BRITISH racing faces significant challenges in attracting and retaining fans, according to Project Beacon, a comprehensive customer research study carried out by the British Horseracing Authority.

The report, based on more than 7,500 survey responses across the UK and Ireland, highlights concerns over horse welfare, weak emotional connections, and the complexity of the sport as key barriers preventing broader engagement.

The study identifies a vast “addressable market” of 25.2 million adults in Britain who are not opposed to racing. Within this group, around two-thirds are either potential or casual fans, representing a major growth opportunity.

But the research warns that unlocking this potential requires tackling the sport’s most persistent image and accessibility issues.

Top of the list of obstacles is public concern about equine welfare.

More than a quarter of respondents cited horse welfare as a reason they avoid or limit their engagement with the sport.

A second challenge is the struggle to foster emotional connections with racing.

One in four people surveyed said they do not feel personally invested in the races, while many admitted they lack familiarity with the sport’s personalities or narratives.

Industry initiatives to promote jockeys and highlight the drama of major events are seen as critical to building stronger bonds with audiences.

Complexity is another deterrent. Nearly one in five respondents said they “don’t know enough” about racing, citing difficulties in understanding betting, form, and race structures.

The research also found that some fans only value big occasions, with 21% stating they are interested solely in major festivals.

Others prefer competing sports or feel they lack the time to engage with racing more fully.

To address these barriers, Project Beacon recommends six strategic priorities: addressing welfare concerns, demystifying the sport, expanding ownership opportunities, enhancing race-day experiences, building emotional connections, and creating clearer season-long narratives.

With the Horserace Betting Levy Board providing funding, a dedicated Project Beacon delivery office has been established to drive these reforms.

Industry leaders hope that by tackling the identified barriers head-on, horseracing can secure long-term growth and remain competitive in a crowded sporting landscape.