Endemol Shine is off to the races at Newmarket for an official race day experience inspired by – and by order of – The Peaky Blinders.
Endemol is teaming up with Jockey Club to transform three themed enclosures this August, transporting racegoers back to the 1920s for a day of live music, bathtub gin and expert horsemanship.
Fans can enjoy a drink and dance at the Eden Club, or meet Monaghan Boy, Thomas Shelby’s horse from the show, and gain a live education in horsemanship with The Devil’s Horsemen, the show’s experts.
“We are so excited to be officially working with The Jockey Club and Newmarket Racecourses for the event,” says Jane Smith, Director of Brand Licensing and Strategy at Endemol Shine.
“Bringing Peaky Blinders to life for fans is a cornerstone of our brand licensing strategy and partnering with organizations such as The Jockey Club, who share our passion to deliver a fantastic experience for racegoers and Peaky fans alike is testament to this.”
Tickets to the experience, taking place 3 August on The July Course at Newmarket, are now available. Visitors are encouraged to fully embrace the theme and make Peaky Blinders-inspired fashion choices on the day: tailored jacket, braces and flat cap for the gents, and for the ladies, lavish flapper and drop waist dresses, elegant pearls and feather headdresses. There will be prizes for the best lookalikes on the day.