The Jockey Club hires PR agency to push horse racing to fresh audiences

The Jockey Club has appointed The Academy to help grow the appeal of the sport beyond its traditional audiences, PRWeek can reveal.

Masar wins the 2018 Investec Epsom Derby
Masar wins the 2018 Investec Epsom Derby

PRWeek understands the account win follows a competitive pitch involving five agencies in total. 

The Academy will drive a consumer PR strategy to help the sport appeal to new audiences and demographics, and it is the first time the organisation is working with a consumer PR agency on such a project – there is no incumbent.

The account will be led by The Academy’s co-founders Mitch Kaye and Dan Glover.

"The Academy demonstrated both strategic and creative thinking, which reassured us they understand our organisation, our sport and our future challenges, too, The Jockey Club group director of corporate affairs and communications Scott Bowers said.

Kaye added: "The Jockey Club have shown real ambition with this brief, and trusted us with helping them to build on the success of their sport and connect the very best of it to new audiences."

The win continues a strong start to 2019 for The Academy, which recently picked up Lucozade Sport and the launch of Ubisoft game Tom Clancy’s The Division 2.

The agency also hired former Freuds creative Chris Bamford and has bedded in a new organisation design.

The Jockey Club is the UK's largest commercial horse-racing organisation, which owns 15 racecourses including Cheltenham, Aintree and Epsom. It has doubled its turnover in less than a decade and hosted record crowds to events it stages, including the Cheltenham Festival, the Grand National and the Derby.

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