What can the sports betting sector do to make horseracing more attractive?

I took on the challenge to write this article because it’s something I have thought about and debated with peers in this sector. I’m going to change the question slightly though because it’s not on the sports betting sector to do this, it’s on horseracing itself, and that is a broad church.

The question therefore really is what can horseracing do to make horseracing more attractive? The objective should be that horseracing exists whether betting exists or not, as it is with football or grand prix or other sports. Betting is an entertainment value add, not a cause or a reason for existence.

There are lots of issues with horseracing today and its future in my view, if it doesn’t absolutely change, is very questionable for a host of reasons. Let’s look at some of the core issues first and then at some possible solutions.

Left in the stalls

There is a large element of time and money to this. Years ago people had no money and lots of time with little chatter or electronic distraction. People could familiarise with the sport over long periods and make considered bets based on form. Nowadays, people have money and no time – and that’s fundamental.

The result is that we have two audiences for horseracing: the enthusiasts who totally love it for what it is and who can tell you everything about it including blood lines, and the punters. The latter know way less than the enthusiast but they bet on racing because it’s a major day filler seven days a week and they watch it on TV because they have bet on it. They do not watch it on TV for the love of it and then bet as a value add. Broadly those are the two churches and, of course, there is some overlap.

Take that as given and now look at people more broadly. People’s mind share today is hugely competed for; they do not have the time, desire or inclination to learn something complex that is so dissimilar to other alternatives and which does not have key recognisable hooks they can hang a hat on. It takes time to understand how racing works as it does not have recognisable structures like leagues or clubs with fan bases, a points system or star players who belong to a club. There is nothing connecting it all together or unifying groups; meetings are like sand slipping between the fingers and there is little or nothing to follow, while the language and structure is also alien.

Every race seems standalone and counts towards nothing. Rubbish is mixed with greats and you have bumper races of never rans on the same card as a major grade 1. But what is a grade 1? What is a handicap? What point of reference can one relate those too? Even some of the names are ancient. A Steeple Chase is named after a race that took place years ago between the steeples of two churches by two wealthy gentry. Even the prize money in some races is quoted in some meaningless coin called “guineas”. This is simply disconnected from the modern world and from the modern generations.

As an example, a friend of mine told me that at a rugby match recently his young son was on Instagram and WhatsApp messaging with five other friends at the game in different locations, swapping comments and photos from various positions. His comment to me was “they weren’t writing to each other with quill pens”. This generation is the future and racing as it is today is irrelevant to most of them and alien in structure and presentation.

Problem solving

What is needed? Racing needs a visionary to step up to the plate and the visionary needs to have power to make things happen, be it money, charisma, connections or other. It needs a Bernie Ecclestone to step up and make it into the Grand Prix that can appeal down the generations.

Racing needs leagues and for that it needs clubs (perhaps those are the yards) and it needs the equivalent of players and coaches and managers. There needs to be colours and fan clubs and websites for each ‘club’. I would also argue that it should not be every day; perhaps it should only be two days a week like the premier league. That way you could have quality meetings instead of rubbish mixed with good in a literally ‘pointless’ day which existed for what reason exactly? Standalone races, which is all there is, to my mind are like football friendlies – they count for nothing so who cares except the punter?

It’s not for the sports betting sector to change this. Racing needs to change racing but I don’t believe racing can. I believe it needs an outsider with a proven road map and a vision to rock up and grab racing by the neck and kick it into shape. Are you out there Bernie Ecclestone Mark II?

Marcus Brennan is an ecommerce entrepreneur and founder of multiple businesses in the telecommunications, gaming, social and entertainment sectors. In June 2012, he founded BetBright and took on the role of CEO, a position he maintains today.