Horse racing in the UK and Ireland remains one of sport’s richest traditions with it being steeped in heritage, spectacle and passion. Yet outside marquee events like The Cheltenham Festival, Royal Ascot and The Grand National three day meeting racecourses often struggle to get people through the entrance. Midweek and off-season meetings too often play out before sparse crowds, undermining the atmosphere that racing has been built from. The question continuing to face the industry is clear: how can racecourses reignite public interest and attract bigger audiences all year round?
For a long period of time racing has relied heavily on betting as its main draw. But modern audiences, especially your younger generations are seeking experiences rather than just wagers. Racecourses need to reposition themselves as entertainment destinations, not merely sporting venues. This has its risks but if managed correctly it can work well, just like at international race meetings which have been sponsored by some large European online casinos and gathered huge crowds.
This means curating race days for sport, music, food and culture. The success of events like “Newmarket Nights” or “York’s Music Showcase” proves that adding live concerts or themed evenings can transform the perception of racing as a vibrant social occasion. Even smaller courses can build identity through community-focused days, local food festivals, family entertainment and student racing days.
The modern racegoer wants variety and value for money. By diversifying the experience, racecourses can broaden their audience far beyond the traditional racing fan to the normal working man/women on the street.
Another crucial step lies in digital transformation. Racing has been slow to embrace the kind of marketing sophistication seen in other sports and entertainment industries. To attract new fans, courses need to speak the language of the digital generation through social media storytelling, influencer partnerships and interactive mobile content. This has been done in the last couple of years but there is definitely room for improvement.
Short-form video content showcasing the energy and excitement of a race day also adding behind the scenes access to jockeys and trainers. Courses should also capitalize on data driven marketing personalized offers, dynamic ticket pricing and loyalty programs that reward repeat visits to the course.
The cost remains a barrier for many potential racegoers. In previous generations a day out at the track was visible to people from all walks of life but now it’s one of the most expensive days out and that’s before you have a bet. Outside major meetings, courses should consider flexible ticket pricing, family discounts and transport inclusive packages. This in turn will make it easy and affordable for casual fans to attend. Improved links between courses and nearby towns or cities, coupled with creative promotions like “bring a friend free” schemes, we feel will make a real difference.
Equally, the racing industry must confront the perception that the day out is for the elite. A more inclusive and approachable brand image emphasizing community, sport and excitement rather than formality will help attract younger generation crowds.
In our opinion the future success of UK and Irish racecourses depends on connection with your racegoers more than tradition. The great festivals will always draw crowds, but sustainable growth comes from making a normal day’s racing appealing to a new fan and in turn trying new courses and becoming a follower. Racing should celebrate its heritage without becoming trapped by it.
That means turning racecourses into social and cultural hubs, powered by innovation and inclusivity. The sound of hooves thundering down the home straight should be matched by the buzz of a crowd that feels engaged not just as bettors, but as fans, families, and communities united by the thrill of the sport.