Bringing back the Rush

FOR the first time in the history of South African horseracing, a single unified brand will now represent the sport.

Racing. It’s a Rush was officially launched on Tuesday August 12 in Johannesburg with the aim of bringing horseracing back to the forefront of the lifestyle entertainment industry in South Africa.

The new brand will bring all the major roleplayers under one umbrella in order to promote the sport of horse racing to the broader public.

“Part of the beauty of horseracing is the multitude of different interests and parties involved. In order to re-establish ourselves as an enduring and sustainable brand, all of the major players have joined 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,” said Michael Varney, spokesperson for Racing. It’s a Rush.

“We want to discover, engage and attract a loyal following of new fans, sponsors and media to our sport, while recognising and reinstalling confidence and excitement in our existing fan base,” he said.

“Racing. It’s a Rush is a brand that is relevant, fresh, locally inspired and exciting. Racing is not just about gaming, a day at the races is part of a tangible lifestyle. The sport has a valuable heritage in South Africa, but requires a new generation of fans. Ultimately we want to bring back the glamour, the excitement, the thrill and the rush of horseracing in South Africa,” Varney said.

On trend with the evening’s big announcement was the ever elegant and formidably talented Unathi Msengana, who kept all present captivated.

A host of striking models dressed in JJ Schoeman’s latest range of evening gowns showcased the picture-perfect link between fashion and horseracing.

The launch of this new lifestyle entertainment brand attracted many of South Africa’s prominent faces, who assured us that they would soon be glamming up for a day at the races.