Driving Broadcast ROI: A Case Study in Bespoke Equestrian Branding for EJ Wicks

In the world of elite horse racing, visibility is the primary currency of sponsorship. For EJ Wicks, a brand synonymous with heritage saddlery and equestrian excellence, the challenge was to create a functional tool that doubled as a high-impact marketing asset. This case study details how The Umbrella Workshop engineered a bespoke, large golf umbrella designed specifically for the lens.

By integrating TV-optimised branding, storm-proof fibreglass frames, and a unique digital print, we transformed a utility item into a statement accessory. The result was a product that secured hero shot placement in the Winner’s Enclosure and provided EJ Wicks with a consistent, professional stable identity visible to millions of viewers worldwide.

Client Background: The Heritage of EJ Wicks

EJ Wicks is a pillar of the British equestrian community, renowned for traditional craftsmanship and premium saddlery. Operating in an industry where the look is as important as the performance, the brand needed a way to maintain its prestigious image during race meets, regardless of the unpredictable British weather.

In horse racing, the Parade Ring and the Winner’s Enclosure are the two most valuable square-footages for a brand. However, standard promotional umbrellas often fail in these environments—either breaking in the wind or appearing washed out under professional broadcast lighting. EJ Wicks required a solution that felt as bespoke as their saddles.

The Challenge: Winning the Hero Shot

The brief was clear: create a large golf umbrella that could withstand the exposed, gale-force winds of a racecourse while ensuring the EJ Wicks logo remained perfectly legible on a 4K television broadcast.

The technical hurdles included:

Glare and Colour Washout: Ensuring the brand colours remained vibrant under grey skies and bright floodlights.
Wind Resistance: Preventing the embarrassing umbrella flip during live TV interviews or while leading a high-value thoroughbred. Only the strongest of gusts of gale force wind could turn this umbrella inside out and it could be popped back into it’s original shape very well if required.
Creative Distinction: Moving beyond a simple logo-on-panel design to create a unique digital print that told the brand’s story.

Approach & Solution: Engineered for the Camera

The Umbrella Workshop approached this project through the lens of Broadcast & Visibility. We didn’t just design an umbrella; we designed a broadcast prop.

1. TV-Optimised Branding & Bright Printed Graphics On The Umbrella

We perfectly replicated our client’s artwork, based on the EJ Wicks traditional palette. By using TV-Optimised Branding, we positioned logos on the bottom of the canopy panels. This ensures that when a trainer or jockey is being interviewed, the brand is perfectly framed in the medium close-up shot.

2. Product Design & Equestrian Aesthetics

The aesthetic had to bridge the gap between rural heritage and modern sport.

Over-Sized Canopy (Golf Spec): We opted for a longer rib length to ensure maximum surface area. This provides ample cover for both the jockey in silks and the trainer, creating a unified frame for photographers.
Fibreglass ribs Construction: Unlike flatter umbrellas that catch the wind like a sail, our strong umbrella ribs creates a deeper dome. This provides a studio feel, better framing the subject during Winner’s Enclosure Placement.
The Unique Digital Print: The canopy featured a stunning, continuous digital print of a skyline silhouette with a jockey on a horse. This wasn’t just a logo; it was a piece of art that encouraged heritage storytelling.

3. Technical & Environmental Performance

A racecourse is a punishing environment. To ensure the umbrella remained pristine, we implemented:

Storm-Proof Fibreglass Frame: Providing the flexibility to bend with the wind without snapping.
Dual-Layer Vented Tech: This allows wind to pass through the canopy. This is critical for stable identity; a stable hand cannot afford to be pulled off balance by a catching umbrella while leading a horse.
Superb Water-Repellency: We use high-grade pongee fabric so that rain beads off instantly. This ensures the umbrella doesn’t look sodden or heavy on camera, maintaining a crisp, professional look.

Strategic Use Cases: More Than Rain Cover

The EJ Wicks umbrella was designed with specific strategic use cases in mind:

Sponsorship Activation: EJ Wicks can use these umbrellas as high-value assets during sponsored races, ensuring their brand is the most visible in the paddock.
Premium Hospitality Gifting: A limited run featured a bespoke interior print, making them a coveted item for high-net-worth owners.
Winner’s Enclosure Placement: By providing these umbrellas to winning trainers, EJ Wicks secures free airtime during the most-watched moments of the race day.

