Darley hall of modern games - Newmarket races banner

A champion performance at Newmarket races

“The team at CPL One did a fantastic job in bringing our detailed brief to life.”

A special marquee devoted to two new Darley stallions and boasting interactive games and key promotional information was among the highlights for racegoers at the world-famous Dubai Future Champions Festival earlier this month.

Held at Newmarket’s Rowley Mile Course, the event is among the highest-profile meetings in the Flat racing calendar and a showcase for Darley and Godolphin, which are major CPL One clients.

Racegoers flocked to the special ‘Hall of Modern Games’, which promoted Darley’s exciting new stallion Modern Games along with Native Trail, another new addition to the spectacular Darley European roster.

The team at CPL One worked with a range of partners and our client to devise and create around 80 different pieces of promotional material, all with the goal of promoting Darley’s multi-million-pound superstar stallions. 

Treats included merchandise and branding across the racecourse, from the unusual (the Modern Games marquee and imagery that covered lift doors) to the more traditional. These included racecards, posters and graphics for private boxes and, of course, the winning line. 

A dramatic timeline showing Modern Games’ journey from Godolphin champion racehorse to Darley stallion was another highlight as was a dramatic 12m square display featuring Ghaiyyath, former World champion and current Darley stallion.

Alison Horan, head of global marketing for Darley and Goldolphin, said: “The Dubai Future Champions Festival provides a great opportunity to promote our stallions. It also reinforces Darley and Godolphin’s continuing commitment to the racing industry in Newmarket, charitable work and beyond.

“It was also a chance to show some real creativity in developing materials that would capture the attention of racegoers and television viewers. The team at CPL One did a fantastic job in bringing our detailed brief to life.”

CPL One works with the creative team at Black Type Ltd to provide a full range of marketing services for Darley and Godolphin across multiple digital and print channels.

One of the interactive games inside the marquee

Stallion wraps on the lift doors

The impressive image of Darley stallion Ghaiyyath on the grandstand