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| Staff Writer |
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Jimmy George, embarking on a fresh challenge as Managing Director of the Newmarket-based International Racing Bureau (IRB), brings over two decades of marketing leadership from Tattersalls to this new venture. In an exclusive interview just six days into his new role, he shares his vision for melding traditional racing values with technological innovation while building upon the International Racing Bureau’s influential legacy in global racing.
"The awareness of international racing has never been higher, and it's fantastic for The IRB to play a part in that process. We're constantly monitoring and scouring the world to see where new opportunities lie."
Having spent 37 years at Tattersalls, including 23 years as Marketing Director, George brings a wealth of experience to his new role. His transition appears seamless, given the natural synergy between the two organisations. "The racing and bloodstock industries are completely interdependent - neither can exist without the other," George emphasises. "Without racing, there's no bloodstock industry. Without bloodstock, there's no racing industry."
This understanding of the symbiotic relationship between racing and bloodstock sales has been central to George's approach throughout his career. At Tattersalls, Europe's largest bloodstock auctioneer, he worked closely with the IRB team at major international events, from the Breeders' Cup to the Dubai World Cup.
"I absolutely adore the Breeders' Cup," George reveals. "I think it's one of the very pinnacles of our sport." This enthusiasm for international racing events extends throughout the Gulf region, where he and his former colleagues from Tattersalls would attend major race meetings in Dubai, Saudi Arabia, Bahrain, and Qatar.
"What benefits the International Racing Bureau can also benefit Tattersalls. The experience I've gained over the decades of involvement in the industry will hopefully also complement what The IRB has achieved over many years."
When discussing the technological transformation of racing, George reflects on the dramatic changes he's witnessed. "When I started here, my wife Jane was heading up the trainers' service, and communication was by telex," he recalls with a smile. "Now we live in a generation where my children in their mid-20s wouldn't even know what a telex machine was."
The IRB's embrace of digital innovation is set to accelerate under George's leadership, but he emphasises that technology should serve rather than overshadow the sport's fundamental appeal.
"We're embracing technology and change to make interactions easier with our various clients, trying to push the boundaries and promote the sport to as wide an audience as possible," he explains. "This happens through social media or basic technological advancements that allow us to communicate more effectively and quickly with our client base."
"At the press of a button, we can communicate with our entire client base, which makes things considerably easier. When it comes to technology, there are finer minds than mine, but like every company, technological advances will always play a part in how we build and grow."
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The IRB's role in globalising Thoroughbred racing since the 1980s has been significant, from helping launch the Arlington Million and Japan Cup to more recent successes with the Saudi Cup and Bahrain International Trophy. George sees further opportunities on the horizon, particularly in emerging markets.
"We recognise the challenges out there, not just in horse racing, but in every sport and area of the leisure world," George acknowledges. "We're all scrambling for our share, slightly in the shadow of that huge global monster that is football, which dominates the sports scene."
China represents perhaps the most tantalising prospect, with encouraging signs already visible through pioneers like Zhang Yuesheng's Yulong operation, which has established a significant presence in Australia and Europe. South Korea's racing industry continues to develop, while George also points to potential growth in North Africa, where the IRB has recently begun working with SOREC in Morocco.
"We're in dialogue with not only the obvious racing jurisdictions but also smaller countries looking to expand their profile in the sport," George explains. This includes recent correspondence with Budapest's historic Kincsem Park, named after the legendary mare Kincsem, who went undefeated in all 54 starts.
"The emphasis placed on fantastic race meetings in the UK, like Royal Ascot, the Ebor meeting at York, Glorious Goodwood, the Newmarket July Meeting, shows how international participation is growing year by year."
Taking over from Alastair Donald, who served as IRB's Managing Director for 23 years, George acknowledges the high standards he must maintain. "If I can command even half the respect that Alastair has done for all of his time here at the IRB, I will count myself as very fortunate," he says. "He brought enormous knowledge, wise counsel, judgement, and integrity to the role here."
The IRB's influence on international racing has been profound since its establishment in the late 1970s by David Hedges, alongside board members Sir Peter O'Sullevan and Brough Scott. The sport's continued internationalisation has vindicated their shared vision of racing's global future.
George is quick to recognise the strength of the existing team at IRB. "The core team here - the likes of Adrian Beaumont, Jane George, Max Pimlott, Ian Russell - have worked for the International Racing Bureau for a very long time, in many cases even longer than I was at Tattersalls. That gives you a flavour of the depth, experience, and knowledge the existing IRB team already has."
Looking ahead, George sees the World Pool's expansion as particularly significant for racing's financial sustainability. "It brings new and vital income streams into the sport, especially in countries like Britain and Ireland which don't enjoy the same funding advantages as many others," he notes. "If we can produce a product that inspires greater international participation, the growth of the World Pool becomes even more important."
"I believe passionately that international racing is the way forward for the sport, which has perhaps driven me to make this move at this time in my career. The IRB has a very important role to play in the increasing globalisation - a shared goal for the global racing industry."
While maintaining his connection with Tattersalls in certain overseas markets, particularly America and Japan, George's primary focus will be on furthering the IRB's mission to facilitate global racing's growth. With his extensive international network and deep understanding of both the racing and bloodstock sectors, he appears well-equipped to lead the organisation into its next chapter.
The challenges are significant - from increasing competition for attention in the entertainment landscape to the need for technological adaptation - but George's blend of traditional values and forward-thinking approach suggests the IRB's influential role in global racing will continue to evolve and expand under his stewardship.
"Racing has a global footprint and identity," George emphasises with conviction. "In my role at Tattersalls, I travelled to every continent in the world and went racing in every continent. This is a magnificent sport with a global fan base and the major international racedays are a showcase for the sport and we will continue to work alongside the many IRB clients to ensure that these special events thrive and bring the best horses to compete agianst each other as often as possible.”
This global perspective is evident in his understanding of the industry’s interconnected nature and how the racing and bloodstock industries coexist. "In the course of every year there will be buyers from more than 40 different countries at tattersalls and you’ll probably see more uk and irish trainers at park paddocks than on most racedays. pretty well all of those trainers are also clients of the irb’s and we have a collective ambition to take the sport to as wide an audience as possible,” he notes, highlighting the natural synergy between the sales environment and racing operations.
George also recognises the challenges and opportunities in various regions, including South Africa. "South Africa has had issues that have held it back in recent years, but hopefully, many of those issues have reached resolution," he observes, demonstrating his comprehensive understanding of global racing landscapes.
As the sun sets on another busy day at racing's international nexus in Newmarket, George's vision for IRB's future seems both ambitious and achievable. In a world where tradition and technology increasingly intersect, his extensive experience in both realms positions him uniquely to guide the organisation forward. The IRB, under his stewardship, appears set not just to facilitate international racing's growth but to actively shape its evolution in an era where global connectivity and local heritage must coexist harmoniously.
"We're here to assist any markets or individual racecourses that aspire to attract international participation, both big and small," George affirms, a statement that perhaps best encapsulates his philosophy and the IRB's mission as it steps boldly into racing's next chapter. From the historic grounds of Newmarket to emerging racing nations across the globe, the path ahead promises to be as exciting as it is challenging.