BHA’s Project Beacon Reveals Significant Opportunities and Challenges in Horse Racing

Introduction to Project Beacon

The British Horseracing Authority (BHA) recently released the results of its extensive research initiative, Project Beacon. This comprehensive study aimed to identify emerging trends among the general public’s perception of horse racing and gauge the sport’s potential fan base.

A Vast Audience Open to Horse Racing

Project Beacon is recognized as one of the most thorough customer research projects ever conducted in horse racing. It gathered input from over 7,500 individuals across the UK and Ireland, offering insights that represent the broader population’s views on the sport.

Findings revealed that approximately 25 million adults in these regions are receptive to horse racing. This group includes those who may not currently engage with the sport but do not dismiss it outright. Among them, about 17 million are either casual followers or have shown some level of interest in the sport.

Within this audience, there are several subgroups: “open-minded rookies” who are curious and willing to explore racing; “social stakers” who enjoy racing mainly for the social and betting aspects; and “event lifters” who attend major racing events. Additionally, there exists a committed core of enthusiasts, including “serious bettors” and “racing experts,” who are deeply invested in horse racing.

The study identified that 7.1 million open-minded rookies and social stakers could potentially evolve into more dedicated fans. Meanwhile, the core group of serious bettors, event lifters, and experts comprises around 9 million people, who are essential to retaining the sport’s stability.

Public Concerns and BHA’s Commitment to Improvement

While the study highlighted promising engagement potential, it also uncovered challenges, notably the public’s concern for horse welfare. This issue stands out as the primary obstacle to wider acceptance and emotional connection with the sport. Additionally, some individuals struggle to find a meaningful connection with horse racing, hindering their involvement.

In response, the BHA pledged to focus on several key areas for enhancement to address these concerns and boost engagement:

• Enhancing the experience on race days and introducing improved betting options.
• Making horse ownership opportunities more attainable for the general public.
• Raising awareness about the critical role of animal welfare in racing.
• Simplifying and demystifying racing to attract and retain new fans.
• Adopting a more deliberate storytelling approach to better communicate the sport’s魅力.
• Building stronger emotional connections between the public and the racing industry.

To facilitate these initiatives, the BHA is in the process of establishing a dedicated Project Beacon delivery office. This office will prioritize projects, organize resources, and oversee progress across these improvement efforts.

Collaborative Efforts Within the Racing Industry

The BHA also acknowledged the importance of ongoing campaigns and partnerships that support the sport’s growth and reputation. Efforts such as the “Going is Good” campaign, HorsePWR initiatives, Great British Racing’s projects, and Premier Racedays all contribute positively to the broader horseracing ecosystem.

Finally, this report follows recent strategic updates within the BHA, including key board appointments aimed at strengthening leadership and advancing its agenda for the sport’s future.