Searching for the next generation of racegoers and professionals

Listen to the cynics and you might think horseracing has more of an image problem than an image. As much as loyal, longstanding supporters are valued in all quarters, it is almost a truism to suggest the sport is hampered by an ageing demographic.

The Racecourse Association (RCA) might aver otherwise – pointing to market research showing the average age of ticket buyers for racing is 47 compared to 48 for other sports – but the perception persists: racing's customer base can be characterised as hip-replacement rather than hip, Saga catalogue dropping on the doormat alongside their Racing Post.

While that in itself offers potentially significant challenges for those charged with marketing the sport, the knock-on effect could also be highly detrimental in terms of staffing the industry. Stands to reason, does it not? If racing is not considered a 'sexy' sport to enjoy as a fan, then why would anybody consider it as a career?