Horse Racing Ireland (HRI) Racecourses has announced a new three-year partnership with Richmond Marketing that will bring a fresh range of race-day experiences to four major Irish racing venues.
The agreement will see Richmond Marketing become a category partner across Fairyhouse, Leopardstown, Navan and Tipperary racecourses, with the collaboration set to begin at Leopardstown during the opening day of the Irish Champions Festival on Saturday, September 12.
HRI Racecourses partnership with Richmond Marketing will run across some of Ireland’s biggest racing occasions over the next three years.
The first activation will take place at Leopardstown, where the new Aperol Terrace will be introduced as part of the Irish Champions Festival experience. The initiative aims to create an enhanced social and hospitality area for visitors attending one of the country’s premier Flat racing meetings.
The partnership will continue across a number of key fixtures on the Irish racing calendar, including the Dublin Racing Festival and Student Day at Leopardstown, the Fairyhouse Easter and Winter Festivals, and the Navan Racing Festival.
Through the three-year agreement, Richmond Marketing will support HRI Racecourses with a range of customer-focused initiatives designed to add value to race days. The partnership will include fan engagement activities, hospitality enhancements and new experiences for visitors attending the venues.
HRI Racecourses said the collaboration reflects its wider focus on improving the overall race-day atmosphere and working with partners that contribute positively to the experience of racegoers across its venues.
Ciaran Miley, Head of On-Trade & Out of Home at Richmond Marketing, said the company was delighted to partner with HRI Racecourses and recognised the importance of Irish racing as a major sporting and social occasion.
“We are incredibly proud to announce this partnership with Horse Racing Ireland Racecourses. Horse racing is one of Ireland’s most iconic sporting and social occasions, attracting passionate fans and consumers from across the country,” Miley said.
He added that the partnership would provide opportunities to create memorable experiences for visitors throughout the three-year period.
Rob Crabbe, Commercial Manager of Horse Racing Ireland Racecourses, welcomed Richmond Marketing as a new partner and said the company’s involvement would strengthen the offering at some of the country’s leading racing festivals.
“We are delighted to welcome Richmond Marketing as a partner of HRI Racecourses. Their portfolio of leading brands is a fantastic addition to our race-day offering and will bring exciting activations and experiences for racegoers across our venues,” Crabbe said.
The HRI Racecourses partnership with Richmond Marketing is expected to play a significant role in shaping hospitality and entertainment offerings at several major Irish racing events over the coming seasons.
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