Old Gold Racing on a mission to increase sports fan experience

Old Gold Racing (OGR), a UK-based digital sports fan engagement platform, is on a mission to make ownership a part of every sports fan’s experience – starting with horseracing – and deliver, not only into smartphones through its own proprietary technology but also personally with very high touch customer service as well as events on and off the racecourse. OGR is conscientiously building an online and offline community, creating new friendship groups.

OGR is the brainchild of long-time horse-racing fan and serial entrepreneur Ed Seyfried. Ed, who began his career in the military after graduating from Sandhurst and serving with the Blues and Royals, went on to establish several business platforms including a successful real estate company before getting under starters orders with Old Gold. Ed has covered a number of roles within OGR but his focus has been leading several funding rounds of new capital to allow the company to grow rapidly whilst his team created the operations, user experience, and digital experience.

Ed also recruited an advisory panel as well as the coup of bringing in Francesca Cumani, the presenter of ITV Racing as OGR’s Racing Adviser and Brand Ambassador. Francesca Cumani explains how OGR works from a consumer perspective in a video here.

The OGR stable has also seen early victories from promising horses such as recent Doncaster listed hurdle winner, Apple Away (next to be seen at the Grand National Festival) and Royal Ascot bound Racingbreaks Ryder (for a syndicate originated and managed by OGR on behalf of specialist travel firm RacingBreaks).

OGR’s trainers include 13 times champion trainer Paul Nicholls, six times champion trainer Nicky Henderson, Grand National winning trainers Venetia Williams and Lucinda Russell, whilst Charlie Hills and Charlie Fellowes are amongst their flat trainers.

Ed has overseen all the horse purchases by OGR and is rightfully proud of their track record to date. In addition, OGR is focused not just on racing but also ensuring ethical and sensitive treatment of both its horses and jockeys. OGR wanted to establish its ESG credentials early in the process and thus the Company has donated to, and run awareness and funding campaigns for, established charities in the equine and injured and retired jockey sectors.

The Company raised its initial funding via a crowdfunding campaign on Seedrs. This funding round led to the initial launch of the Old Gold Racing App in the UK albeit Ed now has his sights set with overseas expansion plans for later this year as well as fielding discussions with stakeholders in other sports. Whilst Old Gold Racing focuses on horseracing, the technology platform behind the business (Old Gold Technology) can be used for any mass syndication and member engagement from football and golf through to motor racing, the possibilities are many and varied.

Ed is now looking at options for a more material ‘Series A’ fundraising round to allow OGR to increase its client database and grow its member database as well as to pursue international expansion. Investors have been excited by the new opportunities being presented and the ability to invest in a focused platform focused on member engagement.

Old Gold Racing will be contributing a weekly column on all things horseracing on Business Leader, including previews of the big meetings and festivals as well insider news and stories from racing’s past.

Speaking of which, the Aintree Grand National Festival starts Thursday next week and to warm you up to this, Business Leader has arranged for free entry for readers to the Old Gold Racing Aintree Preview, supported by JM Finn. Joining Francesca Cumani will be Sir AP McCoy OBE.

The 20-times champion jockey rode a record 4,358 winners and had 20 rides in the Grand National – winning once in 2010 aboard Don’t Push It – which ended his 15-year wait for victory in the world’s greatest steeplechase.

Also joining is the ITV Racing and Sky Sports Racing presenter, Mick Fitzgerald, who won the Grand National on Rough Quest in 1996. It was the same race 12 years on that brought Mick’s career in the saddle to an end, aged 37. This is a Zoom that you won’t want to miss so please pencil in 7.30pm Tuesday 11th April into your diaries and click here to register for free