British Horseracing Authority CEO on innovating a heritage sport for the next generation

Few sports carry the weight of history that British horse racing does. But as audiences shift and expectations evolve, racing is now confronting a critical question: how does a heritage sport stay relevant for the next generation of fans?

That’s the challenge at the center of Future of Racing, a new program led by the British Horseracing Authority (BHA) in partnership with Flutter Entertainment’s Alpha Hub. The initiative is calling on startups from inside and outside the industry to reimagine the way racing engages audiences, with applications open until November 23.

Backed by Racecourse Media Group (RMG), York Racecourse, and Climb UK, Future of Racing builds directly on Project Beacon—the most comprehensive audience study ever conducted in the sport. The research surveyed 7,500 people to understand how different generations perceive racing, revealing a potential addressable audience of more than 25M who are open to the sport, and two-thirds of which (16.9M) have little or no current engagement with the sport.

“Perhaps the biggest takeaway is that there is a vast, untapped market for the sport with significant potential for growth,” said Brant Dunshea, Chief Executive Officer at the British Horseracing Authority. “While the sport remains the second-most attended in the country… the research told us that there are those who still feel little emotional connection to racing. It also identified three specific concerns among racegoers, namely the welfare of our horses, the cost of attending meetings and difficulty understanding the relevant terminology.”

These findings set the foundation for four core innovation themes guiding the program: Horse Welfare, Education & Simplification, Race Day Experience, and Behind the Silks (content and behind-the-scenes access). Each theme targets a specific challenge uncovered in Project Beacon, from improving understanding of the sport to deepening emotional connection through technology, storytelling, and data.

For Dunshea, each theme represents a piece of the same puzzle. “Each of the four has a part to play in addressing the findings of the Project Beacon research and so to assign greater importance to one over another would not be correct,” he explained. “Depending on the individual, one or all of the four could play a key role in breaking down barriers to a greater enjoyment of racing. Whether that’s providing reassurance regarding the outstanding level of care afforded to our horses, creating a better raceday experience or providing fans with unique experiences that bring them even closer to the action on the track, there are numerous clear and actionable areas that have been identified.”

Among the areas gaining early traction are technologies that can monitor equine welfare, simplify the racing experience through interactivity, and enhance the social atmosphere of a day at the races by combining education with entertainment. Meanwhile, tools that open “behind-the-scenes” access to trainers, jockeys, and horses, are giving fans an emotional entry point into the sport—a key barrier the BHA wants to solve. Roughly a quarter of younger fans agree that “only the big events are worth watching,” highlighting the need for a clearer season-long narrative to keep them engaged year-round.

Innovation, Dunshea emphasized, must strengthen, not dilute, the heritage that defines British racing. “Britain remains an undoubted global leader in racing, thanks in large part to the rich history and heritage of the sport,” he said. “Our goal in harnessing the findings of Project Beacon is to understand how we can tell our stories to new audiences in innovative ways and secure the future of the sport for generations to come.”

That storytelling element, he added, extends to how racing uses data, digital products, and ownership experiences to create new emotional touchpoints. “There is undoubtedly an ever-growing desire for data among those consuming and betting on racing,” said Dunshea. “As other sports continue to develop ways in which their fans can gain greater insights through use of real-time data, this is clearly an area in which racing can continue to evolve.”

He also pointed to the rise of racing clubs and syndicates as a signal of where the sport could head next. “Racing clubs and syndicates continue to grow in popularity as a way in which those seeking to enjoy the racehorse ownership experience can do so at a more affordable price point,” he said. “Developments in this area could provide an opportunity to bring a greater emotional attachment to the sport that ownership delivers to a wider pool of people.”

Startups selected in the Future of Racing program will be invited to York Racecourse on February 12, 2026, where finalists will pitch live to leaders from the BHA, Flutter, RMG, York Racecourse, and Climb UK. Winners will gain mentorship, real-world pilot opportunities, and a potential path to commercial partnerships across the racing ecosystem.

For the BHA, Future of Racing is a signal that the sport’s future will be built through collaboration between governing bodies, technology partners, and creative entrepreneurs.

Interested startups and companies are encouraged to apply if their solutions fit the criteria—applications are being accepted until November 23. Learn more and apply via Alpha Hub’s Future of Racing page.