Six Year Partnership

Bountiful Cow develops premium media strategy as Howden brings its Ascot Racecourse sponsorship to life across print, digital and OOH

Howden is launching a new nationwide campaign celebrating the sixth year of its ten-year partnership with Ascot Racecourse, home of Royal Ascot.
Created in-house by Howden's brand team, led by Mikey Dilworth, the creative takes inspiration from the iconic silks worn by jockeys, blending the colours and patterns synonymous with horse racing with a contemporary nod to the silk scarf as a fashion accessory. The campaign will appear across print, digital and out-of-home media nationwide, alongside takeovers of the Howden UK website.
Media planning and buying was handled by Bountiful Cow, with a strategy designed to maximise visibility around Royal Ascot, one of Britain's most prestigious sporting and social occasions. Activity spans premium print titles, digital placements and high-impact outdoor sites, aligning the Howden brand with the heritage, prestige and style synonymous with the event.
The campaign celebrates a partnership that has become a central part of Howden's brand activity and reflects the company's continued growth as one of Britain's leading employee-owned businesses and a global insurance group operating across 55 countries.
The Ascot Racecourse partnership forms part of Howden's growing international presence in the racing industry. In recent years, the business has strengthened its ties to the sport through partnerships with organisations including Australia's Victoria Racing Club, home of the Melbourne Cup Carnival, Bahrain Turf Club, Tattersalls, Europe's leading bloodstock auctioneer, and the Jockey Club of Saudi Arabia.