Many football & rugby teams, as well as pop stars, will now employ a ‘fan engagement manager’, a term that unsurprisingly came from the United States.

Some will tell you fan engagement is a new style of sponsorship, others will say it’s a long term growth strategy.

A recently advertised position described the directive ‘to oversee the day to day social media presence of players/artists to drive fan acquisition & retention’.

The artists, or should we say ‘stars’, of our industry are undoubtedly the dogs and its been great to see the world slowly start to recognise how deep the bond is between owner/greyhound, as well as kennel staff & their charges.

Since lockdown started back in March we’ve noticed far more social media content than ever before, from owners, syndicate organisers, trainers, kennel staff, and tracks.

There has also a big increase in videos & photos of recently retired greyhounds, often from the brilliant rehoming centres.

We get frustrated at some of the myths surrounding the greyhounds and their treatment, the lies, the photoshopping, the manipulation and the downright ignorance.

If there’s one thing the industry has lacked is any real voice over the years, through a distinct lack of PR & marketing, where it’s taken far too long for the sport to react to a mindset that had been clearly developing for many years.

With welfare standards now as good as they have ever been, homing numbers at record levels and racing the last sport to lock down & first back, we do have a decent platform from which to educate the massive audience that can and will be influenced by our posts.

There have been some big social media players over the past few months who have made everyone in the sport take note.

David Mitchell, a web developer & IT expert, who also runs the Blue Tick Greyhound Syndicate approached all UK tracks to set up the recording of trials for free. Not all took up this generous offer but many have then followed the format, which is a big forward step for owners, even if later than it really should have been!

Apart from ownership of Derby runner Blue Tick George, trained by Jim Daly, David has runners in Australia who are, frankly, promotional wise light years ahead of us.

Whilst our Antipodean friends continued their racing during our sports short lock down, it seemed to raise awareness of where our industry is coming up short on basic social media content.

Vanessa’s Tweet- not a bad advert for the way many racing greyhounds are fed.

Technical ability and state of the art kit can help to take this to another level but so much can be done on an iphone through passion, effort and a little imagination.

So step forward Josh Sealey, groundsman at Swindon Stadium who together with his pal, BAGS cameraman Ollie Bray, put together a fantastic promotional video that was simply brilliant, even blending in some live commentary from the master himself, Ian Fortune.

Fortunately, that was just the beginning as Josh, grandson of Bicester schooling track owner & racing surface specialist Jeff Sealey, has experimented with more ideas that are showing our sport the direction & promotion it needs to follow.

The production we’ve seen from Josh & Ollie has mirrored the quality produced ‘down under’ and made us all realise what can be done.

We are assured this is just the start so let’s hope the right people, the decision makers, embrace this young talent who are clearly showing us the way forward.

Many trainers use social media successfully, be it replays of their winners, pups being schooled, feeding & training techniques or in house interviews with kennel staff. Whilst it keeps connections in touch, it not only attracts the wider audiences but it can have far reaching benefits through educating neutrals.

One of my favourite greyhound people, known affectionately  as ‘The Big Man’ is Mark Pierrepoint (@Mark_EFC_ on Twitter), who has a personality that matches his towering size!

You won’t meet many people who put in more work behind the scenes. Mark is an eloquent and engaging journalist and writes many a good article in The Greyhound Star,  itself a must read on a daily basis for all who love the sport!

Not only does Mark help out at Trainers Representative Peter Harnden’s kennel, but he is also on the committee at the British Greyhound Breeders Forum.  It’s fair to say that he’s a man who isn’t afraid to voice an opinion in support of our industry!

Leading up to the Greyhound Derby itself we are treated to 6 weeks of trial stakes reporting, which continued when the main event was underway.

Detailed analysis, interviews with trainers & owners, sectional times, top class content.  All done because Mark simply enjoys it!

There’s been many others who have been prominent in promoting our sport over the summer months so perhaps I can mention a few here –Dave Branch (DaveyB on Twitter), Dennis McKeon and Charles Blanning on facebook for their incredibly informative posts on the greyhound breed and if you follow Ken Durrant you’ll be amused on a daily basis by his humorous tales and escapades of his four retired greyhounds!!

Yet the brightest of all have been the posts from the younger stakeholders in our sport. They are the future and far more likely to attract & educate a younger audience to show that greyhounds are fantastic to own whilst racing, even better when you also take them home as a pet on retirement.

2019 Kennelhand of the year Hannah Prince with her pups.

The 2019 ‘Kennel hand of the Year’ Hannah Prince regularly shares her joy with newly born pups at her kennels, where the love & care is there for all to see. Can there be a better image in promoting the sport?

Young trainer Nathan Hunt has hit the ground running with plenty of success in his first year and a regular blogger for us to enjoy.

Vanessa Sharp has been a great ambassador for the Bryn Hall Racing kennels, tweeting informative posts on diet & exercise plus regular content of her two retired’s Alfie & Storm, as well as race videos and updates from Towcester.

Emily Wallis, Livi Noble, Anneliese Thompson, Lisa Samson, Kelli Windebank, Charlie Mann, Lorraine Hyde-Banning, Michelle Brown & Karen McMillan at Romford Stadium have all been proud promoters of both racing & welfare this year, as have so many others.

It is no coincidence that ex racers finding retirement homes is now at a record 90%, a level we are sure will rise further over the coming months. There may be outside influences, such as more people working from home, yet don’t underestimate how the word is spreading fast that greyhounds make the most wonderful pets & companions.

