Agency wins international PR brief for 'world's most valuable horse race'

The Jockey Club of Saudi Arabia has hired Square in the Air to handle the international PR, activation and social media promotion of The Saudi Cup 2021, following a competitive pitch process.

The inaugural Saudi Cup took place in February 2020 (©GettyImages)
The inaugural Saudi Cup took place in February 2020 (©GettyImages)

Square in the Air will provide international media relations, assisting with the activation of content campaigns and managing The Saudi Cup’s social media channels.

The 'world's most valuable horse race', which offers prize money of $20m (£15m), will take place in Riyadh, Saudi Arabia, on 20 February and is certain to attract many of the world’s best horses. It is the highlight of a two-day meeting with a total of $30.5m (£23.2m) in prize money on offer.

The inaugural Saudi Cup took place in February this year, showcasing a number of firsts for the Kingdom, including the introduction of the country’s first turf track and the celebration of the first female jockeys to ride under rules in the country and also win races as part of the International Jockeys Challenge.

Square in the Air MD Bill Esdaile said: "We are incredibly proud to be working with the Jockey Club of Saudi Arabia to promote The Saudi Cup 2021, the world’s most valuable horserace.

"The first year was a huge success and they have done a phenomenal job to create this special international racing event in such a short space of time. We’re really looking forward to showcasing all the exciting stories in the lead up to the meeting in February."

The Jockey Club of Saudi Arabia's director of strategy and international racing, Tom Ryan, added: "We were impressed with Square in the Air’s creative and practical response to the brief and we’re excited to be working with them to help promote The Saudi Cup 2021.

"It has been a very difficult year for everyone around the world and there are certainly challenges staging a large international meeting like this, but we are determined to deliver an enjoyable and safe event that celebrates the horse – an animal that has had such a strong influence over the development of Saudi culture.”

Square in the Air specialises in the betting, gaming, sport and financial sectors. Clients include Ascot Racecourse, Hong Kong Jockey Club, City AM, Sporting Index, Sportradar and William Hill.


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