figueras as their way to “democratize polo.” Events like the VCPC, London’s Polo in the Park and South Beach’s World Cup are introducing the sport to thousands of new fans and simultaneously raising money for worthy causes. While the CNBC talking heads posed puerile questions about modeling fees and Vanity Fair articles, the always refined Figueras emphasized the charitable aspect of the event and the pride he felt in being with Duke on the floor of the Exchange, a New York first. While strictly business at the NYSE, Nacho opened up in an interview with Canada’s National Post. He credits Ralph Lauren with being a great mentor, but says his parents played an equally important role. “I think I was always interested in style growing up. My parents taught me to always be elegant.”

The Sport of Kings is gaining mass appeal thanks to events like the Polo World Cup on South Beach.

Polo continues to gain mass appeal thanks to high profile events like London’s Polo in the Park or last month’s Polo World Cup on South Beach. The annual events, which both feature teams and sponsors from Argentina, is a prime example of how the Sport of Kings can be a key driver of tourism across classes, cultures and nationalities. The heightened interest in polo is also leading many one-time spectators to pursue a more participatory role in the sport, and travel operators are taking note. London’s TTG says “Polo is no longer the reserve of the rich, as it grows as a spectator sport and for novices wanting to have a go themselves.” TTG lists five countries that are cashing in on polo tourism and #1 on the list is Argentina. The Polo Championship in November kicks off a five-month window when polo reigns, and Argentine estancias like El Colibri and Los Potreros offer both clinics and private lessons for aspiring Cambiassos. “The UK is a key market for polo tourism, and one of the fastest growing niches in Argentina,” writes TTG adding, “Clients need not venture into the sticks, with ranches such as Villa Maria just outside the capital, and the Jumeirah Culu Culu resort opening this September.” So if you’re ready to move beyond the Land Rover tailgate and become the next Nacho Figueras, Argentina is waiting for you. But in the interest of full disclosure, the Los Potreros website offers fair warning: “This could be the start of an extremely expensive habit!”

Cambiasso (right) leading his side to victory in last month's Polo Championship in BA

Jordan. Brady. Tiger. It’s a short list of professional athletes who reach the pinnacle of their respective sports and become so famous (or infamous depending on your personal loyalty), fans simply refer to them by one name. If polo has a seat at that table of sporting legends, Cambiasso would be another name to add to the list. La Nación sits down for a candid interview with the world’s greatest polo player who just led his side to victory in the Argentina Polo Open Championship. Cambiasso travels like a rock star: four months in Argentina, four months in the U.S. and four months in Great Britain with stables of 20 horses in each destination. Having come from modest means, he bristles at the notion that polo is only for the wealthy. “In the interior of the country, the people that play polo don’t have money. In the interior, if you go to Cordoba, Salta, Mendoza, you will find there are many places where people play ‘country polo.’ They have their horses and nothing else. Now they’re not polo horses, but they play anyway.” And while Nacho Figueras comes across as an outgoing ambassador of polo, this interview shows Cambiasso to be a very private individual who loathes travel and public interaction. He prefers to be in Buenos Aires or up in Cordoba raising his horses, although he says that has its challenges too: “People think you make a lot of money selling horses, but I haven’t made that much. If I raise a good horse, I want to keep it.” (Full interview)

Members of the La Aguada Polo Team relax at their training facility in Buenos Aires province.

In yesterday’s post, we learned why one global investor believes Argentina offers some of the best real estate values in South America. Today, the Financial Times’ Oliver Balch explains why the mega-rich—especially those with a passion for polo—are riding out the recession in Argentina. (Full article) InvestBA readers know October to December is polo prime time in Argentina, but Balch explains that interest remains strong year-round given Argentina’s plentiful and inexpensive prairies…the world-class quality of its bloodlines…(and) its crop of exceptional players (Of the 12 best-ranked players in the world, 11 are Argentine). Cutting-edge breeding and affordable embryonic transfer facilities are also cited as competitive advantages for Argentina’s polo industry.  “Death and bankruptcy are the only reasons to quit polo,” says Balch, “As long as the country’s mega-rich patrons remain healthy and wealthy, its polo industry should as well.” And thanks to Argentina’s relative affordability, it’s not just the mega-rich who can enjoy the polo lifestyle. Polo tourism has grown exponentially in Buenos Aires province thanks to the number of estancias offering polo clinics like La Aguada, El Venado and La Araucaria. So, as long as you’re going to ride out the recession, why not create your own polo uniform and ride it out in style?