Looking outward - and inward - to help racing thrive in future

The 2025 Racing Foundation conference heard how other sports have attracted new audiences

- LUCY ELDER

RACING is urged to be brave and look outwards if it is to thrive for years to come.

The call came at the Racing Foundation conference (2 October) from brains behind initiatives in cricket and rugby, and booking actor Tom Hardy for CBeebies bedtime stories during lockdown. But it must also come from within, as new British Horseracing Authority chair Lord Allen shared visions for a growing, united future.

“Engaging the next generation and safeguarding the future of British racing” was the theme of the conference.

Two main strands emerged: how to spark young people's interest - as these are the future fans and workforce - and how to make the industry attractive as a career option.

“Rather than arguing over your crumb of the cake, we have to make the cake bigger. That's the only way we can sustain this,” said Lord Allen via video at the conference.

Speaking to young people and their parents on platforms and in ways that appeal to them, rather than looking at what interests industry die-hards, and sparking interest through better storytelling, were key points.

Stuart Rowson, founder of Lucky Socks Media and a former BBC senior executive, shared insights into driving youth engagement across platforms including Newsround, CBeebies and sporting bodies.

SPORTING PASSIONS

HE said six to eight “is about the age people decide their sporting passions... far younger than people realise”, and 75% to 80% of family spending is dictated by children.

“When it comes to engaging new audiences, you all know too much about racing,” he said. “That's not where a relationship with a sport starts.”

He explained that this does not mean “dumbing down”, adding, “I was in charge of