Bullseye: New advertising campaign could be vital in helping horse racing thrive

Oh, for the halcyon days of old! For when a racecourse entry fee was fair, when a pint cost less than an internet bill and when prize-money attracted runners rather than sending them overseas. Such has been the regurgitated uproar over the last few weeks.  

For the most part, racing’s official bodies could do well to listen. A day out at the races most weekends has now become so expensive that many are not inclined to make the trip. Even car parking charges cost more than the petrol it takes to get there. Racing has generally done well in the past in catering to the needs of the public, but we’ve now reached Defcon 4. Defcon 1 isn’t too far over the horizon.

Excess cost is arguably the biggest threat to drawing in the crowds, but one thing that continues to frustrate is the dismissal of genuine attempts to reverse the trend. The most recent rebuttal of innovation comes in Great British Racing’s “Everyone’s Turf” campaign.  

Much of the reaction on social media has been critical, with some saying that Jermaine Jenas is not the right person to front the campaign, and others wary of the type of crowd the campaign will attract. But I would argue that Jenas is an excellent choice – he’s a mainstay of football coverage and commentary. He is young but not too young, and as a former international sportsman he has greater sway than influencers who have previously tried their hand in similar positions.

The fact he’s teaming up with Chris Hughes is also a positive. Hughes left Love Island long ago with and is now associated with some charismatic and informed presenting on ITV. Over the last few years he has acquired a racing following which will only bolster the campaign.

Great British Racing supremo Rod Street has emphasised that every demographic will be targeted over the next few months. Although it’s hard to see the older generation responding to Jenas and Hughes in quite the same way, Street’s approach should be applauded. Too often the racing public offers criticism without solution, and here we have a campaign that could be vital in helping the sport to thrive in the future. Let’s give it a chance. 

However, one aspect the campaign must not forget is racing itself. Not since Frankel has a horse been trumpeted from the rooftops or discussed over the dinner table, and now’s the chance to change that. If the marketing is directed in the right way, champions like Baaeed and clashes such as Native Trail/Coroebus in the 2,000 Guineas could once again become talking points for the wider public.  

How many sports fans knew Stradivarius was hoping to land a fourth Gold Cup at Royal Ascot as an eight-year-old? And how many learned that Hollie Doyle became the first woman to land a European Group 1 Classic in the Prix de Diane? If Jenas and Hughes can harness their enthusiasm for the brand to genuine knowledge and information, then this is a winning formula. 

None of this matters, though, if racing prices itself out of the market. The cost of living crisis has been met with a marked increase in the price of a day out at the races. For all the good a massive marketing campaign could do, there’s no point if the targeted demographic can’t afford to go.

Longchamp recently showcased their annual Group 1 double header at the end of May. Punters had to pay ten euros to get in. That sort of tariff is unimaginable here, particularly on flagship days. The paradox we may reach is that our marketing will attract new interest, but that interest will dwindle immediately due to exorbitant costs. The simple economic balance of charging less and seeing greater numbers has never been more important. 

As a child, and then as a teenager, price enticed me into the game. Race meetings were generally cheap and marketing triumphs such as Champions Day with free entry to students helped to get my friends involved too. Now, those same friends have become disenchanted with the sport due to its spiralling costs. 

If prices are reduced for punters, and the crowds start to roll back through the gates, then I hope they’ll be met with some helpful insights. How many times have I been asked for tips on races by my peers when they’re at the track? Wouldn’t it be great if reading the form, or understanding a race, was more straightforward? Racing is a complicated sport with many facets, but it isn’t opaque. Specific posters at racedays on what to look for in a race, or perhaps a tannoyed guide in between each contest would go some way to helping prospective fans get involved. 

Likewise, I’ve always thought race cards could be less complicated. To the new racegoer, all this information could be intimidating – here, less is more. The strategist in me has always loved reading the form – in the same way that I love playing chess – but I’m not naive enough to realise that this is how everyone will enjoy the sport. The perfect world would be one in which every person who goes through the gates has some understanding of each race – because, after all, enjoying the racing itself is what the great game is all about.

Going For Bull

Some may describe me as a Kempton Park enthusiast - and who am I to tell them they are wrong! Wednesday evening fixtures at the Sunbury-on-Thames track are a mainstay of the flat racing calendar and regularly attract some of the leading trainers from Newmarket and Lambourn, so there’s plenty to like.

I began writing this section with the intention of tipping Murau (7.30 Kempton), but unfortunately the James Fanshawe-trained stayer was declared a non-runner halfway through. Good timing, I have to say! 

The back-up selection is Year Of The Dragon, who runs in the 1m4f handicap (6.30 Kempton). William Knight’s four-year-old has struggled to get his head in front since he recorded a novice victory at this track in January last year, but consistency is his forte and he was only narrowly touched off over this course and distance last month. 

Kempton appears to bring the best out of Year Of The Dragon and I expect he will outrun his price once again.

Recommended bet

Year Of The Dragon (6.30 Kempton) @ 11