CLIENT CONTEXT
The Jockey Club of Saudi Arabia organizes, develops, and promotes Saudi Arabian horse racing domestically and internationally. Its ecosystem includes race seasons, major events, venues, media services, sponsorships, race-day experiences, and flagship events such as the Saudi Cup.
STRATEGIC CHALLENGE
As international interest in Saudi racing grows, the Club needed to improve the experience for jockeys travelling from outside the Kingdom to compete, particularly those navigating licensing requirements for the first time. The challenge was to make the journey from license application through to race-day participation clearer, faster, and more welcoming for international riders.
SOLUTION DELIVERED
Xplere supported the Jockey Club in enhancing the end-to-end experience of visiting jockeys, with particular focus on those attending competitions from outside Saudi Arabia and seeking licensing to compete.
The solution covered:
- International jockey journey mapping, from licensing inquiry to race-day departure
- Licensing and accreditation process assessment and simplification recommendations
- Communication and support-touchpoint design for overseas applicants
- Arrival, orientation, and venue-access experience review
- Coordination framework between licensing, event operations, and hospitality teams
- Feedback and continuous-improvement mechanism for visiting jockeys
MEASURABLE & STRATEGIC IMPACT
- Clarified and streamlined the licensing pathway for international jockeys
- Reduced friction and uncertainty for riders travelling to compete in Saudi Arabia
- Improved first impressions and support for overseas participants
- Strengthened the Jockey Club’s reputation as an accessible, world-class racing destination
- Created a scalable framework for welcoming a growing international jockey community
