Horseracing Launches Rebranding Plan

In a longstanding attempt to broaden its audience, British Horseracing has launched of a five-year marketing plan with hopes to rebrand the sport.

The scheme is the product of the governing body’s efforts with the help branding consultancy Harrison Fraser, which has conducted extensive research to shape what the sport’s new image should look like in order to attract a new audience base.

The research has resulted in a new brand aiming to be in the style of ‘New British Classic’, in an effort to capitalise on the sport’s positive image as well as disperse of the more negative ‘old fashioned’ opinion, according to Harrison Fraser.

Harrison ­Fraser’s research revealed about 10% of the British population goes to the races at least once a year. Approximately a third attend on a regular basis.

Thus, the aim of the rebranding is allegedly to convert once-a-year racegoers to regulars. The cause for major concern, however, is the lack of young racegoers, as this points toward the possibility in decline of the sport’s prosperity in future years.

The five-year plan involves the creation of sub-committees of the brand steering group, which is a joint venture between Racing ­Enterprises Limited and the British Horseracing Authority.

The research has cost £250,000 up to this point. And, with five years ahead, there are reportedly no estimates of how much the ‘New British Classic’ brand will cost to follow through. Additionally, there has been some concern over where that money will come from.