WithFeeling created the sonic branding and original music for Dubai Racing Club, home of the world’s richest horse race, the Dubai World Cup at Meydan Racecourse.
- Client
- Dubai Racing Club
- Agency
- WithFeeling
- Awarded
- See Awards
”“I’ve always believed in the power of sonic branding. It has been a pleasure and great fun working with Chris Atkins and Joe Dickinson on our new sonic identity. Their passion, enthusiasm and expertise shine through. And there is more to come…
If you’ve never experienced horse racing, bring your family, friends or colleagues and join us this Friday at Meydan Racecourse, 6pm. Visit https://lnkd.in/dFhY4wyT
Lauren IgielskiMarketing Manager – Dubai Racing Club
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DUBAI RACING CLUB: THE SOUND OF THE WORLD’S RICHEST HORSE RACE
Dubai Racing Club hosts the Dubai World Cup at Meydan Racecourse, an event that draws over 80,000 spectators trackside and millions more around the world, with a total prize purse of USD $30.5 million. WithFeeling built the full sonic identity, anchored by a hero track called “Dubai Millennium”, a sonic logo and a system of variations built for race weekend, broadcast and beyond.
THE CHALLENGE
Build a sonic identity for one of the most prestigious days on the global racing calendar. The sound had to carry four ideas at once: the pounding rhythm of hooves on turf, the rush of a championship race, the prestige of a USD $30.5 million event, and a clear Emirati identity. Everything from the grandstand at Meydan to the global broadcast had to feel unmistakably Dubai.
THE APPROACH
WithFeeling composed “Dubai Millennium”, a cinematic hero track built on the distinctive pounding rhythm of hooves on turf, big powerful drums for the rush of the race, and Arabic instrumentation woven through for the Emirati feel. The sound design layered in the roar of the crowd and the thunder of the horses. From the hero track we built a sonic logo and a system of variations for broadcast, on-course moments and post-race entertainment for Dubai World Cup 2025.
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CONCEPT BEHIND THE SONIC
THE RESULT
A complete sonic identity that turns Dubai Racing Club’s biggest day of the year into an audible event. The hero track and sonic logo give the brand a single recognisable signature, and the variations let it scale from the grandstand at Meydan to a global broadcast audience. Awarded Silver at the Transform Awards 2025, and praised by Marketing Manager Lauren Igielski for the team’s “passion, enthusiasm and expertise” on the project.
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