Iconic quartet team up for global horse racing platform
Four iconic horse racing festivals said today that they have teamed up to launch World Horse Racing, a global online media company.
Australia’s Victoria Racing Club, which runs the Melbourne Cup, plus Ascot and Goodwood Racecourses in the UK and Breeders’ Cup in USA have formed the alliance, which aims to engage a younger fan base through exclusive behind-the-scenes content and access to jockeys, as well covering the fashion scene closely associated with the sport's top races.
Coverage will be free to access on Facebook, Twitter, Instagram and YouTube, along with an existing network of over 1 million who follow founding partner pages.
WHR’s social media will be produced and managed by content company Engage Digital Partners, which employs a team of 80 in the UK and India.
Neil Wilson, chief executive of VRC, said: “The VRC is the exclusive Australian partner and only club in the southern hemisphere involved in World Horse Racing, allowing us to elevate our brand and awareness of the Melbourne Cup Carnival and our other racedays across the globe.”
In 2016, the Melbourne Cup was the first live-streaming deal for Twitter outside USA, and last year the stream reached 1.6 million global total unique viewers. Also in 2017, VRC teamed up with Snapchat, the instant messaging site, to develop Snapchat Our Stories and installed 360-degree cameras on the course for Facebook users.
Wilson added: “World Horse Racing is another layer to the VRC’s innovative media content strategy, which is focused on leveraging the broad range of content we generate across both racing and non-racing genres and optimising the reach of this content through carefully considered distribution across multiple platforms, both locally and globally.
“The VRC aims to maximise return on investment for our content and World Horse Racing will allow us to connect with sponsors worldwide and commercialise this content on a global scale.”
Juliet Slot, chief commercial officer at Ascot, said WHR will enable the racecourse to “tell our brilliant stories to a much wider audience” and “reach a new generation of fans,” while Breeders’ Cup chief marketing officer Bryan Pettigrew said the platform will “move the Thoroughbred industry forward.”
Adam Waterworth, managing director of Goodwood, added: “In recent years the sport has become increasingly global, and so it seems the perfect time for a collection of the world’s most important festivals to launch a new platform that will enrich the existing fans experience through some real behind the scenes and previously unseen content, as well as introduce racing to a new audience by focusing on the horses, the people, and the sport.”