Square in the Air to promote world’s most valuable horse race

Square in the Air has been appointed by the Jockey Club of Saudi Arabia to handle the international PR, activation and social media promotion of The Saudi Cup 2021, the world’s most valuable horse race.

The $20m dirt race over nine furlongs takes place at the King Abdulaziz Racetrack in Riyadh, Saudi Arabia, on Saturday, February 20, and is certain to attract many of the world’s best horses. It is the highlight of a two-day meeting with a total of $30.5m in prize money on offer.

The inaugural Saudi Cup took place in February 2020, showcasing a number of firsts for the kingdom, including the introduction of the country’s first turf track and the celebration of the first female jockeys to ride under rules in the country and also win races as part of the International Jockeys Challenge on the Friday.

Square in the Air will be providing a full international media relations service, assisting with the activation of content campaigns and managing The Saudi Cup’s social media channels.