CHR brings together the best elements from the worlds of sport and entertainment to engage a wider audience and bring a truly unique proposition to horse racing.
Horse racing is the second largest spectator sport in Great Britain and, with a history dating back centuries, one of the longest established.
The sport generates over £3.7 billion for the British economy, and the major horse racing events such as Royal Ascot and Cheltenham Festival are important dates in the British and International sporting calendar.
And yet, despite racing’s global appeal, sponsorship participation is not at the same level as in other sports.
Which is where we come in.
The Series will lead to an evolution in horse racing.
We will distance this incredible sport from the public perception that it’s a complicated, elitist recreation inextricably linked to gambling.
We will provide a simple, accessible format that’s gripping, thrilling and unmissable.
We will let betting take a back seat and incorporate innovative technology and data which will enhance the experience and provide opportunities to interact with fans.
We will present horse racing to an entirely new global audience and re-affirm its status as the high profile, much-loved sport it has always been.
If this sounds like something your brand should be part of, get in touch.
Two men walk into a noisy bar. One turns left and sits to watch the big screen showing football. The other turns right to watch the big screen showing horse racing. Five minutes later they catch up - “How was the game?” “Brilliant - United won in the last minute, Pogba scored....how was the race?” “Thrilling - three way photo finish” “Who won?” “No idea” “But who was it between?” “No idea - impossible to tell.”
No, it’s not a joke. I want CHR to demystify horse racing, starting with its identity crisis. We must ensure that even the casual viewer knows what is happening the moment they start watching.GET IN TOUCH
My aspiration for The Series is that it moves racing on as an interesting spectacle. Most other sports have tweaked themselves to heighten and enhance excitement and interest. But racing hasn’t, until now. By creating new data [GPS systems, heart monitors etc], I believe racing will start to attract fans for the future.GET IN TOUCH
I love watching all types of sport. I have favourite competitors and teams that I follow. I often know more about them than people I see every day. Social media, 24hr sports news channels and modern day information availability means we have unprecedented access to our sporting heroes.
However, a quick straw poll amongst friends resulted in most people only being able to name one jockey.
I want to change this by providing access to the people in the sport and creating tribal allegiance through the team based format. I want people to see the bravery and skill of jockeys.
This is the only premier sport where men and women compete in races together as equals. I want to showcase that and present racing as the exhilarating, exciting sport that it is.GET IN TOUCH
I've long thought that fans in sport are overlooked in terms of being part of the event they are watching; they pay to attend, watch the game in question, and then are filed out to the nearest train station to make their way home.
Yet they are expected to create an atmosphere, help fund the event, back their team and be a crucial part of the overall 'match day' experience. I believe that the fan should be the heartbeat of the event. We are going to connect fans with their teams and ensure that they benefit from each other’s success. The Team and the fans will never have been so important to each other, and this is something I think that makes CHR's proposition unique.
Content is all very well, but meaningful, direct conversations and interactions between teams, brands and the fans are what sets us apart.GET IN TOUCH
There’s no doubt that horse racing needs some modernity injected into it. We can no longer assume that the moment the horses enter the parade ring, that today’s audience (at either the racecourse or at home) will understand the complex terminology, the mind-boggling figures, the race card, or know anything about racehorses in general apart from perhaps their odds.
CHR will make none of these assumptions.
Our ambition is to turn the casual viewer or the first-timer into the fan. Not only will we put on a spectacular display through introducing a new racing format, but we will inform our audience of, and immerse them in the sport, the industry, the people, the training and the horses throughout the 8-week period through captivating content, in a way which hasn’t been attempted before.GET IN TOUCH
When I was six years old I had my first exciting involvement with both art and horses. My school organised a meeting for the students with an illustrator: Gek Tessaro. He is a lover of horses and he is able to draw them in a million different ways, without getting bored. I was instantly impressed by Gek's works and it is probably that experience that unconsciously influenced my life, driving me through to what I am doing now.
I play with horse images every day, connecting design and horse racing. I'd like this sport to grow its audience and for racing to be a memorable spectacle for viewers. I believe this can be possible by providing unique, recognisable and innovative visuals. I am sure design will help to show all aspects of racing, leaving the audience thrilled, mesmerised and inspired.GET IN TOUCH
Sport is all about stories. Those talkable moments are what sports men and women want to create, they are what fans celebrate, and it’s what drives media interest the world over.
As well as creating a competitive and compelling series that will stretch all across the UK, what excites me as a comms professional is that new stories are going to be at the heart of CHR.
With fans, brands and the horse racing industry we’re going to be trying things that haven’t been done before. It’s exciting knowing that we’ll be groundbreaking.
Most importantly we want to celebrate the stars of the show: the jockeys, the horses, the trainers and their staff. They are the ones who make horse racing the amazing sport it is. Let’s talk about it more.GET IN TOUCH