'We are so worried about reputation that we gravitate towards the bland'

Horseracing is a vast industry, one upon which countless livelihoods depend, but it can only flourish as an industry if it performs well as a sport. To be commercially viable, that sport needs fans, racegoers, viewers and punters. Racing needs to be popular – and certainly more popular than it was in 2022.

Among last year's most alarming statistics were those linked to racecourse attendances in Britain.

According to official figures, crowd numbers from January to the end of November tumbled by 13.9 per cent compared to the final pre-pandemic year of 2019. Numbers achieved over the festive period bucked that trend, but even so it looks like attendances will dip below five million for the first time in decades. Clearly, there is an imperative for the sport to connect with more people.