The purpose of Horse Racing Ireland's marketing department, led by Michael O'Rourke, is to communicate the work of HRI in support of the overall mission to 'develop and promote Ireland as a centre of excellence for racing and breeding'  

    There are three broad categories of activity:  

    • National Advertising and PR activity
    • Dedicated Racecourse Marketing Support Services
    • Communications and Press Office Services for HRI and Irish Racing  

    The Strategic Marketing Review Group Report identified the key issues which inform Marketing and Communications Activity.  


    Horse racing in Ireland has aligned successfully with top brands across all sectors for many years and the marketing team in Horse Racing Ireland knows how to design and deliver a complete package, in partnership with racecourses, to build loyalty among your external and internal customers. Find out more about our sponsorship opportunities.

    • Meet the Marketing Team

      Barbara White

      Tel: 045 455 682 Email:

      As Marketing and PR Manager, Barbara overseas the general marketing strategy for Horse Racing Ireland and is responsible for the following areas:

      • National and Regional advertising and media buying
      • Direct marketing campaigns through press, broadcast and online platforms
      • PR opportunities to advance the promotion of HRI and the racecourses
      • Sponsorship opportunities in Irish racing
      • CRM and database management
      • Project management for targeted events and initiatives such as awards ceremonies, championship presentations and ladies day events
      • Management of the Horse Racing Ireland brand

      Connect with Barbara on LinkedIn
      Follow Barbara on Twitter @barbaramwhite


    • Sophie O'Hare

      Tel: 045 455683 Email:

      As Digital Marketing Executive, Sophie is responsible for the company website, keeping Horse Racing Ireland's nine social media platforms updated and delivering social media strategies for the 26 racecourses.

      Her role incorporates: 

      • Producing engaging content for distribution through social media channels
      • Social media strategies for Horse Racing Ireland and the 26 racecourses
      • Digital media for events - planning and coordinating social media and campaigns for award ceremonies, trade events and festivals
      • SEO and Google Analytics for company websites and subsidiaries
      • Database capture and analysis for targeted marketing campaign
      • Updating content and images on the website
      • Project development of mobile-first responsive web design solutions and native multi-platform apps

      Connect with Sophie on Linkedin
      Follow Sophie on Twitter @Sophie0Hare

      Joanne Burke

      Tel: 00353 45 455674 Email:

      As Horse Racing Ireland Press Officer, Joanne fields all media enquiries/interview requests and writes and sends out press releases on behalf of the company and the racecourses. Joanne also provides an information service for public representatives, researchers and the general public and coordinates the design of publications such as the yearly Factbook and Annual Report.

      View the Press Office section for more information.
      Connect with Joanne on Linkedin
      Follow Joanne on Twitter @joannecburke


      Shane Redmond


      Shane is Horse Racing Ireland's Racing Content Editor, with responsibility for providing copy for HRI's suite of  websites, the GoRacing newsletters published on Wednesdays and Fridays and Irish racing press releases. Shane produces the weekly “News and Reviews”, an Irish racing column that is published in over 25 regional newspapers. He also writes the daily racing column “Today's Tips” which previews all Irish race meetings and records regular podcasts reviewing past meetings and previewing Irish racing for the weekend ahead.  

      Follow Shane's #TodaysTips
      Follow Shane on twitter @thelasteditor

      Claire Rushe

      As Marketing and Events Executive, Claire assists in the management and coordination of ‘Go Racing’ events.

      Her role includes:

      • Developing the student marketing initiative and 'Go Racing' student society;
      • Developing the Schools Racing Education Programme;
      • Developing the HRI Summer Internship Programme;
      • Administering the annual Horse Racing ireland Awards within the marketing team;
      • Assisting in the planning and executing of launches, seminars, road shows and a wide range of racecourse support initiatives;
      • Co-coordinating the Racegoers Consultative Forum.


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