The Jockey Club's group director of comms Scott Bowers was formerly Weber Shandwick’s joint director of sport.
Bowers said: ‘The last 12 months have seen The Jockey Club involved in a number of positives for the sport, including AP McCoy winning BBC Sports Personality of the Year, a major new premier racing series being formed that launches in April, and growth in attendances at our major festivals.
‘We need to build on this in 2011 and communications will play a key role.’
The Jockey Club owns 14 leading racecourses, training facilities, a breeding operation, a charity arm and other interests.
The Jockey Club’s racecourses host many of British racing’s festivals, including the John Smith’s Grand National Meeting at Aintree and the Investec Derby Festival at Epsom Downs.