Any lessons here?

[curious]

https://www.bloodhorse.com/horse-racing/articles/288706/france-galop-marketing-campaign-could-serve-as-model

France Galop Marketing Campaign Could Serve as Model

Dollars & Sense with Frank Angst

By Frank Angst 

• Today, 7:00 AM

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As United States racing moves to create a national marketing campaign in 2026, it would be well served to gather some input from France Galop, which recently was honored for its advertising and marketing efforts that aim to reconnect people with the sport.

France Galop, which organizes, regulates, and promotes horse racing in the country, Nov. 19 was honored by the Grand Prix of Sport Business in three categories. It landed the Prix Argent for best marketing by a sports organization for its "sportainement" strategy to reconnect the French public with racing, the Prix Or for the best event activation in support of sport, and the Grand Prix of Sport Business for its "Horses in the City" event.

The Horses in the City event brought together the many aspects of racing to showcase them in a singular event for the public. Backed by the Ministry of Agriculture, the event brought together Paris City Hall, the French Federation of Horse Racing, Association for Training and Social Support of Horse Racing Staff, and the Au-dela des Pistes (a racehorse retraining association). 

For two days in September, French racing showcased many aspects of the sport and industry by taking its story to the people, setting up shop in one of the beloved squares in Paris—the Place de la Concorde, which served as a favored gathering spot during the 2024 Summer Olympics. 

For two days Paris saw horse and jockey parades in a giant paddock—as if a racecourse had been dropped into the city. The free event saw horse riding sessions and demonstrations, activities for children and families, meet and greets with racing's stars, demonstrations by graduates of the retraining program, and giant television screens highlighting top horses and races.

Ahead of the September event France Galop managing director Elie Hennau noted that people would have a chance to make a connection.

"At Place de la Concorde, everyone can admire the racehorses from up close, learn how to ride like a jockey, watch equestrian demonstrations, and learn all about our wonderful sport," Hennau said.

The event attracted more than 35,000 visitors. France Galop president Guillaume de Saint-Seine told Racing Post in September that the event built connection with the public while telling racing's big-picture story.

"It is one of my ambitions to bring horse racing back into the hearts of the French people and what better way than to bring horses into the city," de Saint-Seine said. "I hope many people will come and discover all the professions associated with racing, and to show the passion we have for the horses here."

As U.S. racing is expected to create a national marketing campaign in 2026, taking some lessons from France Galop would be wise. While betting races is the greatest gambling game ever invented and deserves to be promoted, it's important that the sport rebuild its connection with the public. If such a connection can be built, it would prove the best investment long-term.

As for that process of building more powerful connections? Racing and breeding's agricultural ties provide plenty of opportunity. Then there are our many stories to tell: farms, training centers, sales, tracks, and retirement farms to name a few. This should be a strength in building these connections. 

Professional soccer teams throughout the U.S. have done a great job with this approach. Without the tradition that football and baseball have enjoyed in the U.S. these teams have understood the need to connect. Many have backed youth programs, and fostered connections with local restaurants and bars. It's a buy-local approach taken to sport. Such an effort in racing can build fans and good feelings overall, which can be critical during times the sport pursues initiatives with government.

Good news for racing? The sport has the best of God's creatures in building such a connection: the horse.

France Galop certainly leaned into that approach.

"With the inaugural edition of Horses in the City we aimed to engage Parisians at the Place de la Concorde, in line with our mission to bring racing back into the hearts of the French people," de Saint-Seine said. "These awards bring pride to the entire industry and inspire us to keep offering unique experiences at our racecourses." 

[Huey]

You mean they need to copy off our "Grand Tour" in France?

[Chief Stipe]

2 hours ago, Huey said:

You mean they need to copy off our "Grand Tour" in France?

WTF are your ideas?  That's right you don"t have any!

[Huey]

47 minutes ago, Chief Stipe said:

WTF are your ideas?  That's right you don"t have any!

The Grand Tour ... get in behind the concept @Chief Stipe!

