Arena Racing Company operates racecourses and racing events across the UK, and needed to build awareness for Racing League — a brand new regional team format designed to attract sports fans and late-summer leisure seekers beyond the traditional racing audience. Terrier Agency delivered a geographically targeted influencer campaign to put the event in front of them.
We matched creators to each of the five Racing League venues — Doncaster, Lingfield, Windsor, Newcastle and Southwell — offering free tickets, merchandise and drinks alongside a unique 10% discount code for their followers. The outreach secured 55 confirmed influencers with a combined following of over 2.3 million, and their stories and posts generated 319,119 impressions.
The campaign introduced Racing League to audiences who had never engaged with horse racing before, pairing experiential content with a measurable route to ticket sales.
Five Venues, Five Race Days, One Campaign
A new event format has no history for an audience to trust, so Racing League needed proof it was worth attending before people would show up. Matching creators to each of the five host venues by name — rather than running one national push — meant every piece of content pointed at a specific, bookable race day, with a free ticket, merchandise and a personal discount code as the reason to act rather than just watch. That mirrors how Terrier structures any campaign with a physical event at the centre: the shortlist is built around who can genuinely turn up and film the day, not who has the largest following nationally.
What 319,119 Impressions Represent
319,119 impressions from 55 confirmed creators with a combined following of 2.3 million is an awareness figure — how many people were shown Racing League content — not a ticket-sales number. For a format built to pull in people who had never watched horse racing before, that scale of impressions across five separate venues is the visibility a brand-new event needs before a discount code can convert anyone, which is the “measurable route to ticket sales” the page’s own closing line describes rather than a claimed sales total.
