Celebrating Women’s Day in Racing
Virgin Bet
To deliver a creative activation that showcased Virgin Bet’s commitment to accessibility in sport and betting, and brought their brand mission, ‘A Good Bet,’ to life in a fun and straightforward way.
The third Women’s Day at Kempton Racecourse built on previous activations at Ayr and Doncaster, continuing to challenge barriers in sport and culture and demonstrating a long-term commitment to inclusivity.
Presenter Natalie Pike hosted the day and joined PR interviews. The activation featured a Women in Racing panel with Emma Kay, Founder of WalkSafe; Hayley Moore, Sky Sports Racing presenter; Laura Perkins, Veterinary Nurse; and Gemma Waterhouse, COO of Racing Welfare, who shared insights on careers, challenges, and advice for aspiring women in racing.
A £28,000 donation to Racing Welfare was highlighted with a cheque handover and photo moment with Natalie and Gemma. Key media were invited to attend across national and iGaming trade titles, supported by a press release sent to regional, national, horse racing, and iGaming trade media to ensure the event and its messages reached the right audiences.
Attending media were impressed by the passion and insight on display, leading to very supportive coverage. Alongside these features, additional pieces across national, regional, iGaming trade and horse racing titles brought the total to 17 pieces of coverage, all capturing the vibrancy of the day and shining a spotlight on Virgin Bet’s ‘A Good Bet’ messaging and ongoing commitment to inclusivity in racing.
