This is the new language of sports marketing, and it requires us to think differently about how we design, promote, and deliver events. Experiences firstResearch consistently shows that millennials and Gen Z place higher value on experiences than on material possessions. Reframing the race day experiencesAt Dubai Racing Club, this shift has transformed the way we approach both the Dubai Racing Carnival and Dubai World Cup. For Dubai Racing Club, the Dubai Racing Carnival is more than a season of races, and the Dubai World Cup is more than one of the world’s richest race days. By Sophie Ryan, Head of Corporate Communications, Marketing and Brand, Dubai Racing Club