As the sun begins to lift its weary head, Britain’s growing army of polo-lovers are scribbling dates into their diaries as the sport’s social calendar begins to fill up. This summer sees the Gaynes Park Estate in Epping host the return of the Duke of Essex polo cup – the most exclusive event of the East London and Essex season. As past years have shown, these events attract some of the richest and most beautiful members of the upper classes to gather for champagne, socialising and sport. However, a recent shift in society’s demographic has diversified the game’s appeal, and introduced a new breed of polo enthusiasts.
The last two years have been pivotal in the evolution of Polo. Since its conception in 600BC – when the Persians played the Corinthians – its aura has been one of prestige and glamour. The sport’s royal connections have always attracted the social glitterati but as the old aristocracy withers, and growing numbers of self-made billionaires are increasingly seen as constituting high-society, the exclusive nature of the sport is becoming much more accessible.
This exciting movement has opened up countless opportunities for both the old and new school of polo. As a breath of fresh air and enthusiasm (not to mention money) has been injected into the game through new participants and spectators, events such as The Duke of Essex cup have supported the development of this long-awaited integration. By creating an event that no only promotes the sport, but involves a massive cross-section of local society, it has become influential in the recent democratisation of polo, not just as a game – but also as a lifestyle.
Shortly after World War Two, Lord Cowdray, of Cowdray Park, pioneered the way for the next generation of polo players. After the war, it was unclear as to how the sport would continue, after many of its enthusiasts had been killed in conflict and their turf had been sold for agriculture. Cowdray offered his land to the sport, welcoming numerous players, including those from non-military backgrounds – and although it still remained a very upper-class pursuit – it survived with all the enthusiasm and vigour that we can still observe today.
Just a couple of years ago, the staider parts of the polo community were hit by shock waves, as the most ambitious of social climbers could enrol in an ‘introduction to polo’ session – initiated by the luxury gifts company ‘Red Letter Days’. Now, for just £399, anyone can take up the hobby and play in an instructional chukka, accompanied by expert tuition.
Although Cobham Park, Surrey, where the Red Letter Days are held, claim that Polo is no more expensive than any other equestrian sport – the expense does add up when you consider the initial outlay of taking up the sport more seriously. Aside from the essential kit – including whites, boots, pads and gloves – the cost of hiring a horse can be anything from £100 per chukka. With eight chukkas per game, and the requirement for no horse to play more than two, it would be a valuable option to buy a horse – or four – at around £3000 each. These would then need supplementing expenses such as a groom, a stable, feeding fees, veterinary expenses, shoeing and a rig for transporting the animals to competition. Then there is the club subscription – which can range from anything above £600 annually. However, with many clubs now at capacity, and waiting lists constantly growing, it may be an option to enrol at a much costlier club – with subscriptions up to £3000.
This obvious expense will therefore mean that opting to participate in polo will be left to the upper crust. The allure that surrounds it however, has created a buzz that the media has leapt onto – introducing new and exciting sponsors to the game, and therefore opening up the appeal to a wider range of spectators.
It may be surprising to know that one of America’s leading fashion brands – Ralph Lauren – has only recently decided to officially associate itself with the sport, after forty years of trade-marking their name ‘Polo’. In 2007 they signed a four-year deal with America’s ‘Black Watch Team’, after a decade of court cases with the polo association, surrounding the trademark violations of their logo.
The UK has seen various aristocratic lifestyle brands recently associate themselves with the sport too, and as Veuve Cliquot and Cartier lead the way in hosting their own polo events, it seems that many more will follow suit. Jack Wills – the preppy clothing brand, favoured by public schools nationwide, has acquired the Varsity Polo league – where this year will see Oxford Vs Durham, Harrow Vs Eton and Harvard Vs Yale, in what will undoubtedly display the storyboard of a St Trinian’s bedroom fantasy.
