The future of horse racing lies with the younger generation, according to The Daily Star's Gen Z racing correspondent, who argues that students are the key to the sport's survival despite criticism from traditional punters.
Claudia Trotman, Assistant Showbiz Editor, writes that attending three race meetings over three weekends highlighted the changing demographics at courses. The days of male-dominated punters are largely gone, replaced by Gen-Zers crowding areas to place bets and filling the bars.
Rise of Student-Focused Events
Despite backlash from more traditional attendees, the company Invades has found a gap in the market. Founded in 2019, Invades has sold more than 600,000 tickets for sports events across the UK, Ireland, Australia and New Zealand, covering horse and greyhound racing as well as darts, cricket, rugby, polo, women's football and rowing.
Last year, Invades hosted 33 racedays, bringing more than 126,000 people to racecourses around Britain. Trotman attended the opening weekend at Chepstow, Champions Day at Ascot and the Showcase meet at Cheltenham, noting the constant presence of young people at each event.
Chepstow, usually an intimate occasion, saw 4,000 students descend on the course for what would have been a quiet meeting. The extra ticket sales translated into bets, drinks and social media content, providing marketing, atmosphere and money for the sport.
Funding Challenges Ahead
The news of 1,400 redundancies at Flutter, representing around 16% of employees in the northern European market, is a dire outlook for racing fans. The industry relies heavily on bookmaker funding, and a withdrawal of that funding would lead to less prize money, fewer jobs and the potential collapse of favourite courses.
Trotman argues that the key to the sport's survival lies in the hands of the younger generation. While the number of students who become fully fledged racing fans after a day at the races is unknown, she suggests giving them a chance, noting that many return after their first taste of the sport.
The increase in footfall, she concludes, will save the sport, and it's time to stop the criticism directed at her generation.
