{"id":77225,"date":"2026-01-19T17:30:48","date_gmt":"2026-01-19T17:30:48","guid":{"rendered":"https:\/\/www.sportscasting.com\/uk\/?p=77225"},"modified":"2026-01-19T17:30:48","modified_gmt":"2026-01-19T17:30:48","slug":"future-of-racing-bha-flutter","status":"publish","type":"post","link":"https:\/\/www.sportscasting.com\/uk\/news\/future-of-racing-bha-flutter\/","title":{"rendered":"Future Of Racing Off To A Flyer For BHA And Flutter"},"content":{"rendered":"

A joint initiative between the British Horseracing Authority (BHA) and Flutter Entertainment has had over 100 entrants wanting to be a part of their Future Of Racing programme.<\/strong><\/p>\n

It is a collaboration between the BHA and the owner of Paddy Power and Sky Bet, launched last October.<\/p>\n

Eleven of the applicants have been selected to present their pitches to potential investors and stakeholders in the betting and racing industries.<\/p>\n

The Future Of Racing<\/h2>\n

The Future Of Racing programme<\/a> was devised to encourage ideas on how to grow racing\u2019s audience and encourage a new generation of racegoers.<\/p>\n

A summit was planned for York racecourse next month at which startups could present their ideas Dragons\u2019 Den-style.<\/p>\n

This has now been switched to a venue in central London on February 10.<\/p>\n

\"Brant
Brant Dunshea, British Horseracing Authority<\/figcaption><\/figure>\n

Brant Dunshea, BHA Chief Executive, expressed his delight at the response.<\/p>\n

\u201cIt is extremely encouraging to have received so many applications for the Future of Racing Summit,\u201d he said.<\/p>\n

\u201cThis project represents a unique opportunity for the sport to embrace new thinking as we seek to secure future generations of fans, so to have such a positive response following the application phase is greatly encouraging.<\/p>\n

\u201cI am eager to learn more about the startups as this process continues, with the newly confirmed format providing us with the opportunity to understand how the sport could benefit from what they have to offer.\u201d<\/p>\n

Building On Project Beacon<\/h2>\n

This initiative built on the findings of the BHA’s Project Beacon<\/a> survey announced in September last year.<\/p>\n

The BHA carried out the biggest piece of customer research ever undertaken by the sport.<\/p>\n

More than 7,500 people across the UK and Ireland took part as the BHA gathered intel on what fans want.<\/p>\n

\"Project<\/p>\n

It assessed target audiences and identified six core areas on which the sport should focus to drive engagement.<\/p>\n

From this the Future Of racing concept was born, with four key areas for focus:<\/p>\n