Betting operator UBET is doing its bit for the National Jockeys Trust this Spring Racing Carnival, giving punters the ultimate lucky charm as part of its new PR campaign launched today.
UBET teamed up with underwear manufacturer Jockey to create a limited edition range of ‘Lucky Undies’ for men and women.
The campaign, which is fronted by UBET ambassador and race-calling legend Johnny Tapp (pictured above), gives punters a chance to purchase undies online at for $10 a pair, with all proceeds to go to the National Jockeys Trust.
UBET head of marketing Kent Madders said the trust was one of UBET’s key charity partners, and the campaign was designed to raise money and awareness around the work it does.
“Spring is the biggest time of year for racing, and presents a great opportunity to highlight the work the trust does to support the families of injured and deceased jockeys during times of need,” he said.
“Every punter has their favourite jockey, but many don’t fully understand the risks they take every time they jump in the saddle.
“Punters are highly superstitious and love a lucky charm, which for many of them happens to be their underwear. This campaign is a fun way to engage them through the Spring Carnival and support a cause very close to our hearts here at UBET.
“While the UBET brand is only two-and-a-half years old, our organisation has a 55-year association with the racing industry, and we are proud to highlight and support such an important cause for the industry.”
UBET teamed up with Thrive PR to deliver the national campaign.
“Who doesn’t want to increase their luck at the Spring Racing Carnival?” Thrive managing director Leilani Abels said.
“UBET’s ‘Lucky Undies’ campaign is a fun way to engage sports fans across the country. We worked with UBET to design a program that would resonate visually across earned and owned media.
“It is a concept we have brought to life online, and one we expect to appeal across channels – especially social media.