J&B brand manager Roland Jonathan has led from the front by initiating a press breakfast on behalf of his brand at the MBR stables. The King of the Turf, Pocket Power, was paraded for the plus minus 50 paparazzi members after a glitzy breakfast in the courtyard was served.

There were no arrivals from the local racing press, besides racing journalist Michael Clower, so the speeches were laid out in laymen terms, which made for some interesting questions and discussions.

Mike Bass described in his opening address, what it takes to train a horse like Pocket Power, and what separates him from other thoroughbreds of the turf. Benard Fayd’Herbe then took the press through a detailed description of what it was like to ride the champ and explained his peculiar behavioural changes through the different stages on race day. Pocket’s Groom, Boy Boy, explained that his noble steed was fluent in Xhosa but that despite this he still very seldom listens to him. Boy Boy is also in charge of Fort Vogue, giving him two runners in the Met this year, which is an outstanding achievement and testament to his passion and strong work ethic.

For the first time, Pocket Power’s farrier, Greg Dabbs was interviewed and described in detail, the precise difficulties he has had with Pocket Powers near fore foot and the knotty task he has had to keep him sound. He described his feet as very soft and bruise easily but specifically the inner corn of his near fore which has been his particular problem area which he regularly treats with rubberised pads.

Marsh Shirtliff was consulted on the ins and outs of horse ownership and speeches from the representatives from Carducci and Hip Hop clothing who described what to expect from the fashion front, and the CEO of Knights catering concluded events on J&B’s events and hospitality.

Pocket Power, who sported his new halter, lived up to expectations with his usual idiosyncratic behaviour and the press went to town with some rather wild poses the champ had on display.

Although the press are still a little naive about horseracing, the day’s proceedings will have hopefully gone a long way in educating the media and other potential corporations on the unique opportunity in comingling horseracing and primary sponsorship brands, as J&B have.