As British racing continues its long‑term strategy to grow and diversify its audiences, Project Beacon continues to provide the evidence base and direction needed to shape the sport’s future.

The BHA has today issued an update summarising progress: VIEW THE UPDATE HERE.

The update shows how deeply Beacon’s insight is now embedded across the industry, informing decision‑making, guiding investment and helping racing connect more effectively with potential fans.

Background

Project Beacon was the most in‑depth piece of customer research ever undertaken by the sport. The research identifies the customer groups with the greatest potential for growth, alongside those the sport must work hardest to retain. It also provides detailed insight into who these people are, what motivates them, what barriers they face and how best to reach them.

Six jobs to be done

Project Beacon sets out six “jobs to be done” that the sport must deliver to grow engagement. These now form the organising framework for consumer‑related activity across the industry:

• Address welfare concerns
• Demystify the sport
• Make ownership more accessible
• Evolve the raceday experience
• Build emotional connection
• Create a race structure and narrative

Working groups across the BHA, GBR, racecourses, broadcasters and other partners are now delivering against these priorities.

Speaking about the progress made so far, BHA CEO Brant Dunshea said:

“Beacon gives us the clearest picture we have ever had of who our customers are and what they need from the sport. The early results are encouraging, with strong growth in attendances, record digital engagement and real momentum behind campaigns such as HorsePWR and The Going is Good.

“What is most pleasing is how quickly the insight has been embraced across the industry. This collective commitment makes me hugely optimistic about the progress we can deliver together in the months ahead.”

Addressing welfare concerns

The findings of Beacon show that equine welfare remains the most important barrier to engagement for the public, and the industry therefore continues to invest heavily in transparent, proactive communication. HorsePWR, the sport’s primary welfare platform, has been refreshed for 2026 and rolled out across digital channels and high‑footfall travel hubs in March and April.

Across the spring festivals, welfare content was prioritised by the BHA, GBR, the Horse Welfare Board and the Jockey Club. The Horse Welfare Board is also progressing the next iteration of its welfare strategy, due later this year.

Building emotional connection

A major focus of Q1 2026 has been strengthening the emotional connection between fans and the sport. This has been achieved through targeted campaigns, talent‑led content and a renewed emphasis on the personalities who bring racing to life.

“The Going is Good” – the sport’s flagship promotional campaign – has been refreshed using Beacon insights, promoting both the sport and a day at the races as a fun, social experience. Early indicators are positive: Q1 attendances rose 4.5% year‑on‑year, while general admission ticket sales increased by 10.1%, with nearly a third coming from target groups.

The Friday Night Live series, delivered with ARC, ITV and Invades, attracted around 12,000 attendees. Raceday TV also reported a record Cheltenham Festival, with more than 100 million video views across social channels. Promotion of jockeys has also been a key strand, with new content and imagery helping to showcase the sport’s human athletes.

Alison Crowe, Joint Interim Chief Customer Officer at GBR alongside Rachel Frazer, said:

“Project Beacon underpins GBR’s three‑year strategy, and in 2026 we have focused on addressing welfare concerns, building emotional connection and demystifying the sport for new audiences. Highlights so far include celebrating Year of the Horse in Liverpool, continued work to raise awareness of our jockeys, a record Q1 for video views, and the refreshed launches of both The Going is Good and HorsePWR campaigns.”

Ed Gretton, Director of Racing for RMG, also commented on how Beacon has helped guide their strategy to engage with fans:

“RMG has been delighted to support Project Beacon – whose findings show how important it is to strengthen the emotional connection between fans and the sport. We have worked with the industry in demonstrating how we best showcase the sport via our social media platform Raceday TV, which in its short lifespan has already attracted 1 billion views, and we’re on course to surpass another billion in 2026 alone. It shows what’s possible when engaging younger audiences with authentic, energetic content”.

Demystifying the sport

Helping new audiences understand the sport remains a priority. Influencer‑led content has played a central role, with GBR working with Harry Clark, Chris Hughes and Alan Johns to create accessible, behind‑the‑scenes features, with the intention of breaking down barriers to understanding.

Evolving the raceday experience

Racecourses are increasingly incorporating Beacon insights into their raceday offerings. Ayr has launched a racing club to introduce newcomers to ownership, while Newbury has partnered with The Racing Club to offer annual members a free share in a horse. Ludlow has trialled behind‑the‑scenes events for young families, and Chester’s “Elevating Racing” initiative has delivered a 30 per cent uplift in racegoers feeling more connected to the sport.

Alex Eade, CEO of The Racecourse Association, is positive about Project Beacon’s progress:

“It has been encouraging to see how quickly Beacon’s insight has been adopted across racecourses. With everyone focused on attracting and retaining customers, we are already seeing growth in attendances, and we hope that positive trend continues throughout 2026.”

The Jockey Club has also enhanced the Cheltenham and Grand National Festival experiences with improved catering, more seating and greater flexibility for customers to move around with drinks.

Rob Painter, Chief Customer Officer at The Jockey Club, added:

“We know we must improve every stage of the customer experience, and it is pleasing to see progress beginning to translate into sales. The rise in attendance and the uplift in customer feedback at the Cheltenham and Grand National Festivals show we are moving in the right direction. With new partnerships and investment ahead of the Derby Festival, we look forward to delivering even better experiences for racegoers.”

Making ownership more accessible and creating a race structure and narrative

Work in these areas has so far focused on finalising funding and delivery plans. Once complete, the sport will move forward with initiatives such as supporting syndicate ownership, improving the owner experience and exploring ways to create a more easily followable narrative across major race meetings, particularly on the Flat.

Looking ahead

The coming months offer further opportunities to build on this momentum. Following February’s Future of Racing event, York will host a showcase on progress and how new innovating racing-related products are being embraced. As the Flat season progresses, new content, enhanced customer experiences and continued welfare‑focused activity will be rolled out.