He will take up his new post at the beginning of May, where he will be responsible for the strategic communications of organisations and look to increase the sport's attractiveness to consumers, sponsors and investors.
Bowers said: ‘The Jockey Club has a rich 260-year heritage, but the forward-thinking approach adopted by its leadership team can help racing delight new fans and drive investment in the sport. Racing has a real opportunity to shape a future in which it appeals to millions more British hearts, from all ages and backgrounds.'
Bowers will report to group chief executive of The Jockey Club, Simon Bazalgette, based in the organisation's headquarters in Holborn, London.
Simon Bazalgette said that Bowers was the ‘stand-out' candidate to help the organisation ‘take on the challenge of capturing a broader audience for horse racing'.
In his previous role, Bowers helped Russia to win its bid to host its first ever Olympic and Paralympic Winter Games in Sochi in 2014 and worked on international communications for the England 2018 FIFA World Cup bid.
He co-headed Weber Shandwick's sports practice alongside Fiona McLachlan, having been at the agency since July 2006 after moving from MS&L.