Horse racing is a major sport in England with a long standing history. The Sport of Kings campaign aims to promote a series of luxury horse racing itineraries to horse racing enthusiasts in the Middle East, and to inspire them book these experiences.
Chester are fortunate to be part of the prestigious group of courses involved in this project, now in its second year. The other racecourses involved are Ascot, Newmarket, Royal Windsor and York.
For centuries horseracing has been linked with the English monarchy. King after king, with the occasional Queen, has made this sport what it is today. A day at the races is a chance to experience England’s history and tradition, with access to exclusive packages at England’s finest racecourses; Ascot, Chester, Newmarket, York and Windsor. Each course has been hand-picked for its world class facilities in addition to its individual character and charm.
The history of England is the history of horseracing, from its humble beginnings to today’s Royal family’s continuing passion and patronage for the sport. A day at the races is a chance to experience English history and tradition. Sport of Kings” was created to provide a series of luxury horseracing itineraries, specially curated for the GCC horseracing aficionado. It was officially launched during the Dubai World Cup in March with two events focusing on raising the brand’s profile with key media titles and consumers and is the first collaboration of its kind among England’s leading racecourses.
The luxury itineraries are currently available for American Express Middle East Cardmembers and to the wider public with the help of Travel Counsellors UAE. The itineraries have been created with the help of luxury hotel providers, itinerary partners and Great British Racing International.