The British Horseracing Authority’s Project Beacon is a landmark research initiative that surveyed over 7,500 people across the UK and Ireland to understand public perceptions and potential fan engagement with horse racing. The study found that around 25 million adults are open to the sport, including 17 million casual or somewhat interested followers. It identified distinct audience segments such as curious newcomers (“open-minded rookies”), social bettors, event attendees, and a core group of serious enthusiasts. Notably, 7.1 million casual fans could potentially become more dedicated, while a core base of 9 million serious followers remains crucial for the sport’s stability.

Despite this promising outlook, Project Beacon highlighted significant challenges, chiefly concerns over horse welfare and difficulties in forming emotional connections with the sport. In response, the BHA committed to improving race day experiences, expanding betting options, increasing accessibility to horse ownership, raising welfare awareness, simplifying the sport’s presentation, and enhancing storytelling to build stronger public engagement. To drive these efforts, a dedicated Project Beacon delivery office will coordinate initiatives, supported by ongoing industry campaigns and recent strategic leadership enhancements within the BHA.