New Training Initiative to Support Jockeys in their Roles as Ambassadors for Racing

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Written by: JETS News | Posted 19 July 2023 12:31

New Training Initiative to Support Jockeys in their Roles as Ambassadors for Racing

Nine jockeys have taken advantage of a brand new and unique training opportunity provided by JETS (Jockeys Education & Training Scheme) in collaboration with the Professional Jockeys Association (PJA) and supported by Great British Racing (GBR) and the Jockey Training & Development programme.

Over a two day programme and through a mixture of practical workshops, presentations and discussion groups, the jockeys were able to develop new skills and gain knowledge to enhance their profile, engage successfully with a range of media and maximise commercial opportunities.

With sessions on Media & Fan Engagement, Personal Branding, Social Media & Commercial Opportunities, the programme featured a media skills workshop led by Rishi Persad, a Personal Branding case study from Tom Scudamore and a Sponsorship presentation from Simon Clare, Entain Group Director of Consumer PR. The training culminated with an insightful and inspirational conversation and Q&A with Deji Akande, founder of sports and entertainment agency Gateway Sports and Olympic medallist Asha Philip who offered advice on how athletes can take their career to the next level.

As well as eight Jump jockeys including current Championship leader Sean Bowen, Flat jockey Joanna Mason also attended whilst recovering from an ankle injury. She said:

“This was a brilliant two day programme. We covered a lot of different areas with some really interesting presenters. I learned so much which I can apply to my career, particularly the importance of building connections and experiences alongside our riding to help raise our profile and also prepare for the future. I would really recommend it to others in the weighing room next time this sort of training is offered.”

JETS Manager, Lisa Delany said:

“We were delighted to get such positive feedback from the jockeys who were all very enthusiastic and willing to learn. An overwhelming message that came through from all the presenters was the importance of embracing opportunities and being willing to broaden your horizons. We believe this type of focussed training with a small group of jockeys will have benefitted them in helping raise their own profile but in turn it will benefit the wider sport of racing as the industry seeks to attract new and diverse audiences and participants.”

Great British Racing ran sessions focusing on welfare messaging, inclusive language, different types of media audiences and creating engaging content on social. GBR’s Director of Communications, Rachel Frazer, commented:

“This is a fantastic initiative by JETS, and Great British Racing was delighted to get involved. Jockeys are in continuous demand from the media; they represent the sport every day on television, in print and on social media. It’s so important to do all we can as an industry to support and equip them with advice and shared experiences to thrive positively in this environment.”



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