The brand that's been around since 1750, changed up its look.
The brand worked with studio Thisaway that attempted to change its 'monolithic' brand into something that embraces new fans. “Horse racing is the second most watched sport after football in the UK”, according to Graeme Cook, Thisaway founder even though attendance has been decreasing. The rebrand is a way to “appeal to the next generation of sports fans”.
The Jockey Club, founded in 1750, has been synonymous with horse racing and has played a pivotal role in shaping the modern landscape of the sport. As the oldest and most esteemed organization in thoroughbred horse racing, it oversees the sport's governance, ensuring the highest standards of integrity and professionalism are maintained across the United Kingdom.
With a rich history that spans over two centuries, The Jockey Club has always prioritized the welfare of the horses, jockeys, and participants in the sport. The organization owns and operates 15 of Britain's leading racecourses, including iconic venues like Newmarket, Cheltenham, and Aintree, where the world-famous Grand National is held.
Recognizing the need to adapt to the rapidly evolving world of sports, The Jockey Club recently unveiled a strategic rebranding effort aimed at attracting a new generation of fans. This modern approach reflects the organization's commitment to innovation and engaging a broader audience while still upholding the longstanding traditions of horse racing.