A round-up of the marketing activity and activations we’re delivering this autumn for Darley, a world-leading operator in the breeding industry.
“Winning is just the beginning.” This strapline has been used for many years by Darley, the thoroughbred breeding operation which has its global headquarters in Newmarket, near our Cambridge office.
It refers to the fact that, once a successful horse retires from racing, it can have a long and equally successful career at a stud farm, breeding the winners of the future.
Darley, which is part of the Godolphin global racing and breeding operation, has studs in England, Ireland, the United States, Australia and Japan.
Our team is involved in creating and delivering marketing campaigns for all these operations and the Autumn period is particularly busy for the industry.
Back in October, the CPL One team worked with Darley to put together a range of promotional material for the Dubai Future Champions Festival at Newmarket. This short video demonstrates the range of impressive collateral that we created for the event.
Since then, Darley has announced its 2026 prices, highlighting the nomination fees for the 23 stallions that will stand on the European roster next year. Between them these stallions have sired the winners of more than 100 of the world’s most high-profile horse races. Once again, the roster is headed by Darley flagbearer and the best stallion ever to stand in the UK, Dubawi, whose fee for 2026 remains at £350,000, while others command a fee of under five figures.
CPL One’s job is to promote these stallions to potential Darley clients. This is done via a range of marketing channels, starting with the global website we run for Darley, which has been relaunched in 2025 to include clever, interactive information about each of Darley’s stallions.
We have also created promotional films for new stallions Rosallion, Shadow Of Light and Inisherin, as well as other print and digital sales material that highlight these three horses’ impressive pedigrees. Meanwhile Darley’s flagship annual print brochures for Europe and America, much prized by racing and breeding aficionados, have recently been sent to press, after weeks of meticulous editing and design work by our team. Brochures for Japan and Australia will follow over the weeks ahead.
Now, with the horse sales season fully under way in Europe, we are building up to the annual Darley open day in early December. This is when Darley opens the doors of its Dalham Hall Stud near Newmarket to would-be clients.
The promotional features we’re putting together for the event are currently under wraps. But rest assured that everyone attending the open day will be left in no doubt about the power and influence of Darley’s powerful roster of stallions.
