A total of 11 tech startups will pitch ideas to improve British racing to an audience of investors, industry figures, and venture capitalists next month in the first stage of the British Horseracing Authority's Future of Racing initiative.
Launched in October, the project, created in partnership with betting giant Flutter Entertainment, aims to bring fresh ideas into the sport by encouraging entrepreneurs to propose concepts to engage new racing fans. The initiative received more than 100 applications by the closing date at the end of November and a chosen few will now pitch their ideas to betting, racing, and financial experts at a Feb. 10 event in London.
Among the 11 tech startups due to feature at the London summit, half the proposals will focus on equine welfare, one of four key themes the initiative strives to spotlight following the findings of Project Beacon, the BHA's in-depth consumer research program. Education, race-day experience, and behind-the-scenes access also were identified as areas of interest for the scheme, and next month's pitches will vary in topics from gait analysis, ground management, fan engagement, and the use of augmented reality.
"It's extremely encouraging to have received so many applications for the Future of Racing Summit," said Brant Dunshea, acting BHA chief executive. "This project represents a unique opportunity for the sport to embrace new thinking as we seek to secure future generations of fans, so to have such a positive response following the application phase is greatly encouraging."
