{"id":3040,"date":"2022-04-14T15:43:54","date_gmt":"2022-04-14T15:43:54","guid":{"rendered":"https:\/\/performancecomms.flywheelsites.com\/the-impact-of-rachael-blackmore-on-horseracing\/"},"modified":"2023-11-30T11:13:43","modified_gmt":"2023-11-30T11:13:43","slug":"the-impact-of-rachael-blackmore-on-horseracing","status":"publish","type":"post","link":"https:\/\/performancecomms.com\/me\/blog\/the-impact-of-rachael-blackmore-on-horseracing\/","title":{"rendered":"The Impact of Rachael Blackmore on horseracing"},"content":{"rendered":"

Ok so she didn\u2019t make it two years in a row at the Grand National but that still doesn\u2019t take away from what has been an amazing 12 months for Rachael Blackmore.<\/p>\n

Her Gold Cup win at Cheltenham unsurprisingly made headline news, turning the public\u2019s attention away from recent scandals<\/a> and allegations of bullying<\/a> in the world of horseracing and making us focus on the success of a female in a typically male environment. Racing fans must be delighted.<\/p>\n

But apart from a bit of positive PR, what impact will Rachael\u2019s wins actually have on attracting more women into the sport?<\/p>\n

Public interest<\/h2>\n

Let\u2019s start with viewing figures. This year\u2019s Grand National attracted a peak audience of 7.5 million people which was down on the 8.8 million who watched Blackmore\u2019s win in 2021. However, the audience share was higher this year, 39% compared to 32% last year.<\/p>\n

While it\u2019s a downward trend for the Grand National\u2019s viewing figures, the racing audience for the Cheltenham Festival was the \u2018highest for over ten years\u2019. ITV reported 1.6 million people watched Rachael\u2019s win<\/a> which equated to a 19% audience share. The race was also broadcast in the US for the first time. However there is no breakdown of the demographics of those viewers. With the same number of people watching Tiger Roll\u2019s last race in the Cross Country Chase, it could just be that racing overall has become more popular, rather than it having anything to do with a female jockey.<\/p>\n

The good thing is Blackmore\u2019s win was described as making history and got widespread pick-up across the media. Research from the Women\u2019s Sport Trust<\/a> in 2021 showed that Rachael received a total of 36 mentions on UK TV news outlets in the week following the Cheltenham Gold Cup race (19\/03-26\/03), 9 more than Jack Kennedy, despite him being the winning Gold Cup jockey. It also shows that after her Grand National win, she got more mentions in the news for that win than Kennedy got for his Gold Cup win (47 mentions vs 27 mentions).<\/p>\n

Sponsor activity<\/h2>\n

If we focus on Cheltenham, this year was the first time Boodles<\/a> sponsored the Gold Cup. They\u2019re not new to the world of horseracing, having been a sponsor of Cheltenham since 2014. But they must have jumped for joy when she won. However apart from an image from before the event, I haven\u2019t seen anything else from Boodles which feels like a missed opportunity.<\/p>\n

\"\"<\/p>\n

(Image courtesy of Boodles<\/a>)<\/p>\n

PaddyPower, another sponsor, referenced Rachael in their pre-Cheltenham video<\/a> they shared on their social channels and then again after her win, as a response to GB News announcing her as their favourite Briton<\/a>. It would have been nice to see them do something else as a response to this historic win.<\/p>\n

\"\"<\/p>\n

(Image courtesy of Talksport<\/a>)<\/p>\n

The future<\/h2>\n

According to GB Racing<\/a>, wins by female jockeys increased by 76% between 2015 and 2019 and women now make up almost a quarter of all riders across flat and jump racing. So we know that more women are competing and winning.<\/p>\n

\"\"Lucy Turner, who won the Amateur Jockeys\u2019 Handicap Chase on Venetia Williams\u2019 horse Chambard, has said she\u2019s been inspired to turn professional by Rachael\u2019s feats.<\/p>\n

It\u2019s not just about the jockeys. Trainer Venetia Williams has, according to reports<\/a>, had her best season for years. Then there are organisations like Women in Racing<\/a> which exist to develop the profile of women across the horse racing industry, including media, training yards and associated sectors.<\/p>\n

Going forward, I think more brands will be looking at horse racing now as a partnership opportunity, I believe more girls will see being a jockey as a potential professional career option and I hope more women will watch it on TV and engage with those female jockeys to help grow their profiles.<\/p>\n

It\u2019s worth remembering that women have only been allowed to ride professionally in the last 50 years. I hope it won\u2019t be another 50 years until we have another female winner at the Grand National or Gold Cup.<\/p>\n

Image courtesy of Charlie Boss on LinkedIn<\/a><\/p>\n

Nicola<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Ok so she didn\u2019t make it two years in a row at the Grand National but that still doesn\u2019t take away from what has been an amazing 12 months for Rachael Blackmore. Her Gold Cup win at Cheltenham unsurprisingly made headline news, turning the public\u2019s attention away from recent scandals and allegations of bullying in […]<\/p>","protected":false},"author":1,"featured_media":3041,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[818,1657],"tags":[1319],"class_list":["post-3040","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-sport","tag-womens-sport"],"acf":[],"yoast_head":"\nThe Impact of Rachael Blackmore on horseracing - Performance Communications<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/performancecomms.com\/me\/blog\/the-impact-of-rachael-blackmore-on-horseracing\/\" \/>\n<meta property=\"og:locale\" content=\"ar_AR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Impact of Rachael Blackmore on horseracing - Performance Communications\" \/>\n<meta property=\"og:description\" content=\"Ok so she didn\u2019t make it two years in a row at the Grand National but that still doesn\u2019t take away from what has been an amazing 12 months for Rachael Blackmore. 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