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Horse Racing Ireland Racecourses and Richmond Marketing announce new three-year partnership
Wednesday, 05 August 2026
Derek Burns (Regional Business Manager, Richmond Marketing), Gina Holland (Trade Marketing Manager, Red Bull, Richmond Marketing), Robert Crabbe ( Commercial Manager of Horse Racing Ireland Racecourses), and Joe Fitzmaurice (Commercial Manager – Alcohol, Richmond Marketing).
Horse Racing Ireland (HRI) Racecourses has today announced a new three-year category partnership with Richmond Marketing, becoming the official energy drink (Red Bull), hard seltzer (White Claw) and spritz (Aperol, Sarti Rosa, Campari & Crodino 0.0%), partner across HRI's four racecourses at Fairyhouse, Leopardstown, Navan and Tipperary.
The partnership will commence at Leopardstown Racecourse on Saturday September 12 on day one of Irish Champions Festival, the premier Flat racing festival at the Dublin racecourse, where racegoers will experience the first brand activations from Richmond Marketing's portfolio when the Aperol Terrace comes to life. The stylish new Aperol Terrace promises to be the festival's ultimate social hub, blending world-class racing with a premium hospitality experience.
The partnership will extend across HRI Racecourses' flagship events, including the Dublin Racing Festival and Student Day at Leopardstown, Fairyhouse Easter and Winter Festivals and Navan Racing Festival.
Throughout the three-year agreement, Richmond Marketing's brands will play a key role in enhancing the race-day experience through premium beverage offerings, engaging fan activations and elevated hospitality experiences.
The collaboration reflects HRI Racecourses' ongoing commitment to enhancing the customer experience by partnering with leading brands that add value to race-days and create memorable experiences for racegoers across its venues.
Speaking on the announcement, Ciaran Miley, Head of On-Trade & Out of Home, commented: “We are incredibly proud to announce this partnership with Horse Racing Ireland Racecourses. Horse racing is one of Ireland’s most iconic sporting and social occasions, attracting passionate fans and consumers from across the country. Through Red Bull, White Claw and Aperol, we have an outstanding portfolio of brands that will create memorable moments for racegoers. We are excited to work closely with the Horse Racing Ireland team over the next three years and look forward to bringing this partnership to life across their fantastic venues.
Rob Crabbe, Commercial Manager of Horse Racing Ireland Racecourses, commented:
“We are delighted to welcome Richmond Marketing as a partner of HRI Racecourses. Their portfolio of leading brands is a fantastic addition to our race-day offering and will bring exciting activations and experiences for racegoers across our venues. We look forward to working together over the next three years to enhance some of our biggest racing festivals and events in our calendar.”
The partnership will commence at Leopardstown Racecourse on Saturday September 12 on day one of Irish Champions Festival, the premier Flat racing festival at the Dublin racecourse, where racegoers will experience the first brand activations from Richmond Marketing's portfolio when the Aperol Terrace comes to life. The stylish new Aperol Terrace promises to be the festival's ultimate social hub, blending world-class racing with a premium hospitality experience.
The partnership will extend across HRI Racecourses' flagship events, including the Dublin Racing Festival and Student Day at Leopardstown, Fairyhouse Easter and Winter Festivals and Navan Racing Festival.
Throughout the three-year agreement, Richmond Marketing's brands will play a key role in enhancing the race-day experience through premium beverage offerings, engaging fan activations and elevated hospitality experiences.
The collaboration reflects HRI Racecourses' ongoing commitment to enhancing the customer experience by partnering with leading brands that add value to race-days and create memorable experiences for racegoers across its venues.
Speaking on the announcement, Ciaran Miley, Head of On-Trade & Out of Home, commented: “We are incredibly proud to announce this partnership with Horse Racing Ireland Racecourses. Horse racing is one of Ireland’s most iconic sporting and social occasions, attracting passionate fans and consumers from across the country. Through Red Bull, White Claw and Aperol, we have an outstanding portfolio of brands that will create memorable moments for racegoers. We are excited to work closely with the Horse Racing Ireland team over the next three years and look forward to bringing this partnership to life across their fantastic venues.
Rob Crabbe, Commercial Manager of Horse Racing Ireland Racecourses, commented:
“We are delighted to welcome Richmond Marketing as a partner of HRI Racecourses. Their portfolio of leading brands is a fantastic addition to our race-day offering and will bring exciting activations and experiences for racegoers across our venues. We look forward to working together over the next three years to enhance some of our biggest racing festivals and events in our calendar.”