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01 November 2023

Ascot Racecourse Joins Racing Media Academy as Twelfth Media Partner as Applications Open for 2024

  • Launched to increase the diversity and inclusion in British racing’s media
  • An initiative that forms part of the Racing Pathway Strategy
  • Funded by the academy’s Media Partners and the Racing Foundation
  • Twelve placements and twelve Media Partners
  • Applications can be made here

Now in it’s third year The Racing Media Academy has announced that Ascot Racecourse will joined them as their twelfth media partner for 2024. The Racing Media Academy forms an important element of the Racing Pathway Strategy, which aims to take down barriers and increase routes into the sport of racing for future fans and workforce. Where gaps in the pathways have been identified, initiatives such as the Racing Media Academy have been created; so that no matter what age, gender, religion, sexual orientation, colour, differently abled or background, there is a place to land in British horseracing.

Josh Apiafi, founder of the Racing Media Academy said: “It was fantastic to receive the call
from Ascot enquiring about becoming a media partner. They had seen the benefit of the
programme and were keen to support an RMA cadet on their career ladder by providing an
exciting internship”.

Will Aitkenhead, Senior Corporate & Industry Affairs Manager from Ascot Racecourse said:
“We are thrilled to be part of the Racing Media Academy for the first time in 2024. The
success of the academy is there for all to see with the number of people that have gone on to
secure full-time work. It is hugely important to help increase diversity across the sport in a
wide range of media-related roles. Running in the build-up to Royal Ascot 2024, we hope our
placement will provide valuable insight into how we showcase the Royal Meeting to the
world through the media and our own content channels”.

The Racing Media Academy gives its cadets the opportunity for work experience and
training within racing’s top media companies. It starts with an intensive weeklong course at
the British Racing School, where students get an insight into the world of horse racing and
learn about the different areas of the media. This is followed by a salaried work placement
with one of the media partners. Those cadets who don’t have much horse racing
experience but have a passion for the media, or those passionate about racing with no
media experience are encouraged to apply.

The ambition is to increase diversity across racing’s media so that it is reflective of society,
by creating a pathway for talent. In doing so, the sport will them become more attractive to
a broader demographic of future fans.

The team at the Racing Media Academy will use the well-established Supporter Network of
organisations, part of the Racing Pathway strategy. The Supporter Network now numbers
over 30 organisations, expanding the programme’s reach. We are delighted to announce the
new partnership with Shakespeare Media, with the aim of promoting the academy in
student bars and gyms across the country. Shakespeare Media are a media buying and
planning partner who already have established partnerships in the sport working with The
Jockey Club’s leading racecourses.

On the Supporter Network partnership with Shakespeare Media, Josh Apiafi said “Vicki
Bravington, the founder of Shakespeare Media shares our vision of spreading racing’s net as
far as possible when it comes to engaging the next generation of fan and workforce. It has
always been our strategy to work with organisations who have access to large groups of
young people, as we look to increase the reach of talent and diversity we attract into the

The Racing Media Academy is funded by its twelve Media Partners and the Racing
Foundation. It will see the cadets placed with; Sky Sports Racing, Racing TV, ITV Racing,
RaceTech, JSC, Nick Luck, Ascot Racecourse, ARC, The Jockey Club, Racing Post, Equine
Productions and JockeyCam.

The 2024 Racing Media Academy residential course runs from the 21st to the 28th of April
2024, including a mock race day where cadets put everything they have learned into
practice, a day at Sandown Park’s Bet365 Gold Cup and the crowning of our sport’s National
Hunt Champions and a morning as guests on a dedicated Sky Sports Racing programme.
The Racing Media Academy is accessible to anyone over the age of 18 and is entirely free
with a salaried placement.

Applications are open now until 31st December 2023 here

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