Partnering with The Umbrella Workshop – part of the Wurlin Group.

For EJ Wicks, the umbrella became an essential part of their race-day toolkit. It proved that when you combine equestrian aesthetics with technical performance, you create a product that people are proud to carry.

What can we do for you? We go beyond tailor-made luxury branded merchandise. We are The Wurlin Group. Specialists in bespoke umbrellas, packaging, and customised merchandise. Progressive and flexible, we work with creative agencies and brand owners to diligently explore concepts and develop custom branded solutions.

Contact us at info@umbrellaworkshop.com to start your broadcast-ready project.

Deep-dive into brands looking to replicate the success of EJ Wicks umbrella project.

Why is TV-Optimised Branding different from standard logo placement?

When a brand is on a racecourse or at a televised event, the camera is rarely at eye level. TV-Optimised Branding considers the safe zones of a broadcast frame. Standard placement puts logos in the middle of a panel, which often gets cut off or obscured by the person holding the umbrella. By calculating the hero shot zone—usually the lower edge or specific alternating panels—we ensure the logo is visible in both wide shots and tight interview crops.

What are the benefits of a large golf umbrella for photography?

Flatter umbrellas create harsh shadows and often look cheap on camera. A deeper construction curves the fabric further down around the user. This acts like a portable photography studio, softening the light hitting the face and providing a consistent backdrop (the interior of the umbrella) that prevents the background from being too distracting during a 1-on-1 interview.

EJ Wicks umbrella used a Unique Digital Print. Is this more expensive than screen printing?

Digital printing allows for unlimited colours, gradients, and edge-to-edge designs (like the jockey silhouette skyline). While the initial setup can be higher than a simple 1-colour screen print, for B2B buyers, the value-per-impression is significantly higher. A unique, artistic print increases the longevity of the product. People don’t throw away beautiful umbrellas; they become long-term walking billboards.

We are a school; how does “Stable Identity” translate to our environment?

In a school setting, this becomes “Campus Identity.” Whether it’s the first team rugby coach on a rainy Saturday or the headteacher greeting parents, having a unified, high-quality umbrella creates a sense of order and prestige. It signals that the institution cares about the details.

Can The Umbrella Workshop handle global shipping for international school networks or global racing teams?

Yes. We specialise in structured project coordination. This means we handle the manufacturing in our SEDEX audited facilities and coordinate the logistics to ensure your merchandise arrives at multiple global locations, handling customs and duties so your team doesn’t have to.

What other merchandise can we brand to match this “Premium Craftsmanship”?

Bespoke branding should be a cohesive ecosystem.

Drinkware: We offer Pantone-matched, vacuum-insulated bottles that mirror the High-Contrast Graphics of your umbrellas.
Stationery: Custom notebooks with “Heritage Storytelling” on the inside covers.
Bags: Technical backpacks or boot bags for equestrian or sports use, designed for the same storm-proof durability.

What is the significance of a SEDEX Audited supply chain?

For business owners and brand managers, reputation is everything. A SEDEX audit ensures that the people making your umbrellas are treated fairly, work in safe conditions, and are paid a living wage. In an era of conscious consumption, being able to tell your stakeholders that your merchandise is ethically sourced is a massive brand asset.

Can we have a Bespoke Interior Print and a different exterior?

Yes. This is often called a Double Canopy Umbrella. The exterior remains professional and understated (perhaps just a small EJ Wicks logo), while the interior is a riot of colour—a map, a historical pattern, or a vibrant brand message. This is perfect for Heritage Storytelling, as it provides a surprise and delight moment for the user.

How do you prevent umbrellas from flipping in a racecourse gale?

We use a combination of storm-proof fibreglass frames and super high-grade pongee fabric. Fibreglass has a memory and will return to its shape. When a gust hits, the air hits the umbrella and it can maintain its shape. If in the unusual flip out happens with a golf umbrella, the wind will be gale force and extremely strong. The umbrella will pop back into shape. This is why we are trusted partners for brands operating in the UK’s most exposed locations.

What is the lead time for a project of this scale?

Bespoke manufacturing, especially with digital printing and custom handles, typically takes 6-12 weeks. This allows for sample approval, precision manufacturing, and international distribution. We recommend brands plan their sponsorship activation merchandise at least one full season in advance.