The British Horseracing Board (BHB) has strengthened its marketing firepower with the appointment of a former Reebok international marketing chief as managing director.
Chris Reynolds, who joins the sport’s governing body in July, will take on responsibility for all commercial activities, including marketing, finance and communications.
He has a strong marketing background, having worked in senior positions at Eden Vale, Sara Lee and Reebok – where he was vice-president of the international division. In 1997, he formed his own sports marketing company, Pegden Reynolds.
The BHB has also hired its first marketing director for two years, following the departure of Tim Darby. Theresa Cash, who has been the board’s marketing consultant since last year, will report directly to Reynolds.
The appointments anticipate Government plans to abolish the Levy Board and sell off state-owned bookmaker the Tote. These moves mean the BHB will need to become more commercially-oriented.
The BHB is also briefing through-the-line agencies to devise a &£10m three-year marketing campaign.
Reynolds says: “I hope my experience of working on the commercial side of sport for the past 18 years will enable me to make a positive contribution to the evolution of both the BHB and racing industry.”
Chief executive Tristram Ricketts becomes secretary-general, while Grant Harris takes on the role of assistant racing director.