Horse racing is hoping to clear a hurdle it’s stumbled at for years with a new push to bring fresh tech innovation into the sport.
The British Horseracing Authority (BHA) and Flutter UKI have issued an invite to tech startups to pitch new ideas to help modernise horse racing and attract the next generation of fans.
Applications are now open for the startup scouting programme ahead of the one-day ‘Future of Racing’ summit, which will take place at York Racecourse in February 2026.
A shortlist of the most innovative entrants will get the chance to pitch their concepts live in front of a panel of industry leaders, experts from Flutter, the BHA, racecourses, equine welfare organisations and a range of venture capitalists.
“There are so many great ideas out there and the aim of the Future of Racing summit is to ensure that racing has the opportunity to hear them and, where appropriate, tap into what they could bring to the sport,” said Brant Dunshea, acting Chief Executive Officer of the BHA.
“We’re looking for bold ideas that can engage younger audiences and ensure the sport’s fan base remains strong for the generations to come.”
The ‘Dragon’s Den’-style event is seeking ideas such as augmented reality race guides, immersive VR experiences, wearable tech for horses, or new ways to make horse racing ownership more accessible.
Key themes the summit will explore include horse welfare, education to make the sport easier for newcomers, improving the raceday experience, and offering behind-the-scenes access through the ‘Behind the Silks’ concept. A wildcard category will also welcome any other ideas which could help reshape the sport.
A hurdle the sport can’t seem to jump
The initiative, supported by RMG, York Racecourse and ClimbUK, builds on insights from Project Beacon, a study of British racing audiences.
The study, which surveyed 7,500 people, revealed a significant disconnect between the sport and younger audiences. Concerns included horse welfare, the high cost of attending race meetings and the complexity of betting terminology and form.
It was found many respondents viewed the sport as more reliant on luck than skill, especially among the 18-28 age group.
“Project Beacon puts the customer at the heart of racing, and it’s vital that we come together to seek out solutions that directly address their concerns,” said Sebastian Butterworth, Racing Strategy Director at Flutter UKI.
“Startups have the creativity and speed to challenge the norms, and this summit is a platform to showcase that.”
While Project Beacon has added urgency, the issues it highlights are not new. Horse racing has struggled to evolve over recent years at the pace seen in other sports.
Football dominates the UK’s sporting landscape, but many others have found creative ways to appeal to younger fans. Cricket, for example, has introduced initiatives like Dynamos Cricket, a programme designed to bring children aged 8–11 into the game. Grassroots efforts like these have been praised widely for making the sport more inclusive and accessible.
Betting on technology
Horse racing, however, has traditionally been slower to embrace change. Many within the industry believe the answer lies in technology.
In an interview with Insider Sport last year, Joshua Sparke, then Director of Procurement and Business Development at LiveScore Group, said: “Horse racing’s lack of a strong digital presence and innovation in fan engagement is holding it back from reaching a broader demographic.”
He added, “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.”
This collective effort is exactly what the Future of Racing summit aims to spark. However, after bringing new ideas to light the real test will be whether the industry can turn those ideas into action.
