When His Highness Sheikh Mohammed bin Rashid Al Maktoum inaugurated the first Dubai World Cup in 1996, his vision for horseracing was bold and transformative. By launching the richest horse race in the world at that time, he aimed to attract international attention and elevate the UAE’s status in elite equestrian circles, placing Dubai on the world horseracing map.
Nearly three decades later, that vision not only materialised but evolved into a global cultural, sporting and marketing phenomenon. Today, the Dubai World Cup is far more than a day at the races; it is an immersive celebration of sport, luxury, innovation, and storytelling — known as the world’s most spectacular race day – viewed by millions, talked about by millions more, and proudly rooted in the DNA of Dubai.
As the team behind the scenes, our role at Dubai Racing Club is to ensure that the Dubai World Cup doesn’t just happen — it resonates. Every detail, every headline, every second of coverage must do justice to the scale, heritage, and global ambition of the event. And to achieve that, marketing is not an afterthought — it's a strategic engine driving every aspect of the experience.
Experience design has become our north star. In recent times, we’ve shifted from thinking about “event promotion” to crafting a holistic, multi-sensory brand experience. Whether someone is attending in person at Meydan Racecourse or watching from across the world, our goal is to make them feel part of something iconic.
This shift required reimagining our entire marketing approach — from guest journeys and spatial design to digital interactivity and social engagement. We began asking: How can a VIP hospitality suite become a storytelling canvas? How can race-day fashion inspire content? How can every touchpoint — from ticketing to TikTok — become an invitation into the world of Dubai and horseracing?
Central to our growth has been the strategic integration of brand partnerships. Emirates Airline, one of our long-standing partners, exemplifies the alignment we aim for: global in presence, premium in perception, and authentic in purpose.
We moved beyond traditional sponsorship models, inviting partners to co-create experiences. From branded lounges and immersive tech activations to joint social campaigns that tap into broader lifestyle trends, our collaborations are designed to enhance the Dubai World Cup brand while giving our partners meaningful storytelling platforms.
This approach has not only increased sponsor ROI but helped us build lasting relationships with some of the world’s most recognisable brands — making the Dubai World Cup a key date on their marketing calendars as much as ours.
In 2025, we not only broke our physical attendance record, with an 18% increase on 2024, but we broke our own global broadcast record too — reaching over 170 countries and achieving unprecedented digital engagement. The reason? We embraced a digital-first content strategy that met fans and industry insiders where they are: on their phones, in their stories, in real-time.
Our media strategy blends premium cinematic production with snackable social content, live behind-the-scenes access, and multilingual digital narratives tailored for key markets across the Middle East, Europe, Asia, and the Americas.
We no longer think in terms of “coverage”; we think in terms of connection. And that mindset shift has led us to innovate with interactive livestreams, fan voting, and influencer-led storytelling. The result: record-breaking engagement and deeper emotional resonance with a global audience.
At the heart of it all lies storytelling. The Dubai World Cup has become a canvas for global narratives — where culture meets innovation, and legacy meets modernity.
We’ve leaned into this duality, showcasing the UAE’s heritage while embracing cutting-edge tech: from triple Guinness World Record-breaking Closing Ceremonies to digital collectibles, from AI-powered creative tools to immersive brand experiences that defy expectations of what a race day can be.
Equally, we’ve invited the world’s creators, artists, and influencers to reimagine the event through their lens — not to “market” it, but to interpret it. That shift has helped us reach new audiences, across borders and generations.
As we look toward the 30th Anniversary in 2026, our vision is simple but bold: to deliver the most innovative, inclusive, and globally resonant Dubai World Cup in history.
We're exploring new formats, new technologies, and new ways of blending physical and digital worlds. But more than anything, we're committed to keeping the soul of the event intact — that unique spirit that makes the Dubai World Cup not just an event, but a celebration. A celebration of His Highness Sheikh Mohammed’s passion, of our sport, of what we have achieved and of what’s to come.
