The purpose of Horse Racing Ireland's marketing department, 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.

    • 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 Manager, Sophie plays a key strategic role in developing the digital marketing strategy for Horse Racing Ireland and the 26 Irish racecourses.

      • Manage the digital team to build and maintain HRI’s social media presence across its multiple social channels.
      • Analyze data delivered via digital media activity and overseeing the implementation of campaigns. 
      • Facilitate project planning and the delivery of video and digital asset production for HRI and the racecourses. 
      • Identify trends and insights, and optimise spend and performance based on the insights
      • Brand positioning and strategy, creative design, brand identity, art directing and brand guardianship.

      Connect with Sophie on Linkedin
      Follow Sophie on Twitter @Sophie0Hare

      Tracey Maher

      Tel: 00353 45 455674 Email:

      As Horse Racing Ireland Press Officer, Tracey fields all media enquiries/interview requests and writes and sends out press releases on behalf of the company and the racecourses. Tracey 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.


      Shane Redmond


      Shane is a member of the Communications team at Horse Racing Ireland. He assists with providing copy for HRI's suite of websites, the “GoRacing” newsletters published on Wednesdays and Fridays and many Irish racing press releases. Shane produces the weekly “News and Reviews”, an Irish racing column distributed to all regional newspapers. He also writes the daily racing column “Today's Tips” which previews all Irish race meetings and records regular podcasts previewing Irish racing for the weekend ahead.  

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

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