Charity Mile 2024 is now etched in memory for many reasons, both good and bad. The race itself was a disappointment for many, none more so than for Muzi Yeni, who was badly injured during the event but is expected to make a full recovery. Another who didn’t have the run of the race was Frances Ethel, an internationally owned Team Valor recruit.

The Gr1 Summer Cup’s buzz horse, Frances Ethel, emerged from the race worse off but healthy after being taken out at the 1400m marker and eventually finishing a noteworthy six lengths behind the winner, her stablemate Winchester Mansion. She pulled up perfectly sound on Sunday morning and is still set to carry reigning British Champion Jockey Oisin Murphy on her back in the Summer Cup, with Murphy being the marquee jockey signing for the November 30 event. With a shortage of top riding talent remaining in the country, race-riding incidents have become, regrettably, more frequent. It was a rough race overall, but it’s time to let bygones be bygones — onward to the Summer Cup! But first, read on…

Perhaps the most interesting conversation on this warm summer day in sweltering Johannesburg (it was 31 degrees) took place deep in the grandstand at the historic city track. Away from the champagne lunches and fancy outfits, we found what you see around the world in these simple bucket seats for the entry-level fan: a love for the sport unmatched by any marketing campaign. Over the decades, we've traveled the world seeking these nuggets of insight and are always inspired by the grandstand fans we meet — whether in Dubai, Riyadh, Tokyo, Istanbul, Epsom, or Port Louis, that love for racing shines through from the modest seats in these great racecourse grandstands.

A far cry from hospitality boxes and catered dining, these spaces are the domain of hardened racegoers who come rain or shine, regularly showing up at their favorite tracks worldwide. Sharing racing with them is a grounding experience, reminding us why we love the sport and, more importantly, why we fight for its future.

One such fan at Turffontein was an intelligent, salt-of-the-earth, and utterly passionate older gentleman. We never got his name, but the enlightening 15 minutes we spent with him were well worth it in our journey of discovery that began internationally 21 years ago at Hong Kong’s vibrant nighttime racecourse, Happy Valley.

Not surprisingly, the topic moved from a friendly greeting to his lifelong love for racing. The conversation quickly turned to the upcoming Summer Cup, and we naturally asked if he would be attending. His answer was a tentative "yes," due more to travel plans and other personal reasons than a lack of interest.

Then we asked, “Did you hear that the British Champion is coming to ride in the event?”

“Yes!” the gentleman exclaimed. “I heard about it last week! He’s a top rider, and I’m a huge fan — thrilled he’s coming to Joburg.”

Being involved in the effort to bring Murphy here, we shared some of the backstory of this remarkable signing and the plan to bring a jockey of his caliber to South Africa. The details fascinated him as we explained the arrangements. In amazement, he asked, “Won’t this be the first time a current British Champion Jockey rides in a Grade 1 race in South Africa?” Our answer was a likely "yes." We’ll need to look into that — this might indeed be a historic first for the Summer Cup. Most foreign jockeys have come to South Africa for invitational races or vacations, with only a few competing in Grade 1 races, and none as reigning champions. The gentleman rightly pointed out, "This is a game changer!"

He continued, "In my 60 years of racing, you're the most interesting person I've ever met," adding, “After hearing all this, I’m definitely coming to the Summer Cup now that I know the full story.”

The remarkable part of the story is that fans just want to be spoken to, like anyone else, in an informative, open, and engaging way. Social media has done much to improve that insider’s view of the sport, but racing has generally missed the mark. This grandstand fan represents a captive audience, thoroughly captivated by the sport of kings.

If nothing else, it’s a marketing lesson for us all. You don’t need only fancy posters and big campaigns, but also heartfelt messaging that speaks authentically to the audience. They will grow your audience for you. These 'gold-tier' grandstand fans are your best marketing asset, not just glossy models or expensive PR campaigns, which often deliver generic stories that treat racing as just another sport. It’s not. Racing is unique, and this is what makes it special.

We’ve invited the gentleman to find us on Summer Cup Day to meet the jockey he considers "the best in the world today" — that’s Oisin Murphy coming to Johannesburg’s Turffontein!

This is what racing can do!