Premier racing branding unveiled as next steps taken in wide-ranging plan to grow the sport in Britain

The launch of Premier racing at Cheltenham on New Year's Day gathered pace on Tuesday after branding and further details for the new product at the heart of the sport's revamp in Britain were revealed.

Major adjustments were announced in the 2024 fixture list in October, headlined by the introduction of 170 Premier racedays that will feature enhanced prize-money and British racing's biggest contests. 

A protected two-hour window on most Saturday afternoons in the two-year trial period was another already announced element of Premier racing, but there had been some concern about the revelation there would be no additional funding available to market the main concept of British racing's new strategy. Plumpton, the East Sussex track hosting the third Premier meeting on Sunday, January 7, was among those to voice concerns about the lack of central promotion for the launch of a project deemed crucial to the sport's future.

Plumpton has expressed concern about lack of promotion for Premier racingCredit: Getty Images

Those concerns were directly addressed in the latest Premier racing details released, with the Levy Board set to receive an application for funding for a national promotional campaign. However, any extra funding will not be ready for the launch and instead it is hoped this will be available in the summer from the third quarter of next year. The Levy Board has already authorised a £3.2 million contribution to purses to help the initiative.

Industry models have estimated Premier racing could bolster British racing's finances by £90m in the next five years compared to standing still with the current fixture list, and plans for the sport to work with bookmakers to attract greater interest in the sport were among the details announced on Tuesday. 

Differentiated markets, special offers and joint-produced promotional content feature in the plans, while broadcast innovation, including through greater usage of visual data, drones and behind-the-scenes access, is another key facet of Premier racing.

Premier racedays are also set to focus on improving the customer experience, with simplified racecards, efforts to demystify some of the sport's jargon and a more engaging parade ring experience for racegoers on course included in plans.

Social media and the sport's athletes, the jockeys, will also feature heavily in promotion and storytelling, with an athlete content strategy set to be launched in the first quarter of 2024.

BHA chair Joe Saumarez Smith added: “British racing’s stakeholders unanimously agreed the way to grow our sport is to better showcase and sell our best racing. The pilot of Premier racedays is the start of this process.  

“Due to the way our sport is structured the first priority was to put the building blocks in place in the form of the changes to the fixture list and race programme and secure the improved funding of prize-money. There is little point trying to sell Premier racedays if the product is not, in fact, Premier. 

“Substantial work is also under way to ensure that the industry is properly structured – and funded – to be able to better promote the new racedays, as well as improving the racing experience for all our customers, be they racegoers, armchair viewers, owners or punters.

“I'm grateful to everyone who has been involved in the ongoing development of these plans."

Premier racing kicks off at Cheltenham on January 1 before a further ten meetings in the month.

Julian Richmond-Watson, chair of the Thoroughbred Group, said: “I'm pleased to see Premier racing up and running and the sport’s participants will play a key role in how the sport is promoted. Our members will engage positively to make Premier racing a success.  

“It is self-evident that if we grow the sport this should ultimately benefit everyone involved, including trainers, owners, stable employees and breeders. Work being done on improving all aspects of Premier racing, including the ownership experience, are to be welcomed.” 

Rod Street, chief executive of Great British Racing, added: “The Premier raceday identity is a quality kitemark and the start point for making our best racing distinct. I'm encouraged that broadcasters, betting operators, racecourses and media partners are showing enthusiasm for the concept and integrating into their promotion and coverage of the sport. 

“Premier racing will be supported by promotion initially from GBR and racecourses marketing budgets, with an industry application planned for central funding via the Levy Board which, if successful, will allow for a national promotional campaign.” 

Cheltenham: hosts first Premier raceday on January 1Credit: Edward Whitaker

Premier racing: everything you need to know

• There will be 170 Premier meetings in 2024, starting with Cheltenham on New Year’s Day and followed by a further ten fixtures in January.
• Premier racedays will feature greater prize-money and the biggest races with the aim of enhancing the best action and in turn bolstering British racing’s finances. 
• A protected window from 2pm to 4pm on most Saturdays is being introduced with limitations on the number of non-Premier, or ‘core’, meetings that can take place in that period.
• Extra promotion of Premier racedays is expected and that includes utilising the sport’s social media reach, with behind the scenes footage, meeting previews and jockey, trainer and horse content among the plans.
• The intention is for Premier racedays to provide an enhanced customer experience, be it through simplified racecards, a more engaging experience for racegoers around the paddock or demystifying racing’s language.
• Broadcasters will trial new innovations to bring to life the best and biggest racedays, including through visual data and drone usage.
• The sport plans to work with bookmakers to offer incentives such as different markets and special offers for Premier racedays.

Read more: 

Concerns raised over Premier racing launch as it emerges key project has no dedicated marketing budget 

Protektorat set to give Premier racing an early boost at Lingfield - but surprise Cheltenham bid could come first 

BHA reveals its targets to measure the performance of 2024 fixture list shake-up 

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