GBB – Making an impact

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Contents Foreword

4

Our GBB milestones

6

Right to be proud

9

Maximising our reach

12

Our marketing

14

Our impact

15

GBB Five-year impact report ◆ 3

A step change for racing GBB has transformed the racing and breeding industry – and this is just the start

Intervention and incentive schemes are commonplace in the thoroughbred world, and the Great British Bonus is Britain’s platform to encourage the breeding, buying and racing of British-bred horses.

Launched in June 2020 with significant support from HBLB, GBB has rewarded breeders and owners under both Flat and NH Rules with more than £25m in bonuses paid. It has transformed demand for British-bred fillies and mares in the sales ring and on the racecourse – truly a game-changer.

Registrations to the scheme and sales results show that the right intervention with the right reward can change behaviour. Having succeeded with fillies and mares, the scheme has turned its attention to stamina – both on the Flat and in NH – with GBBPLUS doubling bonuses in selected races. This has created more demand to breed, buy and race horses that qualify for the scheme.

4 ◆ GBB Five-year impact report

Prize money must be used wisely, creating outcomes that underpin both the breeding industry and the ownership experience. Over the course of six years, GBB has demonstrated its ability to do just this, earning the confidence of the entire industry to go further.

From the outset, GBB has been evolutionary. As more funding becomes available, further developments will be added with a considered approach, ensuring the diversity of horses required to fill the British racing calendar is maintained.

The scheme delivers for everyone. Breeders benefit from the knowledge that a GBB registration sticker ensures attraction and return in the sales ring – and a share of the bonus. Owners receive bonus payments that are on average three to four times the prize money won. And the racing programme wins through competitive field sizes in GBB races.

GBB has proved the success that was so needed when it launched, as the British racing industry re-emerged from Covid. With foal crop numbers under sustained pressure, it can now build on this platform – supporting the core product of Britishbred fillies and mares while encouraging their retention and entry into the broodmare herd to secure the future of British breeding.

Philip Newton, Chairman of the TBA

GBB Five-year impact report ◆ 5

Our GBB milestones 02 June 2020

16 April 2021

1st GBB winner: PELEKAI

£2 million in GBB bonuses paid out

01 June 2020

27 Oct 2020

GBB scheme launched

£1 MILLION in GBB bonuses paid out

6 ◆ GBB Five-year impact report

03 Aug 2022

19 Oct 2022

28 April 2023

5OOth WINNER: ROYAL SCANDAL

£90k and six bonuses in a single day

£10 million in GBB bonuses paid out

22 April 2021

16 Sept 2022

£5 million in GBB bonuses paid out: EMILY UPJOHN

Dedicated sales page launched

29 Oct 2022 MOLLY OLLY’S WISHES: first mare to win £100k in GBB bonuses

17 Oct 2024 £17 million milestone: FLORESCENCE

30 Nov 2024

13 Jan 2025

KATEIRA: the second mare to win £100k in bonuses

First £30k NH bonus paid: PASSING KATE

01 Jan 2025 Launch of GBBPLUS

26 June 2025 £20 MILLION IN BONUSES PAID OUT: PIXIE DIVA

23 Jan 2025

Today

First Flat GBBPLUS bonus paid: ISLE OF JURA

GBB continues to go from strength to strength

Right to be proud A GBB bonus has boosted the winnings of so many fillies and mares, giving them the start they needed and helping to launch their careers.

FLAT

£23 million total payouts across the industry

1,334 bonus-winning horses

◆ INSPIRAL, a £20,000 GBB winner and six-times GR.1 winner and Cartier Champion 2YO filly ◆ KALPANA, a £20,000 GBB winner and dual Gr.1 winner ◆N ASHWA, a three-times Gr.1 winner, including the Prix de Diane ◆B LUESTOCKING, three-times Gr.1 winner including the Prix de l’Arc de Triomphe

Registration growth Filly foal crop registration has surged to 83% from 69% at launch

◆ EMILY UPJOHN Dual Gr.1 winner NH

17%

◆ HONEYSUCKLE, winner of two GBB bonuses and nine Gr.1 victories over hurdles. Her first foal, a 2024 filly by WALK IN THE PARK, is registered for GBB

83%

◆ KATEIRA, a £100,000 GBB winner and successful three times in black type races over hurdles ◆ YOU WEAR IT WELL, successful in six GBB races, including at G2 level Registered

9 ◆ GBB Five-year impact report

Not registered

he value gap T between fillies and colts has narrowed by 33.5%

◆ Fillies have overtaken colt sales for the first time in history ◆ GBB fillies sold for £30k more than non-registered counterparts in 2024 10 ◆ GBB Five-year impact report

Marketing budget vs bonus Over the past five years, our £500k marketing budget has been the groundwork for the scheme’s reach. Since 2020, this targeted spend has facilitated £23 MILLION in bonus payouts – a 46:1 return for British breeders and owners.

Bonus

Budget

98%

2% GBB Five-year impact report ◆ 11

GBB has raised the value of Flat fillies by

+13.4% Maximising our reach What we’ve achieved with our £100k annual budget

123%

Bonuses beat prize money by 123% Prize money: £6,105 ◆ GBB bonuses: £13,607 12 ◆ GBB Five-year impact report

£ Just £14.29 in marketing spend is required per registered filly

GBB has raised the value of NH fillies by

+26.5% £14.9m

Stakeholder distribution

Owners

£4.8m Breeders

£569k Stable staff

£1.1m Jockeys

£1.7m Trainers

GBB Five-year impact report ◆ 13

Our marketing Carefully curated marketing campaigns helped drive maximum performance across the website, email, social channels and mailouts

51k+ views

on our website and more than 178,000 actions

130

total email campaigns sent to a subscriber base of nearly 2,000

2,000 45

25

social cards delivered monthly – a high-frequency output

text reminders annually with direct-to-user engagement

14 ◆ GBB five-year impact report

The number of recipients reached after direct mailouts

4-6

targeted mailouts per year

Our impact Making our advertising and outreach hit the right notes

Industry-targeted adverts We had a sustained presence in the European Bloodstock News, and strategically pivoted towards digital and targeted high-impact placements

Retention funnel

90%

move from Stage One to Stage Two

Scheme integrity

Since 2020, more than

12,000

fillies have entered the system via Stage One, supported by print and physical marketing at sales and racecourses

75% move from Stage Two to Stage Three

GBB Five-year impact report ◆ 15

You ain’t seen nothing yet...

?

16 ◆ GBB Five-year impact report

Look out for new and exciting developments coming soon...

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