1. Introduction to the Key Themes “Racing for Change” IFHA Annual Conference Paris, October 2009

2. Racing is the second largest sport in the UK More than 6 million admissions per annum; 4 of top 8 sports event 2 million individual racing fans £12bn betting turnover (1% return) 40,000 owners (net contribution of £275m Regular TV audiences of c.1 million (BBC, C4) – Maximum audiences of 6 million (Grand National, Epsom) are equal to England football matches British Racing now

3. So what’s the issue? Share of gambling/betting stagnating – other product offerings – Traditional racing perceptions (gambling not fluttering) – other sports are growing fast because; stronger consumer engagement Terrestrial broadcasting losing audience Ageing demographic, social shifts Highly competitive leisure, entertainment and luxury markets

4. Horseracing is generally well regarded – great assets Free of major image problems. Not front of mind – “best kept secret” Highly enjoyable day out but peripheral activity Lacks the hooks necessary to capture and maintain engagement Scope for converting casual race goers and flutterers into aficionados of the sport is limited by the complex nature of the product Current casual participants are insufficiently in either the sport itself or in serious betting to make the required investment in understanding it Consumer Research

5. Racing for Change Racing as a premium branded sport Broaden horseracing’s national media appeal & promote the excitement of horseracing - broadcasters and sponsors Increase frequency of visit Promote ownership Betting strategy

6. What is to be done? The Racing for Change Board – Racecourses, Horsemen, BHA, Levy Board Strategy for new betting industry – Cross promotion; Co-marketing campaigns – New forms of bet for “flutterers” Central marketing and PR – Signpost the key stories; Less jargon Raceday experience – More attractive; easier to return Telling the Story – Branded Nationally delivered narrative for the sport – Clearer signposts: Differentiation, Premier racing