Bond initiative appeals to croquet's 'next-generation'

Following its sponsorship of last August's Cheltenham World Championships, Newmarket-based HPB (Holiday Property Bond) has demonstrated its continued commitment to the sport, with the refurbishment of the lawns and equipment at selected sites. In addition, an awareness-boosting initiative will see the CA (Croquet Association) promoted to 50,000 existing and potential Bondholders via HPB's quarterly magazine.

Architect of the initiative, Marketing Committee and Council member Brian Kitching explains. As an HPB Bondholder, and self-confessed croquet-obsessive, I have long acknowledged the synergies between our two organisations. Indeed, my own involvement with the sport coincided with my wife and I joining HPB, over ten years ago.

Founded in 1983, the Holiday Property Bond offers its investors an interest in and rent-free accommodation at a growing portfolio of UK and overseas properties. Many of its 'exclusive' sites which include a French chateau, country houses, and even a castle in Wales - have their own croquet lawns. Ranked among the UK's 33,000+ Bondholders are sportswoman-turned-broadcaster Sue Barker, and TV presenter Judith Chalmers.

Serious players
Brian says, whilst a number of our friends have visited South Africa - to play croquet in the winter - our first experience of an HPB site was La Gomera, a small island in the Canaries. It was great fun, and the weather was lovely. But it was frustrating, due to the limited facilities a situation the CA has now helped to rectify, by advising on new equipment to meet the needs of more serious players.

Brian continues, Bondholders share many characteristics with our own club members: for the most part, they are courteous, professional people. Some are retired. All are committed to optimising their leisure time. I became convinced that Bondholders would enjoy croquet. Brian's colleagues on the Association's Marketing Committee agreed, sharing his vision of a mutually rewarding relationship. And the promotional initiative was born.

Central funding
Marketing Committee Chairman, Jeff Dawson says, The HPB deal will help make our sport more accessible, opening the door to dilettante 'holiday-players' people like Brian who might go on to become more regular players, swelling the ranks of our clubs. HPB has agreed to insert our promotional material in all their croquet bags. They'll feature our activities in their magazine. And they'll distribute copies of the official rules, to ensure the game is played correctly.

In a further gesture of support for the sport, HPB have agreed to make a contribution to the Association for each new HPB investor who originates from our ranks. This cash boost will prove extremely useful. While players in, for instance, New Zealand and Australia receive central sports council funding, our financing comes only from local club subscriptions, tournament fees and sponsorship.

Proud tradition
A number of regional initiatives are also underway. For example, the lawn at Langton House (HPB's Isle of Purbeck home) has been made available to the local club - as a consequence encouraging considerable Bondholder interest. Site Manager Karen Travers says, "It's a super arrangement, and proving very popular. The club gets access to our lawn and facilities. And Bondholders of all ages get to see the game played properly".

We're now meeting second, and even third-, generation Bondholders, many of whom have inherited their Bond entitlements. So this initiative might encourage a whole new generation of players.

The option to pass a Bond onto family members was a key factor in Brian's decision to invest. He says: It's good to know that our children will continue to enjoy the benefits of Bond ownership.

And who knows: perhaps they'll continue Brian's proud croquet tradition too.