Frankie Dettori’s Next Chapter: From Legendary Jockey to Horse Racing Ambassador

Frankie Dettori is one of the longest-standing and most famous names in horse racing, having been at the centre of the sport for more than 40 years. Despite having technically retired as a jockey, he still finds himself back in the saddle every now and then.

It’s clear that he has no plans of leaving horse racing even after hanging up his riding boots and breeches. In fact, the Italian now has a new role with Amo Racing as its global ambassador. This position means that he will remain at the heart of racing for many more years.

Dettori Is One of the Most Famous Names in Horse Racing

There are few riders who have quite the same iconic status as Dettori, who is easily one of the most recognisable figures in the sport. He started his career in Italy but later established himself as a legend of the biggest race meetings in the UK. His famous seven victories at Ascot in 1996 are still one of the most extraordinary achievements in British racing, while his career ultimately included three jockeys’ championship titles and around 288 top-level victories.

Dettori’s profile has been boosted beyond the sport as well, thanks to his various appearances across entertainment. He appeared on television shows including Big Brother and I’m A Celebrity… Get Me Out Of Here!, which helped to cement his celebrity status. There are even casino slot machines online that use his face and name, including Frankie Dettori: Sporting Legend and Frankie Dettori’s Magic Seven. With all these media appearances, it’s no surprise that he’s now taken up a new position as a brand ambassador.

New Role with Amo Racing

Amo Racing is an ambitious ownership operation founded by Kia Joorabchian, which aims to build a world-class global thoroughbred racing and breeding operation. Joorabchian has described Dettori as an important addition as the brand ambassador, and Dettori said the opportunity made sense as a way to remain involved in the sport.

Now that Dettori has moved into this new position, his responsibilities will span much further than when he was a jockey. Back then, he simply needed to win races. Now, he needs to provide credibility to the brand and represent Amo at major meetings. On top of that, he’s using his expertise to oversee the brand’s growing international operation.

From Riding Horses to Promoting Racing

The biggest challenge for Dettori now will be to build on his legacy away from the saddle. In his jockey days, his success was measured simply in track wins. Now, though, his multifaceted role will be judged in a variety of different ways.

For someone with a personality like Dettori’s, this shouldn’t be difficult. As someone who’s so respected in the sport, it will be easy for him to bring credibility to conversations about the sport too.

Dettori’s career may have changed, but his connection with horse racing remains strong. Now, he has the chance to build on his already impressive legacy and strengthen his influence in other aspects of the sport.