Background

As RMG’s international channel, Racing TVi stands as the global home of the very best British and Irish racing — a premium broadcaster bringing the heartbeat of legendary racecourses to fans and bookmakers around the world. No one offers more live coverage. No one tells the story of the turf quite like Racing TVi.

Italy has long been a passionate racing nation — a market that values sport, tradition, and drama. With recent changes to Italian betting laws, bookmakers can now offer betting on all overseas content — opening the gates to a new era of excitement and choice for Italian punters.

Objective

Our mission was clear: introduce Racing TVi to Italian audiences with a campaign that captured the heritage, prestige, and thrill of British and Irish racing — and inspire bettors to experience it for themselves.

We set out to create a 30-second hero film and 10-second cutdowns, in both English and Italian, designed to play across bookmakers and digital environments.

Strategy

To bring authenticity and emotional power to the campaign, we turned to one of racing’s most iconic figures — Frankie Dettori, Racing TVi’s ambassador and a sporting legend beloved on both sides of the Channel.

Through Frankie’s unmistakable charisma, we positioned British and Irish racing as premium, world-class, and utterly unmissable — steeped in history yet alive with energy.

Execution

The film was a love letter to racing: fast, elegant, and cinematic. Against a backdrop of sweeping racecourses and pounding hooves, Frankie’s voice invited Italian audiences to witness the pinnacle of the sport — the moments that make champions, the passion that fuels legends.

With dual-language versions, the creative seamlessly bridged cultures — honouring the grandeur of British and Irish racing while speaking directly to Italian punters’ love of drama and spectacle.

Outcome

The campaign positioned Racing TVi as the definitive destination for world-class racing in Italy — a premium, emotional brand experience that connected racing heritage with a new wave of international excitement.

When Frankie said it best: “This is where racing lives.”
And now, for Italy — it’s where the journey begins.