In an attempt to appeal to new generations and attract more public to horseracing, Racing for Change, a United kingdom horseracing industry body, has informed that it will take ten different measures. The actions were chosen after carefully studying the horseracing world, its problems and its target audience.
One of the problems found by Racing for Change is the fact that some racing stars are not willing to work closely with the media, which generates negative publicity. Besides, the horseracing body plans to introduce new decimal odds, to make odds simpler to understand, especially for young punters.
“British horse racing is the envy of the racing world with our abundance of outstanding horses,” Chris McFadden, Chairman of Racing for Change commented. “Yet the sport needs to work harder to connect with a wider public. This is, no doubt, a result of a significantly more competitive betting and leisure environment - so we have to raise our game.”
The new odds system proposed by Racing for Change is expected to be trialed on one racing weekend in the spring. The group intends to attract more punters to the racetracks, in particular young people between 18 and 24 years old, with the creation of a membership club for young adults and a website.
According to McFadden, researches conducted have come up with more ideas to achieve the body’s aim. “We just need the courage to trial them and measure the outcomes. Work to overhaul the Fixture List and develop racing's prize assets is under way and we expect to make further announcements over the next couple of months,” he said.
Besides changes in the odds system, there are plans to create a budget to pay fees to jockeys and trainers who make media appearances outside the racing media. Also, the free club for young adults will offer several benefits, including the possibility to buy shares in horses and discounts in racetracks admission fees.
Racing for Change will launch an official website with information about horseracing and photo finishes will be displayed on big screens while the judges call the winners, to make them more exciting. McFadden said the horseracing sport needs raise its game in order to connect, as it did in the past, with the wider public.