Alongside this ‘high-tea’ image, the last few years have harboured the introduction of ‘WAG’ culture. As the term ‘celebrity’ has loosened, the image that surrounds the lifestyles of the rich and famous have become increasingly desirable. This is where the opportunity has arisen for new levels of society to appreciate the sport.
There are now five clear tribes of spectators: the sports enthusiasts, the blue-blooded society figures, the ambitious ladder-climbers, the local families and the rubbernecked public. Each of these groups show an interest in the sport that engage with a different aspect of the game – harbouring new appreciations of what it can offer, whilst constantly recognising the sport as one of great British heritage and culture.
The Duke of Essex Polo tournament targets all of these requirements. With the fusion of great entertainment targeting absolutely everyone – from families and children to VIP’s and celebrities – this year’s event promises to be the most impressive to date. With comfort and glamour being of utmost priority, the VIP area will deliver the fine-dining experience as Jean-Cristophe Novelli prepares the three-course luncheon – an occurrence entirely unique to the Duke of Essex cup.
The organisers have focused a lot of resources into making the family area into one that will receive significantly impressive praise. By offering a huge funfair, face-painting, clowns, balloon artists, quad bikes, 4x4 trips, skydivers, helicopter trips, military marching bands, pony club championships and fireworks as well as an equestrian village, the friendly community atmosphere offers the public a welcomed step back from the elitist nature that the sport reputes, and integrates local families in a fresh and unpretentious way.
It is the after-parties of such events that attract the hungry, status-seeking newcomers– and with new-money come new traditions. In recent years, Polo’s broadening appeal has seen the introduction of wild parties, of which the Polo Association strongly condemns. The social side of the game has become as much a part of the sport in recent years as the game itself. This is where friction has been caused.
Followers of the sport, for their love of the game and its age-old tradition, have been disappointed with the way both new participants and spectators have been represented recently. Horse enthusiasts make clear that the sport requires great dedication and occupies a significant amount of time to care for, and train with their steed, so the recent misconception that has painted the players in an unflattering light, is one that they strongly rebuke.
As ‘the game of royals’ would suggest, polo events attract not only those of blue blood, but also the press and photographers that will undoubtedly follow. This therefore stands as a valuable platform for celebrities – and would-be celebrities – to be seen at, creating a respectable impression, and therefore marketing themselves in a sensible way.
Previous years have seen local celebrities such as Danny Dyer, Caprice, Danielle Lloyd, Brendon Cole and Duncan James attend the Duke of Essex cup – not to mention Penny Lancaster and Rod Stewart, stating, ‘We are lucky to have such a dynamic, glamorous and exciting event in Essex’.
Where old-fashioned, class-based snobbery is still occasionally seen from the old-school aficionados, there are an increasing number of upper-class advocates such as the author Jilly Cooper, whose 1991 bonkbuster ‘polo’, threw a lot of light on the sport. She claims, “It’s a laugh. The more celebs, the better. The game is so lovely, the horses so gorgeous, the players so brave. The more the merrier. The more people who like a sport, the more money goes into it.”
An important figure to mention in the recent reinvention of the sport is model and socialite Jodie Kidd. Her involvement in polo stems back to her youth and as she actively supports the sport – by both playing and promoting it – she is seen as a valuable spokesperson to the field. This year she is heavily involved in the Polo World Series, which will commence on 5th June at Hurlingham Park.
A month later – the 4th July 2009 –will see the rolling, hallowed fields of Essex’s finest stately home, throw open its gates as two of the best international polo teams in the world – Great Britain and Argentina – battle it out in a phenomenal display of horsemanship and polo strategy. The Duke of Essex polo cup promises to be the highlight of the season, with the Duke’s Marquee hosting 381 parties that will feature live acts, lounge style seating and VIP areas to top off a fine day of sport. This truly Essex event, offers a magnificent day out, and the ultimate polo experience for every spectator – generating a warm collection of memories that will stay with you, as it becomes increasingly clear what a beautiful county Essex really is.
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