Flutter and BHA looking for ‘bold ideas’ to revamp UK horse racing
🧠 Background: Tensions in the Industry
Over the past few months:
- British bookmakers and racing bodies have clashed over issues like:
- The racing levy (a tax on betting revenue that funds horse racing).
- Fixture list disputes and racing calendar changes.
- The September strike, where British trainers boycotted races to protest against prize money and fixture congestion.
- The Betting and Gaming Council (BGC), the industry’s main lobbying body, took a harder stance, calling out what it saw as unreasonable demands from the racing side.
- Flutter, while part of the BGC, adopted a more diplomatic tone and has consistently supported the sport, particularly in debates over tax contributions.
🔗 New Initiative: Flutter + BHA Partnership
- Focus: Growing the horse racing audience, especially among younger and more diverse demographics.
- This is not about tax or betting levies — it’s a strategic, long-term play for relevance and sustainability.
- Details so far are limited, but early indicators suggest it could involve:
- Marketing collaborations (leveraging BDG Game and Sky Bet’s massive reach).
- Fan engagement tools or gamification.
- Data sharing to better understand and target potential racing fans.