Why betting could be profitable

Graham Fletcher weighs up how digital betting could attract a new audience

- Jennifer Donald

THE top end of showjumping is currently generating some of the best sport I’ve ever seen. The recent Rolex grand prix at ’s-Hertogenbosch was simply fantastic, with all contenders flat to the boards before US rider McLain Ward emerged as the winner.

McLain’s win plus his bonus amounted to €1m (£880,900). Compare that with the £500,000 collected by the same weekend’s Grand National victor Corach Rambler’s connections, and it’s clear that international showjumping can now even outstrip racing on prize money.

It seems a pity, therefore, that more people can’t witness our high-quality sport; that they can’t enjoy the excitement, the atmosphere, the crowds, the horsemanship and the wonderful feelings that the riders and grooms so obviously have for these incredible equine athletes.

Apart from spectators at shows, only those with a subscription to a showjumping app can watch – and they tend to be either the “already converted” or closely involved.

Betting with on-site bookies has been tried by various shows, but largely failed. However, modern technology could provide a new and different opportunity.