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The PR and marketing agency that managed Kieren Fallon’s return to racing last year has said it will look for lucrative sponsorship deals for Britain’s top jockeys to make up for falling levels of prize money.

The Guardian reports that Fizz Equine Marketing plans to talk to “some of the world’s biggest brands” after Fallon expressed his surprise about the changes in prize money during his 18 months away from the sport.

Fizz managing director Jayne Gingell said: "That was the motivation. When he came back, prize funds had gone down and he saw a hole in the money that jockeys are making. This is one way to address the situation, but jockeys are mostly self-employed and don't have the contacts necessary to exploit the potential.

"Kieren is paying us to do it on his behalf, but he wants it to be for all the jockeys who want to be involved, and younger ones starting out in particular."

Jockeys are allowed to sell advertising space on their collars and breeches, but Fizz wants to look beyond the most obvious sources of sponsorship – bookmakers – in the search for partners.

"I don't think there are many owners who like to see adverts for bookmakers on their jockeys' breeches," she added. "But in any case, I don't think the potential for these sites has been fully appreciated. Every time a jockey passes the winning post, there is someone there to take a picture, and if it is a big race, those pictures will be seen around the world.

"There is the potential for a major brand to be associated with those winners, and then there are the post-race interviews, photographs and press conferences too, with the cameras close up on the jockey's head and shoulders.

"The racing audience is also very broad. It has the AB1s and the links to royalty but it can also communicate right down to the guys in the betting shops. That's why you would hope to see big brands coming in, because it's hitting every demographic."