Every photo you post of your greyhound(s) can have a positive effect on a retired racer finding a home, be it of a kennel visit (under Covid rules) at the track, or simply at home chilling on your couch. Every ‘retweet’/share multiplies the audience to those outside racing.

The greys will always sell themselves through beauty, athleticism, charm; they possess an aura that we all know captivates the heart and soul.

Each and every one of us can be fan engagement managers for greyhounds. So please, all of you, keep up the brilliant work!

Be loud, be proud. Never underestimate the contribution you do and can make.

By simply showing our love for this amazing breed on a regular basis, via our social media platforms, the benefits will continue to be profound.

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The Greyhound Retirement Scheme has enjoyed a very bright start and coordinator Paula Beniston appears to be making a big impression on the industry in her first few months.

Mark has four of his own at home – seen here dressing up for the day!!

With the relationship with GT breaking down, this scheme seemed an inevitable development and more progress for the welfare of our sport.

Paula will be clocking up the miles visiting all the approved centres, some operated by GT, the remainder independent kennels.

A qualified accountant, with a long history of working in greyhound welfare, the GBGB have landed a gem here as Paula brings enormous passion and energy to her position, together with a kind and engaging personality.

The start has been incredible, bonds received in the first month amounting to over £ 90,000. In a tough year this has been a massive bonus.

Controversial or not, I’m sure all racing enthusiasts will be keen for the medium to long term association to only be with kennels who are fully behind the industry!

I’ll respect anyone’s right to an opinion in this world but nothing irritates more than hypocrites who are happy to criticise the industry, yet take the money when it suits.

We have seen more than enough of this for too long!

The GRS can lay down a firm marker as the industry builds on what we believe. A racing greyhound is retired. Not rescued.

Taking Mister Brentford for kenneling at The Derby

Being in a position to work with greyhounds at trials and race days has been a real highlight of my summer.

As a novice to this area I’ve been keen to find out as much as I can about all aspects of greyhounds, the feeding, exercise, injuries and psychology.

I’d always wanted to parade a greyhound at a track, wondering if the trainers actually give their charges a pep talk before they get into the traps. Should you massage their muscles as they prepare for a race? All these little matters fascinate me and, like many, I’ve watched all the top trainers & kennel hands on parade over the years, just to see what they might do that’s a bit different.

Racing has done incredibly well to get back without hitches to the race calendar since restart. It’s not been easy for everyone involved.

Initially the dogs soon made it clear they were missing their racing and when it did restart everyone got a lift that a bit of routine was starting to return for the humans too!

As owners and the public have gradually been allowed back in, it’s not been that easy for kennel staff.

Many have eaten packed lunches in their vans, in between kennelling, or races, Covid rules restricting access to normal areas where trainers & kennel hands can mix & relax for a short while.

At racing you are not allowed to mix with the owners, as has been widely documented.

In my short time, at a few different tracks I’ve not heard anyone moan. In all extremes of weather too! Lots of good humour, great sportsmanship, tolerance and camaraderie have been evident.

What you do see is incredible affection for the greyhounds, such care in preparing them to race by kennel staff plus the time taken to thoroughly and comfortably wash the dogs after they run.

Everything at the tracks is so well organised and the kennels have such great air conditioning, the greyhounds can really relax both pre & post race.

Sometimes a kennel hand will have to travel alone, particularly for open racing and these can be long journeys!

The trainer may have to wait 3 hours after kennelling for their first runner, not allowed to remove their mask at any time and also wearing gloves.

None of this is pleasant, nor is it perhaps different to the inconveniences experienced by other sectors during this period of the wretched virus.

Yet it’s highlighted to me just how dedicated trainers & kennel staff are about the greyhounds. You simply do not work in this sport unless you are completely and utterly besotted with the greys. For that is the payback.

So whilst the greyhounds will always be the true heroes, the patience, love, tolerance, dedication and hard work of the kennel staff who go racing is also very special. They have helped to ensure everything runs smoothly during these testing times and is a fact that should not be understated.

As open racing has paid catch up there’s been a plethora of ‘double headers’ we’ve enjoyed from Hove, Monmore, Crayford, Monmore & Newcastle.

Been some top class racing and coverage on RPGTV for us all to savour.

Credit is much deserved to all involved too for enabling the Star Sports & Arc Greyhound Derby take place.

In the circumstances it would have been very easy for our biggest Classic to submit to Covid-19 but it’s building up nicely to be a thrilling finals night, though the vast majority will be watching on RPGTV due to the unfortunate issues regarding numbers and same households dining.

Yet where do we go from here with the Open Racing calendar?

What does 2021 hold with regard to top class racing? Probably not a lot at the moment but we can’t afford to lose more from the calendar.

Apart from a few generous sponsors who support us all through their love of the sport the majority does come from the bookmakers.

If there is to be a relatively blank canvas then breeding is likely to face a bleak year, as without the market for the open racer, how can a breeder make it pay? It costs not far south of £2,000 to get a greyhound to the track.

Without a decent open race schedule breeders will be reluctant to invest in new pups which would lead to a serious medium term shortage of greyhounds.

We need more opens, more maidens opens and puppy opens. Particularly further north.

Let’s hope there’s a long term strategy to play out here and sensible decisions can be taken to get us through a testing time for everyone.

For now, be safe everyone and take care.