'We’re looking for bold ideas' - British racing to launch Dragons' Den-style event aimed at attracting young fans

British racing will host a Dragons' Den-style event next year to provide innovators and entrepreneurs with a tech-focus opportunity to pitch products aimed at engaging and attracting a new generation of racing enthusiasts.

Hosted in partnership with betting giant Flutter Entertainment, the Future of Racing summit will take place at York racecourse on February 12 and is attempting to build on the findings of the sport’s in-depth consumer research programme, Project Beacon.

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The research identified four areas the York event seeks to tap into and develop: horse welfare, education, the raceday experience and immersive, behind-the-scenes experiences.

There will also be a ‘wildcard’ category which those behind the summit are hoping will offer “fresh, ground-breaking ideas across any aspect of the sport”.

Among the potential ideas put forward as examples of the type of tech-based products it was expecting, the BHA and Flutter highlighted “augmented reality race guides, wearable tech for horses, and immersive VR [virtual reality] experiences”.

Brant Dunshea, acting BHA chief executive, said: “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. 

York racecourse: venue for a Dragons'-Den style event aimed at attracting a new generation of racegoersCredit: Edward Whitaker

“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.”

Applications for the event are open until November 23 with more information available here. A shortlist of candidates who will be able to pitch their ideas to industry leaders, Flutter, the BHA and equine welfare specialists will be revealed on January 15.

The parties receiving interest from the York panel will benefit from greater access to the racing industry, mentoring, visibility and the chance for real-world testing of their products. 

There is no cash prize or direct investment available from the panel, with the Future of Racing website stating “the core purpose of this process is to get start-ups warmly introduced to as much of the horseracing industry as possible at once in an effort to line up pilot opportunities”.

Sebastian Butterworth, Flutter UKI racing strategy director, said: “Flutter embodies the energy of start-ups – innovative, fast-growing businesses driven by entrepreneurs to create scalable products and services that disrupt markets.

“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.”

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