HRI Partners With Marketing Agency

Horse Racing Ireland has entered into a three-year partnership with sports marketing agency Two Circles with the goal of growing racecourse attendance and improving customer experience. The partnership comes on the back of a pilot project between the two organizations that allowed them to gain a better understanding of who Irish racing's customers are and what drives their relationship to the sport. Two Circles also works with the likes of the RCA (Racecourse Association), Great British Racing, The Jockey Club, Ascot Racecourse, Goodwood, Juddmonte Farms, World Horse Racing, the Hong Kong Jockey Club and the Australian Turf Club.

Paul Dermody, chief executive of HRI Racecourses Division, said, “We're hugely passionate about making Irish racing the best day out in sport, and to do that listening to our fanbase and understanding what they want from a day at the races is critical. Two Circles have already become a valuable extension to our team and we believe their expertise will give us the customer insight and strategic guidance to achieve our objectives for the benefit of Irish racegoers.”

George Foster, Two Circles client services director, added, “Horse racing in Ireland is of the highest quality and the sport holds a unique cultural relevance in the country. We are therefore excited to be putting customer insight and experience at the heart of HRI's strategy to grow interest and attendance in the sport over the coming years.”