“Destination Europe” alliance announces plans for 2014

A strategic alliance for Thoroughbred racing and breeding between Irish, British and French promotional bodies announced earlier this year will be called “Destination Europe,” aimed at attracting top-level investment into European racing.

The organization was formed in February when Irish Thoroughbred Marketing, Great British Racing International and the French Racing and Breeding Committee joined forces to promote racing on the continent.

While the three organizations will remain focused on promoting their own nations in the global market, the alliance envisions bringing together the competitive advantages of each country when targeting new investors.

Destination Europe will initially target markets in Australasia and North America, expanding to other areas in the future. The alliance will implement its initiatives first at this Saturday’s Dubai World Cup meet, emphasizing the success of European-bred and -trained horses on the racecard, with future events planned around the Royal Ascot meet in June.