Bringing back the rush

The South African sport of horse racing has re-positioned itself to be a formidable player in the local entertainment industry.

This follows the launch of a horse racing campaign, Racing – it’s a Rush which seeks to bring back horse racing to the forefront of the lifestyle entertainment industry in South Africa, and for the first time in the history of South African horse racing, a single unified brand will now represent the sport.

The brand launch was held at the Bullion in Braamfontein under the guidance of charismatic media personality, Maps Maponyane.

“Part of the beauty of horse racing is the multitude of different interests and parties involved,” said spokesperson for Racing – It’s a Rush, Michael Varney.

“In order to re-establish ourselves as an enduring and sustainable brand, all of the major players have joined together to launch a campaign aimed at elevating this incredible sport, promoting its core values and messages to all South Africans in our aim to redefine racing as the destination of business, sport, lifestyle and entertainment.”

Speaking at the launch, Varney said they wanted to discover, engage and attract a loyal following of new fans, sponsors and media to the sport, while recognising and re-instilling confidence and excitement in the existing fan base.

On trend with the evening’s big announcement was the talented singer, Unathi Msengana who kept the guests captivated, including a host of striking models dressed in JJ Schoeman’s latest range of evening gowns which showcased the picture-perfect link between fashion and horse racing.