How Horse Racing Can Embrace Innovation to Build a Better Future

Fans at Hawthorne racecourse. Fans at Hawthorne racecourseWith 53 per cent of horse racing fans over 55 years of age, an obvious question must be how to attract a younger audience.

Racecourses have attempted to broaden their appeal by tagging concerts on to race days or offering student discounts.

However, while this may sell extra tickets at the time, it isn’t shaking up the fundamentals of the sport to enhance the racing experience itself and therefore fails to provide a long-term solution.

Authorities must consider how racing is positioned to appeal to the next generation of millennials, and beyond that, Generation Z.

Check out Ed Meyer’s preview of the Belterra Park meet in Ohio

Vast differences exist in the interests and media habits of over-55s and under-35s. For example, specifically within existing horse racing fans, only 33 per cent of over-55s show an interest in the latest technology products, compared to 62 per cent of 18-34 year olds.

Similar disparities appear when it comes to digitalization, consumer behavior and technological engagement.

Consequently, what has worked in the past for the existing demographic of horse racing fan will not have the same appeal to future audiences…

Share this with your horse racing friends
Handicapping tips from agameofskill.com

Subscribe

* indicates required





Email Format


About Editor

Rich Nilsen is an 18-time qualifier to the National Horseplayers Championship (NHC), an event he has cashed in four times. He was the first player to finish in the top 10 twice. Rich was also a winner of a $24,000 package into Kentucky Derby Betting Championship I. A former executive with Brisnet.com and a member of the NHC Players’ Committee, Rich is a graduate of the University of Louisville Equine Business Program and is founder of AGameofSkill.com, a site devoted to horse racing education and promotion.

Speak Your Mind

*

This site uses Akismet to reduce spam. Learn how your comment data is processed.

More in Horse Racing News, Horse Racing Promotion | Marketing, Horse Racing Survival
24 hours in Horse-racing Heaven in the Bluegrass

Before the Kentucky Derby on the first Saturday in May, there is Keeneland in April. Every spring, Lexington's historic track fills with life. Some...

Close