Always-On Racing, United Under One Brand

This project focused on creating a single global brand identity for a horse and greyhound racing media and broadcast alliance formed from four leading international partners, RMG, Arc, Tabcorp and 1st. The objective was to unite these established organisations under one coherent brand that could clearly express scale, trust, and innovation while delivering 24/7 live racing data and streaming from 13 countries to a worldwide audience.

The Challenge

Although the partners collectively dominated the market, they were perceived as fragmented due to differing identities and regional focus. The challenge was to unify multiple market leaders without losing credibility, create trust with operators, regulators, and bettors, and design a brand that worked first and foremost for a B2B audience while still supporting end-user engagement. Above all, the brand needed to reflect the reliability and performance required to power always-on global betting markets.

Strategic Insights

The key insight was that the alliance’s real strength was not just volume of content, but continuity. With racing taking place somewhere in the world every few minutes, the brand was positioned as a modern global infrastructure layer rather than a traditional racing broadcaster. It represents constant availability, seamless international coverage, and data integrity at scale, supporting 148,000 races each year and enabling unrivalled betting opportunities across distributors, sportsbooks, casinos, and digital platforms.

Brand Development

The visual identity was designed to balance authority and clarity, using a bold modular logo to symbolise convergence, a highly legible typographic system optimised for data-heavy environments, and a broadcast-ready colour palette. Motion and UI elements were inspired by speed, precision, and timing, allowing the brand to perform consistently across live broadcast graphics, data feeds, betting platforms, and partner communications.

A hybrid brand architecture was introduced, with the new master brand leading globally while legacy partners were subtly endorsed in trade and corporate contexts. This ensured clarity in-market while maintaining stakeholder confidence. The tone of voice is confident, authoritative, and precise, focusing on performance, reliability, and opportunity rather than hype.

Brand Pillars

1. Always On – Continuous live racing across time zones

2. Global Authority – Coverage spanning 13 countries and multiple racing codes

3. Unrivalled Scale – 148,000 races annually

4. Trusted Performance – Built for operators, distributors, and regulated markets

Results

The result is a unified flagship brand that has positioned the alliance as the default global source for live racing data and streaming. More than a media identity, the brand now operates as a critical piece of global betting infrastructure, delivering non-stop racing to a worldwide audience with absolute reliability.