JOCKEY CLUB OF SAUDI ARABIA: A LEGACY REIMAGINED

Since its establishment in 1965, the Jockey Club of Saudi Arabia (JCSA) has been a pioneer in the Kingdom’s horse racing industry.

As the driving force behind Saudi Arabia’s global equestrian presence, JCSA sought a dynamic brand identity that seamlessly blends its royal heritage with modern prestige.

With an evolving audience and expanding international ambitions, the club required a sophisticated strategy to reinforce its legacy while advancing its global appeal.

Elite Racing Seasons: Riyadh & Ta’if

JCSA hosts two major racing seasons:

  • Riyadh Racing Season (October – March): Home to the world-renowned Saudi Cup, attracting top-tier competitors.
  • Ta’if Season: The only summer racing event in the GCC, expanding the region’s equestrian calendar.
Strengthening JCSA’s Brand Presence

These prestigious events draw elite racers, global audiences, and key stakeholders, making a strong, cohesive brand identity essential for maintaining JCSA’s leadership in the equestrian world.

Honoring Heritage, Embracing the Future

As competition in horse racing intensifies, JCSA needed a modern yet heritage-driven brand to engage today’s audiences while preserving its legacy.

Beyond Racing: Cultural & Economic Influence

JCSA is more than a racing organization—it’s a pillar of Saudi Arabia equestrian culture, driving economic growth and tourism while positioning the Kingdom as a global hub for horse racing.

By reinforcing its cultural significance and international influence, JCSA continues to shape the future of equestrian excellence.

In 2022, JCSA embarked on a strategic brand reinvention. Collaborating closely with key stakeholders, THE ONLY AGENCY crafted a bold new identity that respects the club’s distinguished traditions while positioning it as a dominant force in the international racing circuit.

The goal was to create a brand narrative that instills confidence, establishes credibility, and evokes a sense of pride among racing professionals and enthusiasts alike.

THE ONLY AGENCY conducted extensive brand research and a comprehensive competitive analysis to refine market positioning and identify key differentiators.

  • Conducted immersive strategic brand workshops to align vision, objectives, and stakeholder expectations.
  • Designed a revitalized brand identity that captivates both local and global audiences, seamlessly integrating traditional and contemporary design elements.
  • Developed a compelling brand story that effectively communicates JCSA’s mission, values, and aspirations on an international stage.

  • Executed a seamless rebranding initiative across digital and physical touchpoints, ensuring consistency for stakeholders.
  • Developed comprehensive brand guidelines to maintain a unified brand representation across marketing materials, events, and media platforms.
  • Transformed the King Abdulaziz Racetrack with striking environmental branding, embedding the refreshed identity into its prestigious landscape through bold visuals and premium signage.
  • Designed exclusive branded collateral, including event merchandise, promotional materials, and high-impact digital assets, to reinforce brand awareness.

  • Launched a powerful multi-channel advertising strategy to engage global audiences through traditional and digital media platforms.
  • Strengthened JCSA’s social media presence, amplifying engagement and storytelling through immersive content.
  • Produced high-end corporate videos and compelling photography that capture the grandeur and prestige of Saudi Arabia’s equestrian legacy.
  • Developed engaging content showcasing major racing events, behind-the-scenes insights, and exclusive interviews with industry experts and key figures.

Seamless Integration & Global Recognition

The revitalized brand identity was seamlessly incorporated into JCSA’s marketing and event experiences, strengthening its presence both locally and internationally. This transformation reinforced JCSA’s position as a global leader in horse racing, blending its rich legacy with a progressive vision for the future.

Strengthening Partnerships & Expanding Reach

Through a cohesive branding strategy, JCSA left a lasting impression on international stakeholders, enhanced partnerships, and attracted new audiences to its premier racing events.

Measurable Success & Increased Engagement

The brand evolution led to higher digital engagement, increased interest from global racing professionals, and a stronger perception of JCSA as a world-class equestrian institution.

Leading the Future of Horse Racing

With a refined visual identity and strategic marketing approach, JCSA is now positioned to drive the future of horse racing while preserving its esteemed Saudi heritage.

  • Extensive Brand Research & Competitive Analysis
  • Strategic Branding Workshops
  • Cutting-Edge Brand Identity Development
  • Immersive Environmental Branding & Venue Transformation
  • Integrated Advertising & Social Media Strategy
  • High-End Corporate Video Production
  • Event Branding & Merchandise Design

Through THE ONLY AGENCY’s expertise in branding, advertising, and media production, we empowered JCSA to redefine its global presence while preserving its rich Saudi heritage.

By combining meticulous research, strategic execution, and high-quality creative direction, we crafted a brand identity that ensures JCSA’s legacy remains timeless while embracing the future of equestrian excellence.