Racing UK signs up champion jockey for marketing campaign

by Sarah Woods, Brand Republic 20-Apr-06, 14:00

LONDON - Champion jockey Jamie Spencer has been signed up by UK horseracing TV channel Racing UK to carry the station's branding on his silks and private plane as part of an integrated marketing campaign this summer.

Spencer will also feature in a national press advertising campaign, created by 141 Worldwide/London, which will run in key racing press including The Racing Post and The Sportsman for the duration of the flat racing season.

The partnership follows a PR and marketing campaign with jockey Tony McCoy and the strategy of aligning the brand with leading names in horse racing to highlight how Racing UK has established itself in the sport.

WPP-owned 141 will also create a direct marketing campaign that will use Spencer as the face of the Racing UK Club -- an incentive scheme to drive subscriptions -- and he will undertake a number of personal appearances including customer racing days and media events.

Nick Mills, Racing UK sales and marketing director, said: "Jamie offers us an instantly recognisable face to the brand that racing fans know and respect, and we are looking forward to a great season's racing."

The jockey will host a personal video diary and provide exclusive content for the Racing UK channel and website.

"I am very excited about what we have lined up for the coming months. I am pleased to be taking over from fellow champion jockey Tony McCoy to represent them for the flat season," Spencer said.

Racing UK is also working with Pitch PR and Sportsguide to devise a high-impact PR campaign around the tie-up.

Pic: Dan Abraham

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