LiveWire Sport, the BAFTA-winning digital agency, has been appointed by The Jockey Club to provide content strategy, creation and delivery services for five of the world's leading horse racing festivals in 2018, as part of a new strategy to grow engagement levels for Britain's second biggest spectator sport.
LiveWire will work alongside The Jockey Club's teams in the build-up to and during The Festival at Cheltenham, the Randox Health Grand National Festival at Aintree, the QIPCO Guineas Festival at Newmarket's Rowley Mile, The Investec Derby Festival at Epsom Downs, and the Moët & Chandon July Festival at Newmarket's July Course.
These racing festivals – which feature the likes of the Timico Cheltenham Gold Cup, the Randox Health Grand National and four of the five Classics of the British Turf season – are attended by more than half a million spectators, with tens of millions following in the UK alone following through media coverage and social platforms.
The Jockey Club brief adds to LiveWire's current client roster that includes the Premier League, NFL, Wimbledon, World Rugby, the ATP, ECB, Channel 4, Ascot Racecourse and Red Bull Air Race.
The Jockey Club is one of the UK’s leading leisure companies, operating 15 racecourse venues nationwide and welcoming around four million people a year to enjoy its racing, music and other events and leisure activities. It is governed by Royal Charter to act for the long-term good of British horseracing and reinvests all its profits back into the sport.
Scott Bowers, Group Director of Corporate Affairs and Communications at The Jockey Club, said:
"We're really excited about working with the LiveWire team. They have an excellent track record with leading sports properties from Wimbledon to the NFL, and a strong handle on racing. Hopefully we're about to find that their best work is just around the corner!"
Pranav Soneji, Director and Co-Founder of LiveWire Sport, said:
"Racing is a unique sport which embodies history, prestige and incredible entertainment and we're delighted to be working alongside The Jockey Club on its high-profile festivals this year. From engaging existing racing fans, opening the sport to newer audiences through data-led insights, eye-catching creative and utilising our experience at managing platforms and covering major events, our aim is to make the 'Sport of Kings' the sport for everyone."