Premier Racedays, an undertaking by British Racing to market and promote racing's best racedays, will launch with the New Year's Day fixture at Cheltenham, the first of some 170 such programs to be staged in 2024.
Premier Racedays is part of a two-year series of changes with the aim of growing British racing by 'increasing engagement among new and existing customers, improving revenues across all areas of the industry, promoting investment in the sport through the recruitment and retention of owners, and encouraging the best horses to be bred, trained and raced in Britain.'
Premier Racedays will be supported by marketing and promotional suppoer, racecourse marketing spend and plans for a national promotional campaign, pending the submission of an application to the Horserace Betting Levy Board in line with the body's funding criteria.
Premier Racedays through 2024 will also see the introduction of innovation in the fan experience on an ongoing basis, for those attending on racecourses, betting, and watching on broadcast. Over 90% of Premier Racedays are to be broadcast across ITV and encompass the majority of racing's best and most popular racedays.
The key areas of innovation include customer promotion, broadcast innovation, customer experience, a digital content strategy, promotion of horse racing's equine and human athletes and betting, to offer a variety of incentives around Premier Racedays. Significant work is also in development to improve the ownership experience both on and off-course, with initiatives to be rolled out in 2024.
“British racing's stakeholders unanimously agreed the way to grow our sport is to better showcase and sell our best racing. The pilot of Premier Racedays is the start of this process,” said Joe Saumarez Smith, chair of the British Horseracing Authority. “Due to the way that our sport is structured, the first priority for the sport was to put the building blocks in place in the form of the changes to the fixture list and race programme and secure the improved funding of prize money. There is little point trying to sell Premier Racedays if the product is not, in fact, Premier. “I am grateful to everyone who has been involved in the ongoing development of these plans, including those directly involved in the sport and our partners in broadcast, the media and betting”.
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