A US motor racing organisation has registered goracing.com, while in the UK a group of Yorkshire racecourses use goracing.co.uk. Go Racing discovered the problem when it tried to register the domain names.
Attheraces is committing £72m to market UK racing over the next decade. The consortium, made up of BSkyB, Channel 4 and racecourse owner Arena Leisure, won the rights after almost two years of talks, an 11th-hour deal with the British Horseracing Board and a legal challenge by a smaller rival contender GG-Media.
The group will ensure the sport gets continued coverage on terrestrial TV, a new digital racing channel and a new lunchtime racing show on Channel 4. Its website will go live in October, backed by a £3m marketing campaign.
Chris Stoddart, chief executive of attheraces, said, "They have created a truly original compelling identity, which will help to develop the reach of British horseracing and attheraces internationally."
The new identity was created by design agency Tornado.