The Jockey Club: Reaching a New Gen Z Audience
About This Programme
Horse racing wasn't even on the radar for most of our community an industry they'd never considered, at venues they'd never been to, surrounded by people who didn't look like them. The Jockey Club wanted to change that. So we took our members to watch their first ever horse race and gave them an experience they'll never forget.
Challenge
The Jockey Club manages some of the most prestigious racing venues in the UK, but its audience didn't reflect the next generation. Racing remained largely unknown to young people from diverse backgrounds not because they wouldn't love it, but because they'd never been given the chance to experience it. To stay relevant for decades to come, the sport needs to reach a new audience now.
Strategy
We created an experience designed to make racing feel exciting, welcoming and theirs. We brought 30 hand-picked members from our community to a race day with full hospitality, live racing and behind-the-scenes access. The goal wasn't to lecture them about the sport but to let them feel the atmosphere, the energy and the occasion for themselves. They left as fans, told their friends and returned to the Epsom Derby Festival, deepening their connection to the sport.
Horse racing wasn't even on the radar for most of our community an industry they'd never considered, at venues they'd never been to, surrounded by people who didn't look like them. The Jockey Club wanted to change that. So we took our members to watch their first ever horse race and gave them an experience they'll never forget.
Challenge
The Jockey Club manages some of the most prestigious racing venues in the UK, but its audience didn't reflect the next generation. Racing remained largely unknown to young people from diverse backgrounds not because they wouldn't love it, but because they'd never been given the chance to experience it. To stay relevant for decades to come, the sport needs to reach a new audience now.
Strategy
We created an experience designed to make racing feel exciting, welcoming and theirs. We brought 30 hand-picked members from our community to a race day with full hospitality, live racing and behind-the-scenes access. The goal wasn't to lecture them about the sport but to let them feel the atmosphere, the energy and the occasion for themselves. They left as fans, told their friends and returned to the Epsom Derby Festival, deepening their connection to the sport.
step 01
Strategy & Planning
We worked with The Jockey Club to design an experience that would introduce our community to racing in a way that felt genuine and exciting, not corporate.
step 02
Community Distribution
We hand-picked 30 members who'd never experienced horse racing, exactly the new audience The Jockey Club wanted to reach.
step 03
Race Day Experience
Members arrived to full hospitality and the atmosphere of a live race day. For most it was their first ever race, designed to be genuinely unforgettable.
step 04
Behind The Scenes & Connection
Members got access most fans never see, building a real connection with the sport and the venue in a relaxed, natural setting.
step 05
Epsom Derby
Members returned to the Epsom Derby Festival, one of the biggest events in the racing calendar, proof the experience turned first-timers into genuine fans.
