The Client:
The Jockeys Employment & Training Scheme – a horseracing career development scheme designed to help jockeys achieve a secure future after injury, weight issues, lack of opportunities, or age enforced retirement from race riding.
The Challenge:
To break down the stigma attached to jockeys taking up opportunities to train in new skills in preparation for life after race riding; and encourage more to do so.
The Solution:
Prepare and instigate an ongoing marketing and communications strategy which focussed on awareness building amongst jockeys by promoting individual success stories and bringing on board top jockeys and industry opinion-formers. Sporting Horse Promotions’ scope of activity covered branding development, websites, e-marketing and social media as well as ongoing PR and newsletters and video case studies.
The Results:
In its first 15 years, the jockeys themselves (via prize money deductions) and the Injured Jockeys Fund invested over £1million in the scheme, helping nearly a thousand current and former jockeys with career advice and training in new skills, in order to gain employment after race-riding.
Project Period: 1995-2014
Last updated: Autumn 2014