Square In The Air Lands lead International PR Of Saudi Cup 2021 Deal

A big client account has been won by Square in the Air, having been named as the lead PR agency of the forthcoming ‘Saudi Cup 2021’ festival of the Jockey Club of Saudi Arabia.

The industry PR specialist agency will lead international public relations, communications and outreach for the flagship event of the Jockey Club of Saudi Arabia, regarded as the most important fixture of global horseracing.

On Saturday 20 February, the $20 million (£15 million) dirt race over nine furlongs (1800 metres) takes place at King Abdulaziz Racetrack in Riyadh , Saudi Arabia.

As the highlight of a two-day racing festival, with a total prize pool of $30.5 million, the Saudi Cup will attract the world’s leading studs.

Bill Esdaile, Square in the Air’s Managing Director, said: “We are incredibly proud to be working with the Jockey Club of Saudi Arabia to promote The Saudi Cup 2021, the world’s most valuable horserace.

“The first year was a huge success and they have done a phenomenal job to create this special international racing event in such a short space of time. We’re really looking forward to showcasing all the exciting stories in the lead up to the meeting in February.”

The inaugural Saudi Cup took place in February 2020, highlighting a range of firsts for the Kingdom, including the unveiling of the first turf track in the world and the celebration of the first female jockeys to compete in the country under the rules and also win races on Friday as part of the International Jockeys Challenge.

A full international media relations service will be offered by Square in the Air, assisting with the activation of content campaigns and managing the social media platforms of the Saudi Cup.

Tom Ryan, Saudi Arabia’s Jockey Club, Director of Strategy and International Racing, added: “We were impressed with Square in the Air’s creative and practical response to the brief and we’re excited to be working with them to help promote The Saudi Cup 2021.

“It has been a very difficult year for everyone around the world and there are certainly challenges staging a large international meeting like this, but we are determined to deliver an enjoyable and safe event that celebrates the horse, an animal that has had such a strong influence over the development of Saudi culture.”