British Horse Racing Marketing Targets True Fans Among Youth

young attractive British racegoerHorse racing in England is on an “upward curve” but faces challenges in keeping both the traditionalists and the younger generation happy, a leading figure in the sport says. Paul Fisher, chief executive of Jockey Club Racecourses, which is responsible …

Source: Sports: British horse racing targets true fans among young

British Horse Racing Targets True Fans Among Younger Players

Ascot racecourse in UKHorse racing in England is on an “upward curve” but faces challenges in keeping both the traditionalists and the younger generation happy, a leading figure in the sport says. Paul Fisher, chief executive of Jockey Club Racecourses, which is responsible for blue riband events such as the Cheltenham Festival and the Grand National, said it is… [Read more…]

‘Sport of Kings’ Must Embrace the Younger Players

Melbourne_Australian racing“Engage them and they will come back, lots of people who go racing feel they don’t have a voice but if racing authorities connect with them there are a lot of potential soldiers out there to come marching in through the gates.

“There is nothing like a day at the races and horse racing is a truly great sport.”

Racing must engage the young through social media to ensure the ‘Sport of Kings’ attracts a fresh audience and source of revenue, says influential racing blogger Stephen Power. Power, who attracted over 12,000 followers on Twitter in just 18 months with his views on racing, is impressed by the amount of young people attending race meetings.… [Read more…]

Bet Like No Other Marketing Campaign tied to 2016 Breeders’ Cup

The Breeders' Cup at KeenelandLEXINGTON, Ky. (August 18, 2016) — The Breeders’ Cup announced a new marketing campaign available to all simulcast outlets designed to promote wagering on this year’s Breeders’ Cup World Championships at Santa Anita Park, November 4-5. Titled “Bet Like No Other,” the campaign will focus on the tremendous wagering opportunities and excitement of betting on the two greatest days in the sport of Thoroughbred racing.

The “Bet Like No Other” campaign will feature a :30 second television commercial, print, poster, radio and digital banner advertising and “edutainment” GIFs (Graphics Interchange Formats) to be used on social and digital media. All creative assets can be tagged by racetracks, OTB’s and casinos with a local message and are available for download on the Breeders’ Cup partner website.

The campaign will also be supported by a panel of wagering influencers who will take part in a month-long, charity driven program to raise awareness about betting the Breeders’ Cup. The four influencers are ESPN personality Kenny Mayne (@kenny_mayne), who finished 9th in the 2014 Breeders’ Cup Betting Challenge; 2012 National Handicapping Championship Champion and co-owner of The Tournament Edge Michael Beychock (@beychockRacing); Renowned author and columnist Joel Stein (@thejoelstein) and social media wagering guru Monique Vag (@parlayqueen).

Beginning October 1, each wagering influencer will wager up to $2,000 on three NBC Sports telecasts of the Breeders’ Cup Challenge Series: Win and You’re In – Presented by Lane’s End Farm and America’s Best Racing. The competition will end with the Breeders’ Cup on November 4-5 and each panelists bankroll will be donated to the charity of their choice with the Breeders’ Cup guaranteeing at least a $1,000 donation to each.

The two-day Breeders’ Cup is one of the world’s greatest wagering events, featuring some of the largest payouts on straight and exotic wagers during the calendar year. Last year, a total of $155.5 million was wagered on the races worldwide.

“While there are many popular aspects that people enjoy about the Breeders’ Cup, wagering on greatest races in the world is second to none,” said Justin McDonald, vice president of marketing. “Our goal is to ensure partner simulcast outlets have a successful Breeders’ Cup weekend and this campaign provides them the tools to reinforce the thrill, excitement and large potential payouts presented to all horseplayers and sports fans during the World Championships.”

The campaign was developed by Lexington-based advertising agency CORNETT, in conjunction with Breeders’ Cup.

Horse Racing’s Language Lost in Translation

copyright 2016 A while back Amanda Duckworth wrote an excellent piece for ESPN entitled “Word Play” that raised an important issue for those of us in the horse racing industry:

It was at this moment in time last week when I was approached by a woman who was astonished I knew how to read a [sales] catalog page. As the days have passed, I keep returning to our conversation because it highlighted a long standing issue: is horse racing’s vernacular keeping fans away?

Although all sports have their own terminology, horse racing takes things to another level. Take a gander at just a few of these words that a novice might hear on their first trip to the track.

Claiming races




Bug boys

Starter allowance

Maiden Special Weights

7/5 odds

Super Hi-5

Place Pick All

What comes second nature to most of us handicappers is like a foreign language to the overwhelming majority of the public.  I know this isn’t the first time this has been addressed, but it’s an important issue that I truly believe does keep potential fans away.

Maybe every entrant into every racetrack in America should have the opportunity to pick up a flyer that addresses the basic terms used and what they mean.  Education creates fans and we’re not doing nearly enough.

CNBC about Wealthy Racehorse Owners Airs Tonight

Tonight at 9pm ET CNBC will air a show about the lifestyles of the rich and famous.  The focus will be on the Fasig Tipton horse sales and includes a segment on Team Valor International and their horse ownership group.  Here is a preview of tonight’s show.


A Better Presentation is What Horse Racing Needs

Racing needs a better presentation, TVBy Art Parker

Thoroughbred racing requires us to fight an ongoing battle, a battle for survival. I am not going to point out the mistakes we made over the years. I use the word we because I am convinced we must all fight this battle to make sure our sport not only is trying to grow, but trying its best to survive. Today the battle is to garner new faces, new blood, new fans, and preferably those in the demographic of young adults. We need to do this with an old sport.

