The Henley Royal Regatta 2017 has officially kicked off, and for the last two months the site has been transformed into what must be the most beautiful international sporting arena in the world.

Blue and white, candy-striped boat tents are visibly clear, with whitewashed pavilions for officials and VIPs. It’s hard to imagine that Henley’s has always looked like this since it was first held in 1839. This is certainly its charm, and the main reason that you won’t get anywhere near the Stewards Enclosure unless you meet the strictest of dress codes. So basically, the HRR makes Ascot look like Glastonbury.

However, there’s a change this year according to its sponsors. Local boys Bremont, Hackett, and Aston Martin have all been chosen undoubtedly for their English identity.

Simon Sproule, VP and CMO at Aston Martin has said, “The initial contact came through mutual acquaintances who were scoping out interest for a few select partners for HRR,”

“It was the first time Henley had look at partners and so it was immediately an interesting idea for us to pursue.

“The first contact was made around the time of last year’s regatta so I had the chance to visit and meet Sir Steve Redgrave and the team. They also took the time to come to Gaydon to get to know us. I liked that they were very careful and cautious about who they wanted to work with, not always the case with partnerships between the corporate sector and sports.”

Aston Martin will reportedly provide the transport for officials. The car has been specially commissioned to celebrate the event and the manufacturers partnership. This also ties in with another event that’s taken place this weekend. The Goodwood Festival of Speed is a more obvious place to find Aston Martin, so perhaps the partnership with the HRR is strategic?

Aston Martin is actively looking for new prospects and customers due to and operating long-term profit and sustainable plan for growth going ahead.

Sproule also said: “In the last couple of years we’ve been starting to raise the Aston Martin profile through sports. The start of that was with Red Bull F1 and our innovation partnership born from the Valkyrie hypercar project. More recently, we’ve been working with Serena Williams and Tom Brady, respectively the most successful in their sports. And connected with our new plant in St Athan in Wales, we are supporting Glamorgan County Cricket Club and youth cricket in Wales. Our global growth strategy is driving the most aggressive product launch plan in the company’s history which in turn calls for to us to reach more new customers across the world. Sport is a very effective way to reach prospective customers and so was a natural area for us to invest.”

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