Over 100 startups to pitch initiatives to boost interest in British horseracing
The BHA and Flutter will host a pitching event with horseracing and betting stakeholders in London next month.
UK.- An initiative to encourage innovation in British horseracing has quickly attracted interest from startups. launched by the British Horseracing Authority (BHA) with gambling operator Flutter Entertainment in October, the Future of Racing project was billed as a “Dragon’s Den-style summit” to explore ideas for strategies and initiatives to boost interest in racing.
The BHA has confirmed that more than 100 startups have submitted applications, and plans for the initiative have since evolved. A main pitching event will take place in London on February 10.
Selected startups will present their ideas to sports investors, venture capitalists and key figures from both horseracing and betting. Out of the 100 applicants, 11 startups have been chosen to participate in the February session.
Originally, the event was scheduled for York Racecourse, but York will instead host a separate showcase in summer 2026.
BHA chief executive Brant Dunshea commented: “It is extremely encouraging to have received so many applications for the Future of Racing Summit. This project represents a unique opportunity for the sport to embrace new thinking as we seek to secure the future generations of fans, so to have such a positive response following the application phase is greatly encouraging.
“I 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.”
The programme builds on Project Beacon, a large-scale survey of 7,500 racegoers. That study highlighted three recurring concerns: the high cost of attending races, difficulty in understanding betting terminology and form, and worries about horse welfare. These issues were most strongly voiced by 18–28-year-olds, a demographic seen as crucial for the long-term sustainability of both racing and betting.
Applicants for the Future of Racing initiative have been asked to propose innovations across four main themes:
- Technology to improve equine safety and welfare
- Educational tools to help audiences better understand racing and betting
- Enhancements to the raceday experience, particularly its social and entertainment aspects
- Immersive fan engagement opportunities offering behind-the-scenes access
The project comes amid a turbulent period for British racing. The Covid-19 pandemic left the sport financially weakened. While attendance has shown signs of recovery, betting revenue is down, and the sector continues to push for reforms of the betting levy.
Political tensions between horseracing and the gambling sector surfaced last year when the BHA staged a horseracing strike in September over potential tax increases, a move that was criticised by the Betting and Gaming Council (BGC).
In the end, betting on racing has avoided higher taxes. While gaming duty for online casino will rise from 21 per cent to 40 per cent in April 2026, and general betting duty to 25 per cent from April 2027, horseracing betting will be exempt.
The collaboration with Flutter signals renewed cooperation between the sectors.
Seb Butterworth, Strategic Racing Director at Flutter, said: “Our Alpha Hub team at Flutter have been working on promoting the Future of Racing programme to a wide audience of startups over the past few months, and we’re absolutely delighted to have received over 100 exciting applications.
“This is a fantastic opportunity to understand new ways to take forward British Racing, and answer important questions posed by Project Beacon. I’m really looking forward to exploring these concepts in more detail, as the programme progresses through the interview process and on towards creating a shortlist ahead of the pitching day in February.”
