RACING is steeped in history and tradition, yet when we talk about engaging a new audience, as we often do, we look more to the future than the past.

The rich heritage of our sport should be an important selling point, connecting the heroes of the past with our current heroes and creating a very tangible story that sweeps our new audience into that bright future of permanent anticipation. The roll of honour of our showcase races doesn’t require any jargon-busting or explanation and advertises without fuss the promise of the next renewal.