Virgin Bet inspires next gen of women in horse racing via new initiative

Virgin Bet has announced its first-ever Women’s Day event – the latest social impact initiative from the operator, working towards a goal to create a more inclusive environment.

Taking place at the Virgin Bet Raceday on 9 March at Ayr Racecourse, the day will serve as a platform to celebrate women in racing, and exists as part of Virgin Bet’s new brand purpose, ‘A Good Bet’.

This campaign will focus on ways in which the brand can break down pre-existing barriers within sports and culture at large.

Virgin Bet Marketing Director, Ric Leask, stated: “There are many incredible women involved in making horse racing the spectacle that it is, and for too long, their role has arguably gone uncelebrated and un-thanked. 

“At Virgin Bet, as part of our ‘A Good Bet’ brand campaign, we want to make sport more accessible and to highlight brilliance, no matter who the subject, and this initiative is doing exactly that.”

Meanwhile, for the upcoming event, the operator has partnered with presenting star Natalie Pike, who will be acting as compere throughout events on the day, and as a trailblazing figure in broadcasting, further boosting Virgin Bet’s message of inclusion within sport.

Pike added: “I’ve loved being a part of creating this project with the teams at Virgin Bet and Ayr Racecourse, and hope it can inspire the next generation of incredible women working in horse racing. 

“Sport is for everyone, and activations such as this are crucial to ensuring inclusivity and safety for women at events, and ultimately heroing the brilliant people who work in the sport.”

Additionally, attendees will be able to watch a pair of panels hosted by Pike which will look to inspire thought and lead conversation.

Virgin Bet has also promised to continue to provide memorable experiences, with opportunities for female attendees to pick the Best Turned Out Award before each race and present the trophies to the winners. 

A donation will also be made to Ayr Racecourse charity partner, the Ayrshire Cancer Support charity, which works to provide support to the local community. 

Furthermore, for the event, the betting company will be partnering with WalkSafe, an app developed to provide women with confidence and support when walking alone.

Ayr Racecourse Marketing Manager, Lindsey Smith, concluded: “It’s fantastic to host Virgin Bet’s inaugural Women’s Day activity and our racecourse, and from minute one, we have wanted to back this campaign with everything we have. 

“We are so proud to work with, host, and pay respect to an incredible array of women within this beautiful sport, and this work will go a long way to bringing attention to these excellent people.”