The QIPCO British Champions Series is one of the most significant changes in the history of horseracing.

With a primary objective of attracting new audiences the creation of a season long Flat racing narrative involving British horseracing’s most iconic races, the very best thoroughbreds, jockeys, trainers and courses presents British horesracing with a wide variety of new engagement and commercial platforms.

Our role was to work initially with Racing for Change and then BCS Ltd to develop a positioning for the series that had to both appeal to sports fans and build a critical commercial offer that ensures the series growth and appeal to new markets. Thereafter, it was to develop the series identity and branding programmes that delivered the new narratives in all key media.

The identity and branding bridges the positioning and business model through a premium sporting offer and captures the essence of the thoroughbred and its speed while acknowledging racing’s heritage in a modernistic way that exuded high-quality and reflected the ultimate competitive narratives of the series.