The British Horseracing Authority (BHA) has released the results of Project Beacon, a study surveying over 7,500 people in the UK and Ireland about their views on the current state of horseracing.
The research estimates that around 25 million adults are open to engaging with the sport. Within this group, Potential Fans and Casual Fans represent a major opportunity for growth, totaling approximately 7.1 million people. Core supporters, including Serious Bettors, Racing Experts, and Event Attendees, number around 9 million and are vital to sustaining horseracing.
Project Beacon also identified the main barriers to engagement. The top concern, cited by 27% of respondents, is the welfare of racehorses. A further 25% said they lack an emotional connection to the races. Other factors included a preference for other sports or insufficient time to follow horse racing (21%), the perception that only major events are worth watching (19%), the belief that personalities in the sport are irrelevant (17%), and not knowing enough about horse racing to engage (17%).
The findings highlight the potential to grow the sport by focusing on Potential Fans and Casual Fans while maintaining the commitment of core supporters. They also point to areas where the industry can improve, from horse welfare and race-day experiences to better communication and storytelling that fosters emotional engagement.
These insights are now shaping the BHA's consumer strategy, guiding initiatives aimed at increasing participation and aligning with broader industry goals. While some data remains commercially sensitive, the research provides a clear roadmap for expanding horseracing's audience and strengthening its long-term appeal.
Regarding behaviour, the NFL has recently partnered with the International Center for Responsible Gaming (ICRG) to address gambling among college athletes and students
