Banei Tokachi Hosts a MATOKA Sponsored Race! The Editorial Team Went All Out and Joined the Fun
At the world’s only horse racing event, “Banei Tokachi,” there is a “Sponsored Race” system that allows you to hold a “Title Race” with a name of your choice. To show you what this system is all about, we actually became sponsors ourselves, watched the race, and purchased betting tickets. Take a look at the “Sumahiro MATOKA 1st Anniversary Cup” held on January 24.
At the world’s only horse racing event, “Banei Tokachi,” there is a system called the “Sponsored Race” that allows you to hold a “Title Race” with a name of your choice. The race name you create appears everywhere—from the entrance signboards and race programs to the betting tickets—so your excitement while watching is guaranteed to soar! A Banei race truly becomes something personal.
Of course, once the MATOKA editorial team—Tokachi/Obihiro’s tourism media—learned about this, we couldn’t just sit back. To show everyone how the system works, we actually became sponsors, watched the race, and bought betting tickets.
Here’s what happened at the “Sumahiro MATOKA 1st Anniversary Cup” held on January 24.
Banei Horse Racing is a one-of-a-kind sport where massive draft horses pull one-ton iron sleds across the snow-covered lands of Tokachi. The 200-meter...
Contents
- Not Just for Corporate PR!
Individuals Can Also Name a Sponsored Race at Banei Tokachi
- Bringing You the Atmosphere of Race Day
- First, Check the Race Program!
- Meeting Up with the MATOKA Team | A Trial Run at Buying Tickets
- Ahead of the Main Event, Observing the Horses in the Paddock
- Everyone Buys Their Tickets with Excitement
- Sumahiro MATOKA 1st Anniversary Cup | A Nail-Biting Race
- Closing with a Commemorative Photo
- Banei Tokachi Sponsored Race | How to Apply
- Watching Becomes a Personal Experience. The Thrill of a Sponsored Race Exceeds Expectations
Not Just for Corporate PR!
Individuals Can Also Name a Sponsored Race at Banei Tokachi
When you hear “sponsorship,” you might imagine companies paying a significant amount for PR. However, Banei Tokachi’s sponsored races are open to individuals as well. Starting from 10,000 yen per share, you can commemorate milestones such as weddings or birthdays by leaving your favorite words as the race name. It’s far more romantic than you might expect.
On this day, there were many private and memorable races, including wedding commemorations and 80th birthday celebrations
When it becomes a title race, the race name appears on the race program and betting tickets. That alone raises the excitement. Even just watching normally, “Banei Keiba” stirs your heart with the powerful battles of the draft horses. But it transforms from “just a day to watch” into “the day we witness our own race.”
Bringing You the Atmosphere of Race Day
On race day, we head to Obihiro Racecourse. Although I’m an Obihiro resident, this is only my second time here. I’m such a beginner that I don’t even know how to buy betting tickets—but my ambition to “win big” is already in full swing.
First, Check the Race Program!
As soon as we enter the building, we grab a race program.
The race programs are placed to the left of the entrance
The first thing we do is check whether our race name is listed. The moment we found it, we couldn’t help but shout.
“…Ohhh, it’s there!”
In that instant, we’re fully switched on for the race. We’re not the ones running—nor are we the jockeys or horses giving it their all—but somehow we feel like warming up ourselves. It no longer feels like something distant; the sense of closeness is palpable.
Meeting Up with the MATOKA Team | A Trial Run at Buying Tickets
We meet up with fellow members of the MATOKA editorial team inside the venue.
Most of us are beginners to horse racing. With some time before the “Sumahiro MATOKA 1st Anniversary Cup,” we decided to join another sponsored race as practice and learn how to buy tickets.
Flustered in front of the ticket machine. Insert money → insert the mark card—the steps can be surprisingly stressful at first
And the race begins!
The result? A complete loss for all of us. Still, we got the hang of the flow—from buying tickets to watching the race. You can buy tickets starting from just 100 yen, so it’s easy to join in. …It might be dangerously addictive.
Buying Tickets Has More Steps Than You’d Expect
There are several steps involved in purchasing tickets, and first-timers may find it confusing. If many in your group are new to buying tickets, it’s reassuring to arrive earlier and practice during a prior race.
Ahead of the Main Event, Observing the Horses in the Paddock
As the sun begins to set, the horses for the “Sumahiro MATOKA 1st Anniversary Cup” appear in the paddock.
In the paddock, beginners follow their instincts and choose their favorite horse without overthinking (laughs)
We’d heard in advance that “coat gloss matters,” but honestly, it’s hard to tell the difference. Still, as we watch their gait and expressions, there’s a feeling—“This one looks good.” When a horse catches your eye, jot down its number.
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We’re captivated by No.2 “Iwaki Shichifuku,” with its elegant walk and lively expression.
“This is the one.”
With that decision made, we leave the paddock.
The backs of our editorial team members as they head to buy tickets. There’s a tension in the air, like before the final battle in an action movie.
The “Origin Message” Is Read Aloud Before the Race
Before entering the paddock, the message explaining the origin of the race name—submitted at the time of application—is read aloud to the entire venue. They even introduced “what makes MATOKA great.” A title race isn’t just commemorative; it also serves as PR. For corporate sponsors, this is not to be missed.
Everyone Buys Their Tickets with Excitement
Back inside, we check the odds.
Our pick, “Iwaki Shichifuku,” is fifth in popularity, and our confidence wavers a bit. …No, let’s trust our instincts.
