In a concerted effort to modernize British horseracing, Flutter Entertainment and the British Horseracing Authority (BHA) are turning to innovative technological solutions. Both organizations see emerging technologies as vital tools to enhance accessibility, foster trust, and ensure the sport’s sustainability over the long term.
The insights originate from Project Beacon, a comprehensive research initiative based on a survey of 7,500 participants. These findings were revealed at the recent Future of Racing Summit in London, where startups showcased pioneering solutions aimed at tackling structural issues within the industry.
The research identified three main obstacles that deter potential racegoers: the expense of attending events, the complexity of horseracing terminology, and ongoing concerns about racehorse welfare. These issues are especially pronounced among younger demographics aged 17 to 28, a vital segment for the sport’s future growth.
While horseracing remains the second most wagered-on sport in the UK—behind football, which surpassed racing in 2019—the sector is still grappling with challenges. Attendance saw some recovery in 2025, but long-term trends indicate declining turnout and ongoing reliance on betting levies, sponsorship deals, and media rights revenue.
The Future of Racing Summit was initially slated for October 2025 at York Racecourse but was later relocated to London. Out of 100 applicants, ten startups were selected to demonstrate their technological solutions to key stakeholders in racing and betting.
The focus was on innovations that improve horse welfare, educate fans, enrich race day experiences, and enhance behind-the-scenes operations.
Among those presenting were Sleip, which develops AI systems capable of detecting lameness and pain in horses, and AWAG, which offers tools for monitoring animal welfare. Other notable participants included Equitech Analytics and Theo Wealth, both specializing in wearable performance tracking devices.
Additional solutions featured E-Nano’s robotic systems for analyzing track conditions, Raw Stadia’s surface management technology, Horsebox’s shared ownership platform, and Fanbase’s digital content hub aimed at boosting fan engagement.
These innovations aim to address operational hurdles and improve public perception by increasing transparency, safety, and accessibility.
David Jones, Senior Independent Director at the BHA, emphasized the significance of the initiative and its potential to support the sport’s future. He remarked:
“The Future of Racing Summit was a fascinating event that demonstrated the range of technologies that exist which have the potential to grow our sport.
“It was most heartening to see companies travelling from all over the world to pitch to senior racing leaders, demonstrating that those of us inside the sport are not alone in seeing the opportunities that exist within British racing; others do too and we should be excited by what that tells us.”
“What Project Beacon has done is create a data set that businesses can understand and target solutions towards. I look forward to following the relationships that have been developed through the course of this initiative and learning more about how they can help support our goals for racing’s future.”
Flutter’s ongoing commitment to technological innovation was also reaffirmed by Sebastian Butterworth, Strategic Racing Director at Flutter UKI, who said:
“We have been delighted to work alongside the BHA on the Future of Racing programme, utilising the skills and experience of our internal Alpha Hub team in exploring the world of innovative and emerging technology. The event this week was fantastic, and it was great to see a wide array of ideas coming from people from across the globe.
I’d like to thank all those who attended the event. We are really looking forward to continuing the work with the BHA to progress the programme over the coming months and explore how the concepts we heard can come to life and help grow our sport.”
Despite ongoing concerns, horseracing attendance showed promising signs of recovery in 2025. The first half of the year saw a 5.1% increase year-over-year across 704 race meetings, attracting more than 2.43 million spectators.
However, the industry still faces broader strategic hurdles, including regulatory pressures and shifting consumer preferences. Disputes over taxation policies between racing and betting stakeholders underscore the complex financial dynamics at play.
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Nevertheless, Flutter’s sustained involvement signals that the alliance between racing authorities and betting operators remains strong.
Apart from Project Beacon, the BHA continues investing in digital infrastructure, including the development of its Racing Digital platform. Although progress has been delayed, this initiative remains a crucial element of its long-term modernization plans.
Both Flutter and the BHA are also planning to host another innovation showcase later this year, reaffirming their shared conviction that technological advancements are essential to securing the future relevance and sustainability of the UK horseracing.
