The Jockey Club, the largest commercial organisation in British horse racing, has appointed the LiveWire Sport digital agency to provide content strategy, creation and delivery services for five of its horse racing festivals in 2018.
The agreement, which is part of The Jockey Club’s new strategy to grow engagement levels, will see LiveWire work alongside the organisation’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.
The deal sees LiveWire add to its extensive client roster within sport, which already includes partnerships with English soccer’s Premier League, the National Football League (NFL) and World Rugby.
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, added: “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.”