Harrison Fraser has been appointed to define a brand for horseracing in Britain.
The consultancy was commissioned last week following a four-way pitch, and has been tasked by Racing Enterprises to undertake a strategic review of horseracing to broaden its appeal and create a more lucid and dynamic message.
David Fraser, partner at Harrison Fraser, says, ‘This is a once-in-a-lifetime opportunity to reposition and redefine an entire sport – one with an extraordinary tradition and a provenance that others would die for.’
Harrison Fraser will present a strategic review in mid-March, and then hopes to be commissioned to implement the look and feel of the brand, which could potentially be manifested through a name, logos, signage, and the on-course and in-betting-shop experience.
Jonathan Goodridge, client director at Harrison Fraser, is in charge of the project, which is worth a six-figure sum. He says, ‘There are 50 million people in the UK who don’t register the sport, so we need to break down some barriers.’
Goodridge points out that one of the issues is the sheer number of bodies involved in horseracing. He says, ‘If you Google British horseracing at the moment you come up with something different every time.
‘We want to create a British horseracing brand people can unite behind.’
Rod Street, chairman of the Professional Jockeys’ Association, who is managing the project for RE, says, ‘The heart of the brief is/ how can we make racing’s narrative more compelling?’
He adds, ‘This is probably the first time racing has undertaken a process following a big internal consultation. The process is right – racing is doing it properly.’
Chris McFadden, chairman of RE, says, ‘We are a fragmented industry and have not had a great record with initiating and implementing change.
‘Engaging and aligning all our associations and professional bodies behind a common vision of the industry will be critical to achieving our objectives.’
Groups involved in British horseracing
Racing Promotions Group – the marketing forum for the racing industry
British Horseracing Authority – the sport’s governing and regulatory body
The Racecourse Association – the trade association of Britain’s racecourses
Professional Jockeys’ Association – a body that protects and represents the interests of professional jockeys
Racing Enterprises – a partnership between The Racecourse Association and the Horsemen’s Group. The industry’s main commercial body