SBC News Voice of the Sports Betting Industry
British racing will undertake significant changes and customer-facing innovations following publication of the British Horseracing Authority (BHA) 2024 Fixture List.
A key directive of the BHA and its stakeholders, the 2024 fixtures list will showcase new initiatives designed to grow racing, by engaging new audiences with the heritage sport.
In a statement, the association noted: “The innovations introduced through the 2024 Fixture List are the first phase of the sport’s new long-term industry strategy and were recommended by its Commercial Committee and approved by the BHA Board.”
BHA has backed changes which focus on promoting top-quality fixtures across British venues hosting ‘170 Premier Racedays’.
A further investment has been added to the UK fixtures for higher prizes and to ensure the participation of top horses and riders. Changes have been funded by the Horserace Betting Levy Board (HBLB), which has guaranteed a further £3.8m investment to fund Premier Raceday fixtures.
Julie Harrington, Chief Executive of the BHA, said: This is the first major step in what is a long-term transformational plan. The expectation is that the changes should generate more revenue, which will allow us to invest in other key areas – including attracting new fans and new owners and increasing the reward and recognition of all our existing participants.
“There was agreement across the industry that steps were required to increase racing’s appeal to customers at the earliest opportunity, as well as addressing the current headwinds facing the sport. All of these changes are being introduced on a trial basis. They will be closely monitored and measured.”
Accounting for approximately 12% of all UK fixtures, Premier Racedays will be supported by significantly enhanced promotion, broadcast coverage and new fan engagement innovations developed by British racing’s Commercial Committee.
All Premier Racedays will include a minimum number of higher-class races, supplemented by other fixtures providing opportunities for a wide range of horses. A guaranteed minimum prize money will be applied to Premier Racedays, with no race run for less than £20,000 (Flat) and £15,000 (Jumps).
In support of new changes, Joe Saumarez Smith, Chair of the BHA, added: “There is no doubt that the significant progress made by the industry to deliver these innovations has been made possible by the sport’s new governance structure.
“The simple fact of the matter is this – the sport has to take radical steps if it is to retain its preeminent place in British culture and at the pinnacle of world racing. The changes we are introducing for 2024 are a significant first step in this process.”
