Metrostar saddles up with The Jockey Club

British horse racing brand will tap into its 250-year heritage to attract licensees in global programme led by Metrostar

Written by Rhys Thomas

Posted 03.06.2019 | Lifestyle

Metrostar saddles up with The Jockey Club thumbnail

Historic British horse racing organisation The Jockey Club is embarking on a global licensing programme with agent Metrostar.

The agency won a pitch to manage the property in 2018 and since then has been working with The Jockey Club and its other support agencies to prepare the ground for licensing.

The Jockey Club has made steps into collaborative programmes through product partnerships and activations with car maker Bentley and fine jeweller Boodles. Metrostar is seeking to grow the space through partnerships with prestigious brands and retailers across the world to build a premium and international lifestyle brand.

“The Jockey Club is a quintessentially British sport and lifestyle brand full of history and heritage, yet strongly associated with the very best in fashion, flair, food and, of course, world-class horse racing,” says Claire Potter, Metrostar’s Managing Director. “In making its fascinating collection of assets available to partners, it offers the possibility of completely unique products and collections for a sophisticated international audience. We are tremendously excited by its potential.”

Founded in 1750 The Jockey Club has evolved into a consumer, leisure and lifestyle brand, and is ideal for licensing partners looking for heritage-based British brands. 

Governed by Royal Charter and with The Queen as Patron, The Jockey Club owns 15 of Britain’s leading racecourses, racing properties and stages events, including the world-famous The Randox Health Grand National at Aintree. They are attended by the sport’s biggest stars, royalty and celebrities - all broadcast across the world.

Rebecca Hamilton, Group Head of Marketing for The Jockey Club, says: “We are very excited to work with like-minded, forward-looking brands to bring our spirit to life and create stand-out collections. We are keen to develop beautiful, high quality products and experiences for men and women, which represent a special calibre of style and with the thrill of horse racing at its heart.”

The Jockey Club and Metrostar are attending Licensing Expo in Las Vegas this week.

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