I bought my ticket centered on my favorite, “Iwaki Shichifuku”
Editorial members struggling with the unfamiliar ticket process
Other members choose their tickets in their own ways. Even those unfamiliar with horse racing feel encouraged to step into this “unknown world” because it’s “our race.” That’s another charm of a sponsored race.
Thinking of the horses walking in the paddock, it’s a heart-pounding moment—like writing a love letter to someone you admire. And that’s incredibly fun.
Sumahiro MATOKA 1st Anniversary Cup | A Nail-Biting Race
At last, the main race of the “Sumahiro MATOKA 1st Anniversary Cup” approaches. We gather in front of the monitor under the stands. Seeing our race name displayed on the screen, everyone waits for the start with a mix of excitement and nervous anticipation.
As the moment of battle nears, the venue fills with a blend of quiet tension and rising heat. When the “3 minutes to race” announcement echoes, we move to the trackside and watch the horses enter the gates over the fence, hearts pounding.
They’re off all at once! Cheers erupt throughout the venue. Be sure to watch the thrilling race in the video.
The highlight of Banei Keiba is undoubtedly the towering second obstacle in the middle of the course. Pulling heavy sleds, the horses climb the hill step by step, straining with every ounce of strength. Naturally, our cheers grow louder. Seeing horses race under a title bearing our own words—
—our support burned even hotter. What would be the outcome?
Results of the “Sumahiro MATOKA 1st Anniversary Cup”
2nd: Kitano Yushin
3rd: Komasan Takara
4th: Takara Unkai
5th: Kowa Hope
6th: Inano Homare
7th: Arujan no O
8th: Gold Queen
9th: Iwaki Shichifuku
10th: Crystal Hawk
Our favorite, “Iwaki Shichifuku,” unfortunately finished 9th. It had a strong start, but took too long climbing the second obstacle and fell back in the pack.
“There’s a monster living in the second obstacle.” Watching the race unfold, we felt the truth of that saying.
After the race, gathering together and sharing “How did it go?” and comparing wins and losses was also part of the fun. Out of eight of us, only one person won. We were relieved that at least someone hit it.
Closing with a Commemorative Photo
After the race, all participants take commemorative photos. You can capture a shot with the winning horse and jockey, as well as one on the podium.
Our race name is announced throughout the venue, and a special race unfolds right before our eyes. We wrap up with everyone taking photos together. Though it lasts only a short while, it feels like “a year’s worth of memories.”
Whether the tickets win or lose doesn’t matter. The “Sumahiro MATOKA 1st Anniversary Cup” was the best kind of luck test. “Let’s do it again,” everyone said.
“Next year, it’s the 2nd Anniversary Cup, right, Editor-in-Chief?”
Editor-in-Chief Kitagawa was also fully satisfied, saying, “Let’s do it again!”
Banei Tokachi Sponsored Race | How to Apply
If reading this made you think, “Alright, I’ll give it a try,” here’s what you need to know. There are several steps—application → confirmation → payment—so let’s go through them in order.
STEP1 Apply (At Least 10 Days Before the Event)
Applications must be submitted at least 10 days before the event date. Popular dates may fill up, so once you decide, it’s best to act early. There are three main ways to apply.
- Official website form
- Mail or fax
- Furusato (hometown) tax donation
This time, we used the most convenient option—the official website form. Before applying, decide on the following to make the process smooth.
Preferred date: Saturday, Sunday, or Monday (see the schedule here) Preferred race: Specify by race number (main and final races excluded) Race name (within 13 full-width characters): No names that violate public order and morals Origin (message): May be introduced during broadcast, so briefly summarize why you’re holding the race
STEP2 Check the Confirmation Notice (Around 10 Days Before the Event)
After applying, you’ll receive a confirmation of receipt from the office within a few days, and the process will proceed for your requested date. Around 10 days before the event, you’ll receive a “Confirmation Notice” by email with finalized race details.
Be sure to check the following in the notice:
- Date of event
- Race name
- Target race (race number)
- Payment deadline (5 days before the event)
Also note that changes or cancellations must be made at least 10 days before the event. After that, cancellation is not possible, so it’s best to review carefully when the notice arrives.
STEP3 Transfer the Sponsorship Fee (At Least 5 Days Before the Event)
Once you confirm the details, transfer the sponsorship fee. The payment deadline is 5 days before the event date. The approximate minimum fees are as follows.
Minimum Sponsorship Differs for Individuals and Companies
• Individuals: From 10,000 yen per share
• Companies: From 30,000 yen (3 shares)
STEP4 Payment Confirmation → Prepare for the Big Day (Just Wait for Race Day)
After payment, the office will confirm receipt and notify you, completing the process. Then all that’s left is to wait for race day. We highly recommend attending in person, but even if you can’t, you can buy tickets on your smartphone or watch live on YouTube.
Arrive 40 Minutes Early for Peace of Mind
On the day, you’ll need to visit the office at the back of the first floor for a brief explanation of the schedule (including commemorative photos). The briefing only takes a few minutes. To move comfortably, arriving 40 minutes early is recommended.
Watching Becomes a Personal Experience.
The Thrill of a Sponsored Race Exceeds Expectations
Banei Tokachi’s sponsored race system elevates the sense of personal involvement far beyond simply watching. Your race name appears on entrance signs, indoor monitors, race programs, and betting tickets—and is announced throughout the venue. The excitement was beyond what we imagined.
Whether you join with employees as part of your company’s PR, or hold a title race to celebrate a special milestone with someone important, it’s a wonderful way to leave a “moment” in tangible form.
Tokachimura is a sightseeing spot adjacent to Obihiro Racecourse, where you can watch “Banei Horse Racing,” the only one of its kind in the world. It’...
