Horse racing brand development and integrated marketing case study


The Client:

The Jockeys Employment & Training Scheme – a horseracing career development scheme designed to help jockeys achieve a secure future after injury, weight issues, lack of opportunities,  or age enforced retirement from race riding.

The Challenge:

To break down the stigma attached to jockeys taking up opportunities to train in new skills in preparation for life after race riding; and encourage more to do so.

The Solution:

Prepare and instigate an ongoing marketing and communications strategy which focussed on  awareness building  amongst jockeys by promoting individual success stories and bringing on board top jockeys and industry opinion-formers.   Sporting Horse Promotions’ scope of activity covered branding development, websites, e-marketing and social media as well as ongoing PR and newsletters and video case studies.

The Results:

In its first 15 years, the jockeys themselves (via prize money deductions) and the Injured Jockeys Fund invested over £1million in the scheme, helping nearly a thousand current and former jockeys with career advice and training in new skills, in order to gain employment after race-riding.



Project Period:  1995-2014

Last updated:  Autumn 2014

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