What is the most pressing problem that needs to be tackled in racing, and how would you solve it?
DI: I believe racing needs a world-class way to market itself, something on the lines of soccer or Formula 1 Racing. It is the usual bugbear in this part of the world to suggest that if bookmakers were to pay their fair share, all would be fine. I agree in part, but any sport that does not actively promote itself and widen its base in these competitive times is on a very slippery slope. A sport needs mass appeal and if marketed properly its many dimensions need to be shown–most importantly how accessible it is. If you were to consider Formula 1 Racing, with its limited number of competitors (many which, at any one time, are not competitive) and its small number of venues, and compare this sport with horse racing, where you can be a fan, a bettor, a social attendee, and most importantly you can get a stake in the sport readily, irrespective of your budget–we have quite a story to tell. This is something that racing needs to promote. There are very few sports that transcend all generations, all social groupings, are equally attractive to both men and women and have an excellent social dimension.
Most importantly, however, if the sport was properly marketed it could bring in the one element that it seriously lacks: sponsorship. A sport with mass appeal is a marketer's dream. To illustrate this and show how far we are falling behind, let me forward a somewhat extreme example. Total UK prize money (flat and National Hunt) in 2016 was circa £120-million– compare this with just the “kit” sponsorship alone for Manchester United or Chelsea at circa $190-million, or in the case of the McLaren Formula 1 Team, who receive $140-million from just two of their sponsors, Vodafone and Santander. There are many other sponsorship deals that I could identify that show what a big trick the racing industry is missing.
How would you introduce a newcomer to the racing/breeding industry?
DI: I would answer this question in a slightly different way. Our inability to attract new players into the sport amazes me. Take two of the most vibrant cities in Europe, London and Paris. They both have millions of high-wealth individuals, of which a huge proportion are looking for entertainment and social interaction and who are not afraid to pay for it. These cities have wonderful racing “on their door step,” but seem to be unable to attract these individuals in. I would suggest that the sport is seen as somewhat of a fortress: difficult to gain admission and acceptance. Following on from my earlier proposition about marketing the sport properly, I believe that this is a function that needs to be attended to, as we are leaving a lot of leisure dollars behind.
If you would like to provide feedback on this series please email Gary King: garyking@thetdn.com.
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