Millionaire Racing Enthusiasts Identified by BHA's Project Beacon as Prospective Racing Fans

The British Horseracing Authority (BHA) has published the findings of Project Beacon, a comprehensive study aimed at understanding the major trends among fans and the sport of horse racing. The study, which was the most in-depth customer research ever undertaken in the sport, identified approximately 25 million adults across the UK and Ireland who are open to racing.

The BHA recognizes the importance of this vast potential audience, with serious bettors, event lifters, and racing experts forming a core audience of approximately 9 million people that the BHA deems crucial to retain. However, the organization is not stopping there. Project Beacon has also identified as many as 17 million potential or casual fans of horseracing, including open-minded rookies and social stakers.

One of the key findings of the study is that the public's biggest concern about horseracing is the welfare of horses involved in the sport. In response, the BHA is working on improving raceday experiences and introducing better betting products, while also emphasizing the importance of initiatives such as the "Going is Good" promotional campaign, the HorsePWR campaign, Great British Racing's efforts, and Premier Racedays.

The BHA is also embracing a more structured approach to storytelling and is establishing a Project Beacon delivery office to set priorities, secure and distribute resources, and coordinate improvements. The aim is to make racing more accessible and easier to understand for newer fans.

In addition, the BHA has vowed to make horse ownership more accessible to the public and has recently enhanced its team with new appointments. The organization is working on creating stronger emotional connections to the industry as a whole, recognizing that this is key to engaging the wider audience.

The BHA's efforts to engage a wider audience and improve the welfare of horses involved in the sport are a testament to the organization's commitment to the future of horseracing. With the findings of Project Beacon in hand, the BHA is well-positioned to make meaningful changes and ensure the sport remains popular for generations to come.

Millionaire Racing Enthusiasts Identified by BHA's Project Beacon as Prospective Racing Fans