RACECOURSE managers should “do the maths” and find out if offering free admission – through a sponsor – makes economic sense, says Joe Foley of Ballyhane Stud.

Ballyhane sponsored the gate at Naas on bank holiday Monday, August 7th and, following a near 100% increase in attendance and a vibrant atmosphere on the day, Foley says he is inclined to repeat the offer next year.

A similar initiative, sponsored by the on-course bookmakers, was rolled out at the Curragh last Sunday and led to a 75% increase in crowd numbers. This follows free admission days at Gowran Park in February and at Punchestown on New Year’s Eve, also both sponsored, which appeared to prove successful.

Joe Foley commented: “The day was a success in terms of creating a good atmosphere and buzz on the day. This is what we set out to achieve when we established the Irish EBF Ballyhane Stakes in 2020 but Covid got in the way.

“This year the good weather played a part and there was a sweepstake on the feature race which brought 18 new people into the parade ring and created a lot of excitement. The people who won a trip to the Rugby World Cup were cheering louder than we were, and we owned the winner!”

Asked if more racecourses should try sponsored admission, Foley said: “That’s a question for the track managers. They need to do the maths and work out how much extra revenue they would get from increased racegoer spending. Another factor is the positive impact a big crowd has on owners and race sponsors.

“Look at how people celebrate a winner at Galway, even if it’s a low-grade handicap. It’s a big deal because so many people are there to see it. The sponsor wants a big crowd there too to see their brand. The more people there are there, the better for everyone.

“We haven’t had a chance to have a debrief since the day at Naas but my feeling is that I’d be inclined to sponsor the gate again next year.”

Brian Kavanagh, Curragh CEO, said: “There was approximately 5,700 people here last Saturday, compared to 3,242 last year. Catering turnover showed similar increases.

“Given Covid restrictions in 2020 and 2021 - and temporary facilities before that - it is hard to say what is a typical Phoenix Stakes crowd, but it was certainly busier than normal with a noticeable number of families and newcomers.

“Overall, we were pleased with the initiative and grateful to the on-course bookmakers for the sponsorship which helped it to happen.”

Reflecting on the Ballyhane day, Naas Racecourse boss Eamonn McEvoy said: “The weather played ball, which was key, and the Rugby World Cup sweepstake was a massive draw. We saw a lot of faces here we did not recognise.

“Bar and food takings were good. The one thing we would do differently is get people to register in advance, as they did at Gowran Park. That would allow us and the caterers to have a better understanding of how many people to expect.

“We also had the Ballyroan Stakes this year, which was won by Vauban, and he was a popular winner. We must ask Leopardstown if we can keep that race! Imagine what we could do if we had a Group 1!”