Trying to put anything old with something new has never been easy, if it was, then teenagers would love to go see old folks on their birthday and give the real old aunt a big smack on the lips. And we know that doesn’t happen.

Besides the effort of social media and all the new bells and whistles of the high tech age, the television is still a good way to place our product before prospective fans. Justice is best served our sport when the people get its full visual effect. Watching the action of the sport can be exhilarating similar to what some folks experience watching NASCAR. But like anything else, the sale is often made not with the contents of the box, but how you wrap the package.

For many horseplayers Breeders’ Cup day is one where the action takes place at home. So many of us now play via Advance Deposit Wagering (ADW) and we utilize various resources to have all the advantages of being at the track without having to go to the track.

I’m sure many of you are like me. I play via ADW and turn the television on for the non-stop Breeders’ Cup coverage, even though the television coverage is not required to get the job done. This year the television coverage was like in the past. It is not interesting enough to watch, at least for the regular player. And, I suspect it was not interesting enough to those that are not regular players.

I didn’t watch the coverage on Friday but I did tune in Saturday and paid attention the best I could. One reason I was going to watch the Saturday coverage was to try and see the presentation as if I was a novice.

All races except the Classic were viewed on the NBC Sports network. The coverage on NBC Sports was like it always is and just not too good, in my opinion.

For the most part the coverage is boring to those that do not know the sport. A novice sits there and listens to some guy talk about Beyer Speed Numbers and there is simply no way the newcomer knows what those numbers are. It’s like those of us in the know are keeping a secret. Of course, this is just an example. The bottom line is that we do not use the opportunity to recruit new players with actions and information that will make them comfortable.

But then we left NBC Sports and went to NBC for the final hour and, of course, the feature race, the Breeders’ Cup Classic. The presentation seemed to be very much different. It was far more exciting. My wife remarked that it seemed like we were watching the Academy Awards. There was a greater romance with the horse. It seemed different and I liked it. I’m sure much of the content was considered the same by some, but what I liked was the way the package was wrapped.

What I perceived to be a good move was that the Classic hour had the possibility of recruiting new players with just downright excitement and avoided running prospective players off with mystery information. Plus, we got the biggest Breeders’ Cup moment in Prime Time. I salute NBC for what I think was a different presentation. I encourage racing’s television partners to continue to work on new ideas that will attract more participants. I hope our television partners will attempt to make future broadcasts something the younger people will call “awesome” or “cool” instead of “something the old folks like.”


Horse Racing Deal offered on

Visiting the Gulf Coast of Florida this winter? If so, don’t miss out on this online deal. Tampa Bay Downs is back at it again on, offering discounted packages to the days of your choice at the upcoming 2012-2013 meet. They offered these deals last year and it was a great success for the track.

Choose from Four Options:
$9 for a day at the races for one (a $20 value)

$15 for a day at the races for two (a $35 value)

$29 for a day at the races for four (a $65 value)

$42 for a day at the races for six (a $95 value)

Each person receives:

  • Valet parking
  • Clubhouse admission
  • Racing program
  • $2 betting voucher
  • $5 food voucher
  • Box seats

Click here to join Groupon and then choose “Tampa Bay” for the city to find this deal.

Tampa Bay Downs grandstand   copyright


About Tampa Bay Downs (according to the Groupon website)
At Tampa Bay Downs, thoroughbred horses burst through the starting gates while spectators cheer for their picks and spend an afternoon basking in the amenity-rich premises. Visitors can wager on live and simulcast races, or wander into The Silks Poker Room and hunker down for a game of Texas Hold’em. The racetrack features numerous restaurants, grills, and bars as well as a fully-lit, 22-acre golf practice facility with all-Bermuda grass hitting stations, chipping greens, and a covered range.

Top Owner Wants Changes Made in the Racing Industry

Leading Thoroughbred owner Mike Repole thinks the industry needs an overhaul, and who’s to argue with him. The industry needs to make major changes, and it really requires the help of smart guys like the Vitamin Water founder, Repole, to help come up with and implement those changes.

“We’re the only real sport without a governing body. I’d love to tell somebody all my issues with our sport, but I don’t even know who to go to,” Repole said.

“I just know the old guard is running the sport, and the old guard doesn’t want to change. It’s almost like we’re football players still wearing leather helmets.”

Read the whole story with Repole that was featured in The Business Review.

Does Horse Racing Know Its Audience?

Gary West writes for ESPN:

Horse Racing Fans at the Saratoga Clubhouse Rail

Fans at the Saratoga Clubhouse Rail

“Twice a week, Amelia and Juan Rojas journey 40 miles from Waxahachie, Texas, to Lone Star Park at Grand Prairie. At the racetrack’s renovated simulcast facility known as the Bar & Book, they typically spend the entire day. Seated comfortably at their carrels, they watch the action on individualized television monitors and bet on races from New York to California. This time of year, they follow the sport from Saratoga to Del Mar, with simulcast excursions to various racing locales in between.

Some racetracks lavish thousands of dollars on popular musical performers that can be magnets for youngsters who, in some cases, aren’t old enough to bet. They might not seem very unlike many of the sport’s most devoted fans, except for one thing. She’s 102, and he’s 101.”   Read the rest of the story