Cheltenham Festival: marketing sports events with deep historic ties


In this episode, we take a look back at the recently concluded Cheltenham Festival, one of the biggest fixtures on the UK sports calendar. Our guests are Olaf Gueldner, chief marketing officer at The Jockey Club, Nick Goggans, CEO and founder of Pumpjack Dataworks, and Tom Read, chief commercial officer at Spalk.

Host Yanni kicks things off this week by asking Olaf about the success of Cheltenham this year and how his team approach marketing a sporting event with deep historic roots. The panel then dives into the challenges faced by organisers of such events, why knowing your audience can help to improve the fan experience, and how data is crucial for developing successful marketing strategies.

Our guests also talk about the importance of broadcast and streaming for growing the sport and finding new fans, as well as the potential of audio and commentary in building relationships with fans and racegoers.

Finally, as ever, we ask our guests to share their favourite recent sporting moment.

Nick Goggans

Nick is the co-founder and CEO of Pumpjack and has over 12 years experience through operating and investing in analytics businesses in Sports and Entertainment.

Tom Read

Tom has experience spanning content partnerships, rights acquisition and distribution, programming, content creation and sponsorships for broadcast and digital media organisations around the world.

Olaf Gueldner
The Jockey Club

An international board level executive (CMO, GM, President and NED) with deep understanding of digital transformation, the customer journey and insight, turnaround and brand. Over 20 years’ experience in hospitality, leisure, gaming, sports, events and retail.