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)