Cover image courtesy of the Japan Racing Association
The 40th Asian Racing Conference underscored the need for unity and collaboration within the horse racing industry. The discussions highlighted the necessity of a global approach to overcoming the sport’s challenges, the importance of innovative storytelling, and the critical role of fan engagement in ensuring the sport’s future.
As the industry continues to evolve, the messages from Sapporo are clear: the future of horse racing depends on working together, embracing technology, and connecting with the next generation of fans.
In his keynote address titled “Racing: State of Play,” Winfried Engelbrecht-Bresges, Chair of the Asian Racing Federation (ARF) and CEO of The Hong Kong Jockey Club, addressed the critical challenges facing the global racing industry.
Identifying industry fragmentation, social acceptability, the rise of illegal and offshore betting, and the long-term sustainability of the sport as key concerns, Engelbrecht-Bresges called for a more unified approach across jurisdictions. “If we want to manage these challenges, overcome these challenges, and come up with good strategies, it is not one single jurisdiction who can do this – we, as a sport, must work much closer together and really stride together,” he urged.
Winfried Engelbrecht-Bresges speaking at the 2024 Asian Racing Conference in Sapporo, Japan | Image courtesy of the Hong Kong Jockey Club
Engelbrecht-Bresges also highlighted the sport’s ageing demographic, pointing out that 43 per cent of racing’s audience is over the age of 55, a trend that raises concerns for the sport’s future. To combat this, he advocated for a focus on scientific research and technological advancements, particularly in enhancing equine safety through innovations such as Artificial Intelligence.
“What I would like to suggest is that we have to address issues globally, and there are different priorities in the local industries but we have to think globally, and especially when it comes to having the necessary conditions to keep our social licence. While I don't like the words social licence, there is definitely the challenge of how we as an industry are seen by people who are not in racing.”
“What I would like to suggest is that we have to address issues globally, and there are different priorities in the local industries but we have to think globally, and especially when it comes to having the necessary conditions to keep our social licence.” - Winfried Engelbrecht-Bresges
Along with the “social acceptability” of horseracing, Engelbrecht-Bresges also identified the growth of illegal or offshore betting – which is believed to have been as high as $1.7 trillion wagered in this way last year – alongside declining attendances and an ageing customer profile as some of the key challenges faced by racing.
A subsequent panel discussion, featuring prominent figures such as Masayuki Goto of the Japan Racing Association (JRA), Peter V’landys of Racing New South Wales, Aaron Morrison of Racing Victoria, Suzanne Eade of Horse Racing Ireland, Drew Fleming of the Breeders’ Cup, and Joe Saumarez Smith of the British Horseracing Authority, echoed the need for industry collaboration.
Goto emphasised the JRA’s commitment to environmental sustainability with its “JRA-Zero” initiative, aimed at achieving zero waste in racing operations. V’landys, meanwhile, championed the potential of World Pool to revitalise global racing, asserting, “World Pool has the potential to save world racing because it really highlights the major events in every country.”
The future of fan engagement
The conference also focused on the critical issue of fan engagement, particularly in attracting younger audiences to the sport. Andrew Harding, Secretary General of the ARF and Executive Director of Racing at The Hong Kong Jockey Club, underscored the necessity of understanding and engaging with fans in the digital age.
“Fans are first and foremost customers and the fans are never mere spectators. They are truly an essential part of the event itself,” he stated.
Andrew Harding | Image courtesy of Japan Racing Association
Clare Vigers, Client Services Director at Two Circles, discussed the importance of engaging audiences before they reach their teenage years, highlighting that early engagement is crucial for fostering lifelong interest in the sport.
“That could mean growing audiences, followers and people watching on broadcasts…different areas of growth can only be true if we understand fans brilliantly and act on that understanding brilliantly,” she said. Vigers also stressed the importance of attracting fans to a sport before they were around 14 years old and how this would require a specific approach for racing.
“... growing audiences, followers and people watching on broadcasts…different areas of growth can only be true if we understand fans brilliantly and act on that understanding brilliantly.” - Clare Vigers
Fumitaka Tsuruoka of the JRA elaborated on how the association is leveraging technology to appeal to younger demographics, noting that youths who experience horse racing early are more likely to become dedicated fans.
Dennis Hau, Executive Director of Customer Strategy, Insights, and Innovation at The Hong Kong Jockey Club, reinforced the importance of a customer-centric approach in racing, cautioning that without a deep understanding of its audience, the sport risks becoming out of touch with modern expectations.
A unified vision for the future
Under the banner “Pop Culture: Bringing Racing’s Stories to the Fore,” delegates delved into how horse racing has successfully permeated popular culture, with the exploits of equine legends like Australia’s Winx and Japan’s Equinox serving as prime examples. Janine Hosking, Director and Producer of the film “A Horse Named Winx,” provided insight into the narrative behind one of racing’s greatest champions.
Official poster for the film "A Horse Named Winx"
Winx (Street Cry {Ire}), celebrated for her remarkable 37 wins from 43 starts, became a cultural icon, and Hosking’s film captures the decisions made in the best interest of the horse. “At the heart of it, and it’s a big message in the film, is that many of the big decisions made about this champion horse were based on what’s best for Winx,” she remarked.
Toshihiko Nishiyama, General Manager of Mitsubishi Research Institute’s Business Consulting Division, highlighted Japan’s unique approach to intertwining horse racing with pop culture, utilising interactive games, anime, and merchandise to reach broader audiences. Nishiyama outlined three key strategies for promoting racing in Japan: enhancing general awareness, spreading knowledge about the sport’s personalities, and creating new avenues for fan engagement.
“Racing pop culture in Japan has spread among not only horse racing lovers but other people who are fond of pop culture, such as manga, anime, and games,” he observed.
“Racing pop culture in Japan has spread among not only horse racing lovers but other people who are fond of pop culture, such as manga, anime, and games.” - Toshihiko Nishiyama
Nathan Horrocks, Co-Founder of JockeyCam and Equine Productions, spoke to the power of storytelling in advancing the sport’s appeal. Reflecting on his work with the docuseries “Horsepower,” Horrocks emphasised the importance of the industry taking charge of its own narratives.
“We constantly think that the streaming platforms are going to come and help and save us. But we have to make our own stories and then sell them to the platforms, because that’s the way this industry works these days,” he noted.
