A new series of brief documentaries has been released by Fitzdares, the first of which will pay tribute to the late British flat racing horse trainer Sir Henry Cecil.
On 20 November, the documentary film, entitled ‘Honour,’ will be released on Fitzdares social media sites, with BAFTA and Olivier award-winning actor Toby Jones voicing the series.
William Woodhams, CEO of Fitzdares, commented about the new series: “We are so proud to present such a wonderful tribute to such a legendary man. Sir Henry captured the imagination of a nation and is an icon of our wonderful industry and particularly Royal Ascot.
“At Fitzdares we are not big fans of bookmaker advertising and decided to invest instead in our ‘honour’ series of short documentaries to celebrate the real heroes and icons of sport. It is fitting that our first is Sir Henry Cecil.”
This follows a survey conducted during the lockdown by Fitzdares, whereby the team of bookmakers and representatives were asked who their ‘racing icon’ was with a ‘overwhelming percentage of votes’ going to Sir Henry Cecil.
Honour will concentrate on the ‘incredible storey of daring and strength of will’ of the mentor, looking at his personal life, family tragedies and his ‘formidable tale of courage’. The initiative would also raise funds for East Anglia’s Children’s Hospices, a Sir Henry Cecil-favoured charity.
Fitzdares acknowledged at the start of the series that the project represents a step away from conventional marketing campaigns without a ‘call to action’.
The documentary will be hosted on the Fitzdares website and through the digital platforms of Sky Racing. The Sky Sports Racing TV channel will be running a shorter version, from the Ascot Meeting on November 20th to the Ascot Meeting on December 20th.
The bookmaker added that for 2021, with tributes to football stars and National Hunt racing, more ‘Honour’ movies are scheduled.
We pay tribute to Sir Henry Cecil, the legendary trainer and flat racing icon!
⭐️ In support of @EACH_hospices – please share ⭐️
— FITZDARES (@Fitzdares) November 20, 2020