1 / 7

Racing for Change: Transforming Horseracing for a Modern Audience

Explore the challenges and opportunities in modernizing British horseracing to engage a wider audience and drive innovation in betting strategies. Learn about the Racing for Change initiative and its efforts to revitalize the sport.

hedden
Download Presentation

Racing for Change: Transforming Horseracing for a Modern Audience

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Introduction to the Key Themes “Racing for Change” IFHA Annual Conference Paris, October 2009

  2. British Racing now • Racing is the second largest sport in the UK • More than 6 million admissions per annum; 4 of top 8 sports event • 2 million individual racing fans • £12bn betting turnover (1% return) • 40,000 owners (net contribution of £275m • Regular TV audiences of c.1 million (BBC, C4) • Maximum audiences of 6 million (Grand National, Epsom) are equal to England football matches

  3. So what’s the issue? • Share of gambling/betting stagnating • other product offerings • Traditional racing perceptions (gambling not fluttering) • other sports are growing fast because; stronger consumer engagement • Terrestrial broadcasting losing audience • Ageing demographic, social shifts • Highly competitive leisure, entertainment and luxury markets

  4. Consumer Research • Horseracing is generally well regarded – great assets • Free of major image problems. • Not front of mind – “best kept secret” • Highly enjoyable day out but peripheral activity • Lacks the hooks necessary to capture and maintain engagement • Scope for converting casual race goers and flutterers into aficionados of the sport is limited by the complex nature of the product • Current casual participants are insufficiently in either the sport itself or in serious betting to make the required investment in understanding it

  5. Racing for Change • Racing as a premium branded sport • Broaden horseracing’s national media appeal & promote the excitement of horseracing - broadcasters and sponsors • Increase frequency of visit • Promote ownership • Betting strategy

  6. What is to be done? • The Racing for Change Board • Racecourses, Horsemen, BHA, Levy Board • Strategy for new betting industry • Cross promotion; Co-marketing campaigns • New forms of bet for “flutterers” • Central marketing and PR • Signpost the key stories; Less jargon • Raceday experience • More attractive; easier to return • Telling the Story • Branded Nationally delivered narrative for the sport • Clearer signposts: Differentiation, Premier racing

More Related