Easyodds launches ‘punters champion’ to diversify racing audience

Leeds-based Easyodds.com has launched its Syndicate Racing System (SRS) as a means of drawing new audiences to horse racing.

The system, dubbed the ‘punters champion’ by the odds comparison site, aims to increase accessibility to broadcast audiences interested in horse racing by diversifying the role of syndicates.

In an official blog post on medium.com, Easyodds said it ‘believes that syndicate ownership provides the key to delivering tangible access to the sport through active participation’.

The firm continued: “Easyodds.com has enjoyed a 20+ year relationship with British horse racing and is a keen advocate of the sport. As we expand our offering, we are eager to introduce horse racing to an even larger audience to ensure the sport’s long-term popularity and viability.

“Fundamentally, we believe that British horse racing needs to improve its perception to appeal to a younger and more diverse audience. Traditional barriers associated with preconceptions of exclusivity, wealth and privilege have to be addressed.”

Easyodds intends to use the SRS to assist followers of horse racing in making informed decisions as well as to broaden the demographics of the sport.

SRS will function as an objective rating system designed to increase choice in horse racing syndicates and avoid schemes that offer minimal benefits to bettors.

“The Easyodds SRS will be impartial irrespective of any commercial relationships that might exist with syndicate operators,” said David da Silva, CEO of Easyodds.

“Our primary interest is to give consumers transparent and independent information free of charge. We’ve been doing this for over 20 years with bookmakers, so we know how to make this happen for horse racing syndicates.

“The first phase of this will see a questionnaire rolled out to syndicates that we’ve identified in the UK. Any syndicate or racing club is welcome to participate, and the process is open to all. Once collated, we will publish our results on easyodds.com, which consumers can use as part of their research.”

The operator intends to encourage the British Horseracing Association (BHA) to adopt its new system as a means of objectively assessing prospective syndicates to increase transparency and buyer confidence and develop the sport’s viewer base.