GB Racing saddles up with the7stars to woo new punters

Great British Racing, the official marketing and promotional body for the so-called “sport of kings”, is aiming to raise the profile of the “gee-gees” and reach new audiences with the appointment of the7stars.

The agency, which claims to be UK’s largest independent media shop, has been briefed to manage GB Racing’s media planning and buying accounts, said to be worth up to £5m. It was appointed following a competitive pitch run by The Aperto Partnership.

While horse racing is the second biggest spectator sport in the country, with around 6 million people attending each year, most consumers only really engage with the larger events, such as the Grand National, the Derby and the Cheltenham Gold Cup.

GB Racing’s aim is to broaden the sport’s popularity and, in doing so, help increase engagement and participation.

Its approach is focused on maintaining and improving the long-term health and vitality of the sport through the media, combined with frequent, sustainable, reactive campaigns and initiatives to build and maintain engagement.

GB Racing interim chief customer officer Simon Michaelides, the former UKTV, PepsiCo and P&G marketing boss, said: “The7stars not only demonstrated a real passion for horseracing, but also a deep knowledge of the leisure audience that we are aiming to reach. They truly understood the challenges we face and promise to be a great fit for our business, aligning with our ways of working and vision for change.”

The7stars strategy director Ben Edwards added: “We know how brilliant racedays can be for so many people. As a multi-faceted experience, racedays offer something for everyone. We’re excited to democratise horse racing and build on the groundswell of support for the sport through the power of Gravity Connect and our commitment to delivering effectiveness.”