Introduction to the key themes racing for change ifha annual conference paris october 2009
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Introduction to the Key Themes “Racing for Change” IFHA Annual Conference Paris, October 2009. 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

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Introduction to the key themes racing for change ifha annual conference paris october 2009 l.jpg

Introduction to the Key Themes

“Racing for Change”

IFHA Annual Conference

Paris, October 2009


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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


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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


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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


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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


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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


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