Since 2019, INVADES has partnered with Aintree Racecourse to attract a new generation of racegoers. By combining student-focused marketing, affordable ticketing and unforgettable live experiences, the partnership has transformed a quieter raceday into one of the UK's largest student sporting events, welcoming over 8,000 students annually while driving attendance, atmosphere and commercial performance.

The Challenge

Aintree Racecourse wanted to increase attendance at its first weekend of November fixture by reducing unsold capacity on a quieter raceday. Alongside driving ticket sales, the objective was to increase food and beverage spend and introduce horse racing to a younger audience that had traditionally been difficult to reach.

The Strategy

INVADES' unique event proposition combines affordable ticketing with return transport, live DJs, entertainment and a social first experience designed to engage the next generation of sport fans.

The Result

  • 8,000+ students attended in both 2024 and 2025, making it INVADES' biggest annual event.
  • Attendance grew by over 348% between 2019 and 2025.
  • Thousands of students were introduced to horse racing for the first time, helping Aintree engage a new generation of racegoers.
  • The partnership successfully increased attendance on a traditionally quieter fixture while creating a vibrant atmosphere and driving additional on-site food and beverage spend.
  • The sustained growth over six years demonstrates the power of targeted youth marketing to unlock new audiences and deliver long-term commercial value for sporting venues.

1785

Attendees in 2019

8000+

Attendees in 2025

348%

Attendance growth

Conclusion

Latest Stories

Events
Turning Quiet Fixtures Into Sellouts

Turning Quiet Fixtures Into Sellouts

INVADES helped turn a traditionally quieter raceday into a high-energy student event, increasing attendance, reducing unsold capacity and driving incremental F&B revenue.  
Technology
Repositioning Tinder Within Student Culture

Repositioning Tinder Within Student Culture

How Tinder Used Creator-Led Storytelling & Live Experiences to Build Cultural Relevance Among Gen Z Audiences
FMCG
Turning Student Culture Into Brand Visibility

Turning Student Culture Into Brand Visibility

How WKD Reached Gen Z Audiences Through Experiential Activation & Viral Social Content

looking to partner with us?

Become a Partner