While the 2009 Emirates Singapore Derby may be serious business for those intimately involved in the race, rest assured there is plenty of frivolity away from the track.

Fun and fashion are the order of the day in most, if not all, the on-course function rooms.

Women (and men!) parading in their finest outfits, some with outlandish hats that could only be worn on this one day of the year.

The literal smorgasbord of food and drinks makes the day seem like a celebration with raffles, silent auctions and all sorts of equine and travel -themed games keeping everyone amused.

But there is a commendable side to this merriment as Emirates uses the Derby platform to raise much-needed funds for the underprivileged.

In fact, $180,000 was raised on Emirates Singapore Derby Day last year and a similar amount (in less certain times) is again hoped to be raised.

This combined effort by Emirates and the Singapore Turf Club (STC), which provide this unique opportunity for companies to 'give something back', is one of the tangible benefits of a long-lasting partnership that is in its 14th year.

Mr Nick Rees, Emirates' Country Manager for Singapore and Brunei, said Emirates is deeply committed to sports sponsorship, both in Singapore and around the world.

He added: 'We are proud to witness the growth and evolution of the Emirates Singapore Derby over the years into one of the most established events on Singapore's racing calendar.

'For this, we have to thank our long-time partner, the Singapore Turf Club, for sparing no effort in growing the event from strength to strength. But the Emirates Singapore Derby is not just about thrilling race action and off-track glamour.

'Since 2002, we have been using the Derby as a platform to raise funds for the underprivileged. This year, in spite of the economic downturn, we are aiming to raise at least $150,000 so that the underprivileged will continue to receive the financial support that they need.'

Mr Yu Pang Fey, President and Chief Executive of the STC, said the past 13 years had been a rewarding partnership with Emirates.

He said: 'The Emirates brand name is synonymous with prestige, excellence and style and these are the invaluable qualities that we want to associate with the Derby.

'The Singapore Turf Club has been supporting charitable and worthy causes for the benefit of society since our inauguration. The club has a long tradition of giving back to the community and we are delighted once again to extend the occasion of Derby Day to Emirates to raise funds for the underprivileged.'

Successful platform

Since fund-raising efforts started in earnest on Emirates Singapore Derby Day in 2002, more than $600,000 has been distributed to Singapore charities that have included Spastic Children's Association Of Singapore, Mainly I Love Kids (Milk), Help Family Service Centre, AWWA Community Home for Senior Citizens and the Singapore Autism School, just to name a few.

With the Emirates Singapore Derby as a prime example, the use of a feature race-day platform to raise funds for charities has been a huge success.

The Queen Elizabeth II Cup has also been used as a platform to garner donations by the Tsao Foundation, as has the time-honoured Singapore Gold Cup, by the Community Chest.

Simply by selling tables (the best seats in the house!), auctions or other fun race-day activities, the STC provides a novel way of fundraising in an equally novel environment.

A tremendous initiative by the STC and one that can only gain momentum as more benevolent organisations become involved with the Sport of Kings.

Hat rules

No, it's not a fashion parade.

It's the Emirates Singapore Derby!

While you may be forgiven for thinking that you have just strolled onto the catwalk of a Paris fashion show, it is standard fare on Derby Day the world over for the fillies to don not only their best dresses, but hats as well.

Yes, hats.

A step back into a bygone era where it was considered proper etiquette to wear a hat outside the house and to go without one would practically reduce your social standing to that of a common beggar.

The significance of the hat at major race meetings goes back to Royal Ascot in England, where it is decreed that 'all guests within the Royal Enclosure adhere to a strict dress code: male attendees must wear full morning dress including a top hat, whilst ladies must not show bare midriffs or shoulders and must wear hats.'

This royal dress code soon became the norm for all major races the world over and the hats are still a must for any serious Derby-goer. Stylish hats, outlandish hats, small hats, big hats - they will all be on show today.

So whether it is Kentucky in May, Melbourne in the spring or Singapore in July, the only place to be seen is trackside - in a hat designed to impress!

This article was first published in The New Paper