Grayling wins brief from Racing Enterprises to attract new audiences to horse racing

Grayling is to help make horse racing more attractive to women and to attract new race-goers, days after outrage over the deaths of two horses at the Grand National.

Outrage: Grand National
Outrage: Grand National

The agency has been called in by Racing Enterprises, the commercial arm of British horse racing, to support the 'Racing for Change' initiative aimed at broadening the appeal of the sport.

Grayling MD of brands Daniel Cohen said: 'Our role will be to maximise the assets at our disposal and celebrate all that racing has to offer.'

The news follows the deaths of two horses at the Grand National last Saturday, prompting appeals for the race to be called off.

Grayling insisted the brief was not in response to the Grand National incident.

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