Sport of Kings

The Brief

To support a major new collaboration in developing a new leisure product for a group of independent UK race courses. Sport of Kings successfully created a luxury race package to market to new audiences in the Gulf States and China.

My Role

We worked with a group of historic independent race courses, including Chester, Royal Windsor, Ascot, Newmarket and York racecourses to create and promote a luxury race product and align-ing destination sell to overseas markets. With racecourses chosen for their world class facilities and individual character, Sport of Kings is the first time the UK’s leading racecourses have collaborated in such a way. I worked on the strategic direction of the project, mentoring the marketing executive at Chester throughout the project’s development and launch. The series was launched at the Dubai World Cup, focusing on raising the brand’s profile within the media, and amongst the race-going market.