Inside the Digital Marketing Mind of Tattersalls' New Executive: Accessibility is Key

Sammy Stringer recently joined Tattersalls as digital marketing executive, bringing a wealth of experience from roles at JSC Communications, British Champions Series, and Great British Racing. In this Q&A, she shares insights on marketing in the racing and bloodstock industry.

Key Lessons in Racing Communications

Stringer emphasizes that no idea is a stupid idea. Creativity is crucial, and an idea that doesn't fit a current campaign might evolve into something great later. She admires Sophie Able, who started via the BHA graduate scheme and rose to international director, proving hard work leads to leadership.

Marketing Racing and Bloodstock

The industry is improving at showing behind-the-scenes content and the personalities of its stars, which is vital for engaging new fans in the digital era. Stringer stresses demonstrating how accessible the sales are, whether for participants or enthusiastic observers.

Future of Digital Marketing in 2026

Racing and bloodstock have embraced behind-the-scenes social media content, and this trend should continue as user-generated content thrives. The Castlebridge Consignment exemplifies this by showcasing staff personalities on sales days.

Personal Favorites

Stringer prefers Flat racing, given her Newmarket roots. Her favorite horse is Stradivarius, and she highlights I’m The One as a horse to watch after an impressive debut.

Ten-Year Vision

She hopes to remain at Tattersalls, using digital marketing to attract new buyers to the company and the sport.