Building Europe's Most Engaged Racing Brand
Strategic digital transformation for Sky & Arena Racing's flagship media platform, scaling audience engagement through viral content strategy and social channel monetization.
Role
Digital Strategy & Content Leadership
Client
Sky (News Corp) & Arena Racing Company
The
Challenge
At the Races was losing ground to emerging digital competitors despite having premium TV distribution across UK and Ireland. Audience growth had stagnated, and social engagement rates lagged behind industry benchmarks. The brand needed to evolve from broadcast-only to digital-first while maintaining its authoritative position in horse racing media.
We had premium content but couldn't break through the social noise.
The
Strategy
Social Channel Architecture
Built integrated video and social ecosystem across Facebook, Twitter, YouTube, and Instagram optimized for algorithmic reach and audience growth.
Viral Content Engine
Developed data-driven content strategy that transformed race highlights into shareable moments, creating multiple viral campaigns that broke through mainstream media.
Monetization Framework
Implemented commercial strategy for social channels including sponsored content, affiliate partnerships, and premium betting integrations.
Impact
& Results
From 50K to 250K+ engaged followers across all platforms
Became most socially engaged horse racing brand in the UK
Viral campaigns reaching millions beyond core audience
Most engaged racing brand on social media in UK
Social channel monetization through partnerships
Suominen
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