As part of their campaign last year to prevent higher taxes and any negative knock-on effects, the British Horseracing Authority (BHA) emphasised the importance of horseracing across UK communities.
The Authority argued that not only was horseracing integral to British culture, but the industry created jobs and contributed to the wider communities.
Now that the Budget has passed, with the horseracing industry spared from further taxation, it would have been all too easy for the BHA to relax its efforts. But to its credit, the most recent Racing Together Community Week showcased a range of activities that tackle real issues facing people across the country.
An outlet for young people
One of the topics recently covered at Global Gaming Insider was the work gambling operators were doing with children in Asia, particularly Macau. Galaxy Entertainment was involved in organising table tennis events with schools, and the question was asked, how could operators do something similar in the UK without eyebrows being raised?
Well, the BHA rose to the occasion with its British Racing School Engagement Framework, which is currently under development.
The organisation already holds career days at schools across London, but plans to go one step further by isolating specific ways in which the British horseracing industry can support the ambitions of schools and young people.
The Authority has also launched ‘Get Into Racing’, a young person’s guide to horseracing that creates new opportunities for young people to engage with racing. This targets one of the “missing links”, according to the BHA, and is a way to “consistently signpost them to the extensive opportunities that the racing industry has to offer.”
“Its aim is to turn those one-off experiences into lifelong engagement. This might be gaining hands-on experience with horses, exploring potential career pathways or simply staying connected to the sport.”
Connecting those in need
The digital age has made it easier than ever for people to connect, but in doing so, it has led to a drastic increase in reported loneliness.
The BHA may seem like an unlikely party to respond to the growing loneliness epidemic, but as the saying goes, a drop in the bucket causes ripples.
As part of its BHA Loneliness Pilot, the Authority is examining how the horseracing industry can specifically respond to the epidemic. At the time of writing, six racecourses are examining how they can utilise their space to reduce social isolation in their local areas.
“This is an example of how the sport is working collectively and in a more coordinated way to help address societal challenges, support our people and make a positive difference in our communities.”
Digging into the numbers
As the BHA hopes to reach out and connect with more communities, it must first know where to reach out. This is where its latest data collection initiative comes in.
The Authority is currently working with experts to establish a methodology and develop a framework that highlights which areas are supported most by horseracing.
“Put simply, it can help us see where we are making the biggest difference – from employment and skills development to supporting wellbeing and community cohesion.”
Once this has been properly established, the BHA will be able to write its inaugural social value report, “that will support advocacy, inform decision-making and help direct investment where it can have the greatest impact.”
“Across the sport there is an extraordinary amount of work taking place every day to provide opportunities for young people, bring communities together and demonstrate racing’s immense value to society.”
Building on other initiatives
The activities outlined or highlighted during Racing Together Community Week are not the only ones being pushed by the BHA, either.
A recent update on Project Beacon found that racecourses around the UK are beginning to offer extended race day activities, such as festivals, behind-the-scenes experiences and activities across the course.
This, along with all the other current initiatives, led to a 4.5% increase in attendance compared to Q1 last year, with a 3.7% boost during Cheltenham alone, and record social engagement during Aintree.
And this highlights something really important. Community outreach programmes are important, not just for the CSR aspect, but also for business. Similar to how Merkur is trying to change the public perception of high street slots, these initiatives show that the gambling industry is not just concerned about itself, but the world around it.
And when people in the community not only believe this, but feel the first-hand effects of this, they will be willing to drive sales and revenue in return.
This year saw the seventh iteration of Racing Together’s Community Week
