Announcement – Ascot Racecourse and InCrowd
Ascot Racecourse selects InCrowd to run a new, long-term digital transformation project.
Ascot Racecourse are working with InCrowd to develop a new premium web destination for racing fans that will ultimately strengthen the world renowned Ascot brand, grow their global database and present new commercial opportunities for both Ascot and brand partners.
Central to the project are a new Content Management System, Single Sign On (SSO) solution and Fan Data Platform (FDP) powered by sports marketing technology provider Cortex. Seamlessly integrated with the new website, these tools will enable the Ascot team to capture and collate new zero, first and third party fan data paired with digital usage tracking, giving them the power to create seamless and highly personalised digital content experiences for every fan, proven to maximise engagement and increase conversion rates.
As part of the website build, Ascot and InCrowd will be streamlining key commercial journeys across ticketing, premium hospitality and membership, alongside the introduction of customisable and fully brandable digital inventory and fan activations.
Unlocking exciting new commercial opportunities for Ascot and their partners, these new personalisation tools allow brands to become an organic part of the story, creating deeper connections and developing stronger brand advocacy with racing fans.
In addition, this scalable and centralised digital ecosystem will help Ascot increase operational efficiency across the business, from content management to customer support, with enhanced Insights Dashboards supporting key decision making across multiple departments with dynamic and customisable reporting, tailored to key stakeholders and objectives.
“We are really excited to embark on this digital transformation project with InCrowd.” Says Head of Sales, Rob Paddon. “Our strategies for collecting new fan data will enable us to better understand our audience and improve customer journeys with personalisation tactics driven by insights that we didn’t have access to before.”
“Elevating our new website with InCrowd’s recommended content and digital inventory tools will revolutionise how we communicate and connect with racing fans around the world, as well as drive significant value for both Ascot and our brand partners”.
About Ascot Racecourse
Ascot Racecourse was founded in 1711 by Queen Anne, who identified the land as being ideal for horseracing when riding out from Windsor Castle. The first four day meeting at Ascot took place in 1768 and at some point in time, the race programme started being referred to as Royal Ascot.
The two tracks, Flat and Jumps, now provide racing all year round and Ascot hosts 26 days of racing each year, including the five days of Royal Ascot. It is Europe’s premier Flat racing meeting, featuring eight Group 1 races and 19 Group races in total. Typically, 300,000 racegoers attend across the five days while the event is broadcast in more than 200 territories with a reach of 650 million households.
As well as world-class racing, Ascot Racecourse is also used as a film and TV filming location and as a venue for conferences, banquets, exhibitions, product launches and weddings, with 300 non-racing events annually. The land on which Ascot Racecourse sits is leased from the Crown Estate, adjacent to Windsor Great Park, covering 179 acres.
For more information please visit www.ascot.com
About Cortex
Launched in 2024, on the back of 9 years of customer-led R&D, Cortex has been built to cater for the unique live environments of sport, Cortex’s quick-to-deploy SaaS product platform taps into the vast revenue opportunities still left on the table for sports organisations and their brand partners.
Connecting data, content and commercial inventory, Cortex technology helps to elevate the fan experience and generate new multi-channel revenue opportunities. Cortex customers benefit from a fully integrated suite of data and marketing technology to connect and optimise digital touchpoints, creating fan-experience led marketing and unlocking new & valuable commercial opportunities enabling revenue to flow and their businesses to thrive.
Visit www.cortextech.io
Email: press@cortextech.io
