Driven by the British Horseracing Authority’s ambition to build a modern, compelling, and sustainable fan experience, we set out to identify new routes to growth — uncovering what drives and deters engagement, and the levers that could inspire future fandom.

We led the sport’s most extensive audience study to date, combining 7,500 survey responses, in-depth interviews, and a competitor audit to understand both today’s fans and tomorrow’s audiences.

The research revealed six priority areas — from welfare perceptions to accessibility and emotional connection — that define how racing must evolve to stay relevant.

The result is a multi-year customer strategy grounded in data and built for long-term growth, aligning the industry behind a shared plan to create a dynamic marketing function, elevate race-day experiences, and strengthen fan relationships.