How Horse Racing Can Win the Next Generation of Fans | Sam Houlding

This week, Ed sits down with Sam Houlding, MD of B2B at Spotlight Sports Group. They unpack Spotlight Sports Group's "The Horse Racing Audience Opportunity" report, and horse racing's 200 million untapped fan opportunity. They get into why the sport has a product problem that isn't really about the product, the F1 playbook the sport could follow, what Melbourne Cup and Smart View are getting right, why fandom needs to come before betting, and the shared conviction that racing needs to unlock its next era.

To listen to every episode, head to dizplai.com. Email hello@attentionshift.media to be a guest.

CHAPTERS

00:00 Intro & Sam Houlding on the Horse Racing Audience Opportunity

03:00 Inside Racing's 200 Million Fan Pyramid

08:00 The Product Problem That Isn't About the Product

17:00 The F1 Playbook: Where Racing Could Follow

26:00 What Melbourne Cup and France Galop Get Right

34:00 Smart View, Betting, and the Case for Accessibility

40:00 The Shared Conviction Racing Needs Next

SHOW NOTES

The Horse Racing Audience Opportunity report: