Horse racing is a globally cherished sport steeped in tradition and history, frequently enjoyed alongside betting – making it the second most wagered-on sport in the UK.
This strong connection to betting has played a crucial role in sustaining the sport’s popularity. However, unlike many other sports that have evolved and embraced digital transformation, horse racing has fallen behind, putting it at risk of being overshadowed.
“Tradition is both an asset and a challenge,” says Joshua Sparke, Director of Procurement and Business Development at LiveScore Group, speaking to Insider Sport’s Business Journalist, Kieran O’Connor at the SBC Summit in Lisbon.
“On the one hand, horse racing’s history and rituals bring a sense of prestige and authenticity,” Sparke adds. “On the other hand, clinging too tightly to the old ways can stifle innovation.
“The key is to adopt a hybrid approach, preserving the core elements of the sport – such as the thrill of live racing and the pageantry – while embracing innovations like advanced data analytics, improved digital platforms and more engaging content for younger audiences.“
Spark highlights that horse racing’s reluctance to adapt has raised serious concerns among its stakeholders in recent years. He notes that other sports, like football and Formula One, have successfully embraced digital transformation.
For instance, series like “All or Nothing” and “Drive to Survive” have captivated audiences by providing behind-the-scenes access and personalised storytelling, which has significantly boosted their fan bases.
Horse racing is taking a similar approach with “Champions: Full Gallop,” but Sparke says it could benefit from richer multimedia storytelling. By showcasing the personalities of jockeys, trainers, and horses, and incorporating interactive features like live discussions, watch-alongs, and augmented reality, he feels the sport could better engage non-traditional fans.
He emphasises: “Horse racing’s lack of a strong digital presence and innovation in fan engagement is holding it back from reaching a broader demographic.”
Later in the conversation, Sparke considers who should take the lead on this significant and essential undertaking. He says: “No single entity can drive change alone; it requires a collective effort. Governing bodies, racing authorities, racecourses, and media partners must collaborate to modernise the sport.
“Unfortunately, racing is a tangled web; there are 22 representatives in the UK alone. I’d love nothing more than to get everyone in a room and leave egos behind to brainstorm ideas. Unfortunately, this is easier said than done.”
Looking in the mirror, he shifts focus to his company’s role in driving change. He explains that LiveScore Group, through its Virgin Bet brand, has been working to create social impact and promote inclusivity in horse racing. In March, Virgin Bet hosted its inaugural ‘Women’s Day’ event at Ayr Racecourse, celebrating women in racing and advocating for diversity.
Addressing other initiatives from Virgin Bet, he reflects the betting firm has embraced an “ongoing commitment to modernising the racing experience by creating a safer and more inclusive environment for all”.
“We are planning to serialise Women’s Day and have scheduled in further iterations of the activation for later this year and early next,” he details.
Click HERE to watch Joshua Sparke’s full interview with Insider Sport discussing how horse racing can embrace digital transformation and enhance fan engagement, finding a middle ground where heritage and modernity coexist.
