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Racing Post B2B


Creative | Digital

The Racing Post is one of the sport’s most popular publications. 

As well as its daily newspaper and web portal, it has a portfolio of B2B services, which is the largest contributor to betting turnover in the UK and Ireland.

Historically, the B2B division rode the coat tails of The Racing Post brand. As part of The Racing Post, it had wide recognition and a reputation for high quality editorial and data. The next stage of its development was to showcase the value it can add to its customers’ businesses.

They required a strategic approach to reposition and market the B2B division. We designed and developed a new, mobile-friendly website that positions the division in its own right, advised on the key messaging and ongoing content strategy and redesigned the in-store betting terminal screens and exhibition stands, plus more. We provide daily services to Racing Post and have become a deeply integrated part of the B2B marketing team.


We drew on the skillsets right across our integrated team to deliver this brief, ranging from our content director providing effective messaging, to our head of creative using design to optimise the user experience.

We carried out user journey testing to make sure each element helped increase engagement. More recently, we’ve conducted in-depth prototyping, which has involved us creating forward-thinking apps and design schemes for all of the Racing Post’s partners’ platforms.

Visual Identity

The B2B division needed a consistent brand – one that was sympathetic to The Racing Post while making it clear that it’s a respected entity in its own right.

We redesigned the logo and created a comprehensive brand guidelines document that make it easy for the B2B team to create consistent materials.

User interface

We have been heavily involved in B2B partner proto-typing, creating co-branded partner materials that have improved the user interface to increase the volume of bets placed. The goal is always to make the entire betting process more fluid and streamlined, so patrons place more bets per transaction – increasing the customer’s revenue.

Through data analysis, effective design and messaging, we help nurture the end user towards the desired action. We also integrated animations and movement to make the betting experience easier and more enjoyable across many partner platforms.


In just two weeks, our in-house designers and editors integrated animation, video clips and photography to create a 90-second showcase video of B2B services.

The Racing Post premiered this video at ICE Totally Gaming – it was played from the exhibition stand in order to attract visitors. It’s also being integrated into other online marketing materials.

What are you looking to achieve?

From digital, design and development to content and videography, we have all the skills you need in house. This means you get exactly the right support at every stage of your project. Let’s discuss how we can help: Call us on 0203 567 0860 or email