[Special Agent]

I guess that's what the Thoroughbred Week in Australasia is trying to achieve.  The Horse Expo many moons ago at Ellerslie definitely brought an awareness to everyday NZ'ers.

Good on France for what they are doing.  You have to love anything that brings attention back to the horses and people involved, and turning your back on the OTT health and safety regulations and the woke people for a brief time.

[Huey]

1 hour ago, Special Agent said:

I guess that's what the Thoroughbred Week in Australasia is trying to achieve.  The Horse Expo many moons ago at Ellerslie definitely brought an awareness to everyday NZ'ers.

Good on France for what they are doing.  You have to love anything that brings attention back to the horses and people involved, and turning your back on the OTT health and safety regulations and the woke people for a brief time.

Agree , but you can't beat a piss up & a party for sustained genuine involvement in the sport ... the racing world can learn a lot from us! 

[hesi]

I've always maintained that the reason racing started to go downhill, has been the lack of concerted marketing and promotion each year, to present racing to each new generation (they have missed 3 now) and build a nationwide brand.

It has been happening since the 90's, when sports like rugby, casinos and Lotto started actively marketing their product to the mases to capture that disposable dollar.  At the time, it was full on, on what was the only medium, mainstream media

Racing never competed to retain their share of the market, that they had a good hold on still in the 90's.  Marketing 101, if you don't market and promote your product for 30+ years, you are going to suffer.  

The Grand Tour is the right idea, but it is mainly marketed to those already aware of racing, not to potential new customers, so fails as a marketing and promotion strategy

[Chief Stipe]

37 minutes ago, hesi said:

The Grand Tour is the right idea, but it is mainly marketed to those already aware of racing, not to potential new customers, so fails as a marketing and promotion strategy

I don't believe it is entirely the wrong strategy.  Just needs tweaking as you infer.  It is reaching new young customers but probably not as effectively as it could.  No point marketing to the captured especially the older one's.  I ventured into The Grand Tour area about a year ago and found the whole setup very well done.  A group of us actually stayed and watched the rest of the races from our bar stools overlooking the pre-parade ring.  The young people there were certainly more entertaining than old miserable moaners in the members stand!

Also a friend who was in Christchurch for Cup week passed on some feedback from a bar manager at one of the many new bars on the Riverside section next to the Avon.  The bar manager's view was that he was surprised at the number of young people who were increasingly talking about racing before and after cup week.  He himself was a newcomer and uses BETCHA.  So maybe there are some green shoots.  

But as you say at least we are seeing some marketing expenditure but maybe not quite targeted right yet.

[Chief Stipe]

6 hours ago, Huey said:

The Grand Tour ... get in behind the concept @Chief Stipe!

I am and have been a part of it.  Needs tweaking but a damn good start.  Shame your Grand Tour days are well behind you and lets face it spending a marketing dollar targeted at you and your peer group would be a negative investment.

[Huey]

17 minutes ago, Chief Stipe said:

I am and have been a part of it.  Needs tweaking but a damn good start.  Shame your Grand Tour days are well behind you and lets face it spending a marketing dollar targeted at you and your peer group would be a negative investment.

Someone somewhere may do it though,  that's why the industry needs a clever chap like you on a racing club committee! 

 

[Chief Stipe]

8 minutes ago, Huey said:

Someone somewhere may do it though,  that's why the industry needs a clever chap like you on a racing club committee! 

Well as I said earlier @Huey thank you again for your vote of confidence but as I also said there are too many cynical types like yourself ensconsed on these committees.

[hesi]

NZTR have actually built a brand, quite a nice one too, called Love Racing.  But it is intra industry, so largely a waste of time as a promotion of the industry

[Chief Stipe]

@Huey I was just checking tickets for Waikato Cup Day - you can still get The Grand Tour tickets only $30 and good music.  

Unfortunately every other are is sold out and I gather that The Grand Tour will be sold out within a week.   In the memory of @TAB For Ever "it's all happening!"