In a landmark initiative aimed at securing the long-term future of British horseracing, the British Horseracing Authority (BHA) commissioned Project Beacon — the most extensive piece of consumer research ever undertaken in the sport’s history. Drawing on responses from more than 7,500 adults across the UK and Ireland, Beacon provides an unprecedented data-rich understanding of how the public perceives racing, what motivates them, and what barriers exist to broader engagement.
Project Beacon serves as a strategic foundation for how British racing can adapt, evolve, and thrive in a rapidly-changing sporting and entertainment landscape where traditional fan bases are ageing and competition for attention is fiercer than ever. The insights from Beacon are meant to guide a range of initiatives, from improving the raceday product and communication to shaping wider industry strategies that unlock new audiences and deepen connections with current fans.
Attracting a New Audience
One of Beacon’s most important findings is the identification of an ‘open to racing’ audience of around 25 million adults across Britain and Ireland — people who are not currently deeply engaged with the sport, but do not reject it. Within this group, nearly 17 million are either casual fans or potential fans, meaning they could be influenced toward greater engagement with the right strategies.
The research categorized the public into target audience types:
- Open-minded rookies – younger people who have little current exposure to the sport, but are willing to try it.
- Social stakers – individuals who enjoy betting in a social context, often with friends.
- Event lifers – those who view racing as a big day out and part of a social experience.
- Serious betters and racing experts – committed fans who follow racing closely and form its traditional core audience.
Among these, two segments stand out as priorities for growth: open-minded rookies and social stakers, together representing approximately 7.1 million adults with significant untapped potential.
At the same time, Beacon highlights the importance of retaining core audiences—serious betters, event lifers, and racing experts—whose support remains vital to the sport’s financial and cultural strength, totalling an estimated nine million people.
Understanding Barriers to Engagement
While the sheer size of the “open to racing” population means opportunity, Beacon also sheds light on the barriers that currently limit engagement. The most significant among these is public concern about horse welfare; many people worry about the treatment of horses, and these concerns act as the single biggest obstacle to deeper involvement with the sport.
Beyond welfare, several other barriers emerged:
- Lack of emotional connection: Many potential fans do not feel a strong personal or emotional tie to the sport or its personalities.
- Complexity of the product: Newcomers often find racing hard to understand, particularly betting terminology and form, which can seem opaque without guidance.
- Raceday experience: For some, the atmosphere and presentation of racing events are not compelling enough to elevate casual interest into regular participation.
Strategic Priorities
Beacon’s analysis outlines six priority areas for industry focus, forming a blueprint for action:
Improving the raceday experience and betting product
This means creating more engaging, user-friendly experiences at racecourses and within betting services, tailored for both newcomers and seasoned fans.
Increasing accessibility of ownership
Making racehorse ownership more affordable and easier to enter could attract fans interested in a deeper connection with the sport.
Shifting perceptions of horse welfare
The sport must articulate and demonstrate its commitment to equine care in ways that build public trust and counter misconceptions.
Demystifying racing and its language
Tools and communications designed to make betting and racing terminology more transparent will lower the barrier for newcomers.
Building emotional connections to personalities and stories
Highlighting the people and narratives behind the sport — jockeys, trainers, horses — can foster bonds that turn casual observers into loyal supporters.
Strengthening the overall structure of the sport
Simplifying the way races, seasons, and narratives are presented helps fans follow the sport more easily and feel part of its rhythms.
Project Beacon is seen as foundational in shaping decisions that will increase British racing’s audience, deepen emotional connections, and support its financial and cultural resilience — something all racing industry organizations should emulate to continue to grow the sport and improve the raceday product.
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