March 2022

First Podcast Series Launched by GBRI in China


英国赛马国际推出“国王的运动”系列播客 - 马上收听!

Great British Racing International announces the launch of a podcast series in Chinese titled “The Sport of Kings*” to reinforce the promotion of the British racing industry in China.

This podcast series is composed of 7 episodes covering every aspect of British racing, from its historical roots to its recent achievements, from the international influence of its bloodlines to the sponsorship platform it offers.

The podcast is co-hosted by Zoe Quin and Jojo Wong, two seasoned equine experts in China. In each episode, they will talk to one special guest who will share their stories and experiences relating to British racing. The podcast will be available on Ximalaya, the biggest podcast platform in China, as well as on other podcast platforms such as Apple Podcast and Spotify.

The first episode has been released today, 31 March 2022, in which featured a representative from Garrard, the Crown Jeweler mandated to design and manufacture the Gold Cup for Royal Ascot since 1842. The second episode will be available on the following Thursday, 7 April, the first day of the 2022 Randox Grand National Festival. In this episode, a representative from Randox will talk about their long-standing engagement with this world-famous race meeting.

The episodes will be released every Thursday thereafter until 12 May, with a speech from the Honorable Harry Herbert*, a notable figure within British racing, concluding the series and introducing the Dynasty Racing Club, which he has presided over since its creation in February 2022 in London.

British racing already has a number of strong ties with the Chinese market but there is huge scope for growth,” said Minty Farquhar, General Manager of Great British Racing International. “This podcast series will showcase the excellency found within British racing to the Chinese audience in their language, reinforcing awareness of the industry as well as GBRI’s influence among the Chinese community both in the UK and Greater China. It will complement the work we are doing currently via the launch of the Dynasty Racing Club.”

According to a report published in 2021, China has over 85 million podcast listeners and over 26,000 podcast programs, which are still booming under the current pandemic situation in China. However, compared to mainstream media outlets and short-video platforms, podcasting is a smaller, tight-knit community catering to the niche interests of their audiences.

Horse racing is still a niche topic in China. This is why we are choosing to produce high-quality content, courtesy of our exceptional guests and hosts, and to deliver our messages via podcasting. We are the first foreign racing organisation to launch a podcast in China. We are thrilled to share our passion for racing with the Chinese audience and, in particular, to launch this initiative in this Platinum Jubilee year of Her Majesty Queen Elizabeth II, who enjoys the same passion as we all do,” added Farquhar.

Other contributors to the podcast series include distinguished guests Mr. Apollo Ng (Voting Member of Hong Kong Jockey Club), Mr. Han Guocai (Professor of China Agriculture University and expert in horse breeding), Mr. Cai Meng (Vice-President of Chinese Horse Industry Association), Mr. Ben Chan (South East Asia Representative of Tattersalls) and, Dr. Kevin Lin OBE (Lead Chinese interpreter of the Foreign Office of the UK Government).

*The Chinese title of the podcast is: 国王的运动

*The Honorable Harry Herbert is the sole guest speaking in English in this podcast. A Chinese transcript is available for Chinese listeners.

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