Shelly Ramírez, director of Chacco Marketing: "We are a benchmark in the equestrian industry and now have a global market."

Shelly Ramírez She is an American lawyer. Born in Miami, she grew up and studied in MurciaBut one day he decided that his thing was the world of horse riding and founded Chacco Marketing, a consulting, marketing and communication agency dedicated to the world of horses, a passion that is shared almost everywhere in the world, especially in America, the Middle East and Europe.

 

The company gets its name from Chacco-Blue, a legendary show jumping horse who passed away in 2012 and whose offspring continue to excel at world equestrian competitions. In just a few years, Chacco Marketing has become the industry's benchmark. It advises stables and riders, offers services to businesses, and promotes an industry that has opened up to a wider audience in recent years. Shelly also directs Chacco Info, the specialized information website for anyone interested in learning about the latest developments in the horse world. Based in Spain, Chacco Marketing is already working in the Americas and the Middle East.

 

-How did Chacco Marketing make the leap to those countries?

 

The company was born in SpainFirst as a consultant, and then as an information and communications channel. Chacco Info is a news site with hundreds of thousands of visits each month. We're read from all over the world where there's interest in horse racing. And they called us from Florida St Because they follow us. Chacco Info is our way of reaching all horse enthusiasts.

 

-In this process of internationalization, opportunities have also arisen in Saudi Arabia, Venezuela or Canada. Are these Chacco Marketing's objectives?

 

We want to go as far as horses take us. We set no limits. We know that a passion for horses is like an international passport for rapid transit. Sharing the passion for horse riding allows us to interact with very diverse cultures, which have one thing in common: they adore horses and are devoted to horse riding. With the Arabs, it's immediate. But we also have clients in Dominican Republic, or Canada. Venezuela It's the country of my maternal family, the place I return to often, because many of my family members live there. And for me, working where I spent the first years of my life will always hold something special.

 

-And what do those companies that request your services from those countries need?

 

They are looking for a presence in the Spanish media, they want to publicize their events, their competitions, or the advances they have achieved in horse breeding and care. They need services from digital marketing industry, carried out by experienced professionals who know the market and have good contacts with all the players in the equestrian world. In short, they want to participate in the vast network of companies, people, and events that revolve around horses. In reality, they're asking us for the same thing as Spanish companies: to bring them closer to their target audience.

 

 

-How was Chacco Marketing born?

 

The company is the combination of two passions: communication and the world of horses. We were born during the pandemic. The truth is, we saw that circumstance as an opportunity: to go digital. Equestrianism needed an agency that could provide all the services it needed, that understood its passion, and that spoke its language. That's Chacco Marketing. Creating it has been a lot of work, but I can say we've created the life we ​​love to lead. We truly are a consulting firm, providing solutions to all possible issues and needs, and in Spain, we're the only agency that does so for this sector.

 

-We're talking about an increasingly powerful industry. What role do companies play in the horse industry?

 

Horses now represent 0,7% of the national GDP. The equestrian audience is upper-middle class. And companies are increasingly seeing the profitability of associating themselves with equestrian sports. Brands that sponsor riders or equestrian events strongly reach their target audience. We have a very precise, high-quality advertising target with a powerful international reach. Horses are associated with attributes of high quality: elegance, excellence, and class. This explains why brands like Ferrari, Ralph Lauren, and Hermés feature the horse icon in their logos as a corporate image. It's one of the symbols that continues to fascinate us.

 

-I have the impression that horse racing, in recent years, has opened up to new audiences.

 

Equestrianism is the only sport in which men and women compete on equal terms. Its scope is very broad, as are the ages at which it can be practiced. There are people who ride horses at 80 years old, children who compete in show jumping at six years old, and an Olympic rider who participated in Paris 2024.Juan Antonio Jiménez Cobo– at 65 years old. It's true that at professional levels you need help to compete. But it's also true that large companies are increasingly getting involved in the equestrian world, and that major businesspeople like Marta Ortega, Guillermo Barceló or María José Álvarez are increasingly involved in horse racing.

 

-The 3rd Community of Madrid Cup will take place in June, an event that has entrusted Chacco Marketing with its support for the third consecutive year. What does this event represent, and how has it evolved over the years?

 

This third edition is especially exciting for me, as we've moved up to the 5-star category, the highest national category. It's the best-equipped national equestrian competition on the calendar, and it's both an honor and a responsibility to have them trust us with their services once again this year.

 

I have a special affection for this contest, since LA RAZÓN sponsored it in the first edition, aware of the audience this type of event reaches, and since we managed the marketing for it, they saw my writing style and ended up giving me the equestrian section. Writing constantly for one of Spain's most important newspapers is something I love.