Book the 2019 Dublin Racing Festival into your Diary – An Antidote to Dreary Winter Racing

At the beginning of February, my wife and I and a few owners went over to Ireland. Some went direct to Dublin while others went via County Tipperary, where we called in to see a couple of our youngsters who are being brought along superbly by P.J. Colville and his wife Grainne. It was probably a foretaste of what was to come when we were sitting in Mikey Ryan’s Bar and Restaurant (interestingly, owned and renovated by John Magnier, who apparently fancied a nice place in Cashel to have his supper), savouring a pint of Guinness at 7pm, watching the Ireland vs. France rugby game on TV. When Johnny Sexton slotted in his wonderful dropped goal to grab the game back from the French, the place absolutely erupted. Never have I been kissed by so many people in such a short period of time. The dinner wasn’t bad, either.

From then on, the weekend only got better. We went up to Leopardstown for Day 2 of the superb inaugural Dublin Racing Festival. Racing is always bandying around such phrases as “Sensational Saturday”, but this time the whole meeting lived up to it in spades. I don’t know about you, but I have felt that the 2017 / 18 NH season has been something of an anti-climax, with very few stand-out performances and lots of small field races being mopped up by Messrs. Henderson and Nicholls. An indication of that is the number of horses that Buveur D’Air has actually beaten, and his average starting price of about 1/5. There used to be a time when the Saturday NH meetings really did seem to be something to savour, with heroic performances from horses and riders. Somehow we seem to have lost that sparkle, with the whole of the season having shifted to an undue focus on the Cheltenham Festival. Horses aren’t racing against each other with the frequency that they used to, and it increasingly feels as though we’re just waiting for the denouement without really having enjoyed the lead up to it.

The Irish racing authorities seem to have felt the same, with a number of their better races spread over a period of weeks. They decided to consolidate the best races into the two-day Dublin Festival, and the competition and the craic were magnificent, with so many sparkling performances: Faugheen vs. Defi Du Seuil, Min vs. Yorkhill, Samcro vs. Sharjah, Footpad vs. Petit Mouchoir and then a fairytale outcome to the Irish Gold Cup with the “horse who came back from the dead” Edwulf putting in a gallant performance, although admittedly helped by the last fence fall by Killultagh Vic, who seemed to be travelling best of all. The Leopardstown stand erupted and it must have been 50 deep around the winner’s enclosure. It’s a long time since I’ve seen so many hats being thrown up into the air. It almost felt like going back in time to the great win of Dawn Run, which still stands in my memory as the most emotional and heart-felt reception for any NH horse. The whole atmosphere at Leopardstown was captivating – real enthusiasts, there to savour the racing rather than just the alcohol …. although there was a fair bit of that consumed as well.

Lots of English fans travelled over for the meeting. It was surprising though how few English trainers and horses made the journey, which is pretty unenterprising. Indeed the British trainer who gave the meeting the greatest support was Phil Kirby, and he doesn’t have many horses. Even stranger when you consider how many horses Nicholls and Henderson took up to Musselburgh on the same day, and stranger again when you consider the prize-money. Cheltenham Festival Trials Day only managed £204,688 of prize-money whereas Day 2 at Leopardstown was a whopping great €825,000, at an average of €103,000 per race and with prize-money often down to 8th. I’ve already said to all our trainers that if we have any horses suitable for this meeting next year, we’ll definitely make it the season’s target.

One of the themes discussed by the Brits in Ireland was whether we need to strengthen the British season with a similar high-profile mid-season festival. For some time there has been a debate about whether the Kempton King George meeting could be significantly upgraded, although the refrain seems to be that “logistical challenges” (whatever they may be) preclude it. That seems a real pity.

Anyway, a couple of weeks on from Ireland we were lucky enough to have a runner – and emphatic winner – at Newbury during Betfair Super-Saturday with Acey Milan (who may now go for the Champion Bumper at Cheltenham). The sponsorship of Betfair has brought in significant money, which we were lucky enough to participate in; the total on the day was £303,102. This triggered the thought that maybe Newbury and Betfair could work together to stage a Wonderful Weekend as a stepping-stone to Cheltenham. Indeed, as we were supping celebratory Champagne in the Royal Box after Acey’s victory, I floated this to a couple of the directors of Newbury and it definitely seemed to strike a chord.

As a postscript, I can only congratulate Newbury for the huge improvements that have been made at their course. Their spanking-new Owners’ Club is one of the best facilities on any British track and the investment all round the course from car parking to pre-parade has transformed the track. They have just started the second phase of their developments and Newbury must now be the course with the greatest improvement trajectory in our sport. A huge change is taking place, not just in investment and infrastructure, but just as importantly in mind-set. For those with a long memory I wrote a couple of scathing blogs about the course following a PR disaster in December 2013 (the link is to “Nonsense at Newbury”). The Chief Executive was fired shortly afterwards, to be replaced by Julian Thick, who can be commended for all the changes that have been made. Here’s hoping that they can put on a Wonderful Weekend – or maybe even two of them – so that they replicate Leopardstown’s Champions Weekend on the Flat as well as the Dublin Festival.

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The Row Over Horse Race Sponsorship and Why Bookmaker Behaviour Has to Change

Last Saturday was the 58th year of the oldest sponsorship in British racing in the Hennessy Gold Cup at Newbury. With the row that has now erupted over Authorised Betting Partner (ABP) status and the brinkmanship between some of the big bookmakers and British Racing, one wonders whether we will see such successful and rewarding partnerships again, or whether a permanent chasm has opened up between the parties. Encouragingly there appears to be very little sympathy for the bookmaker stance as they try to evade making a fair and sustainable contribution to the sport. Indeed, for the moment, racing and the betting public appear to be disgusted by their short-sighted and extremely selfish stance. Surely this must in turn cause substantial brand damage – not least at a time when the financial performance of some of the big bookmakers is lamentable and they are increasingly huddling together through mergers or, as some commentators have said, “propping each other up like down-and-out drunks”.

ABP status is one tool to encourage bookmakers to make a proper contribution to racing from their offshore betting turnover. The BHA estimates that our sport is losing £30m a year because of levy evasion. Some bookmakers such as Bet 365, 32 Red and Betfair are already making a voluntary contribution (and you could argue, putting themselves at a competitive disadvantage to those that are not), whereas others such as Betfred, Ladbrokes, Coral, William Hill, Skybet, 888 Sport and Paddy Power are making no or minor contributions. From 1st January 2016 bookmakers will not be able to sponsor races without being ABP accredited.

It only took a few weeks from the announcement of ABP for brinkmanship to break out, with die-hard bookies threatening to pull the plug on their sponsorship deals: Betfred with the Cheltenham Gold Cup and Haydock Sprint Cup; Ladbrokes with the World Hurdle; Coral with the all-weather championships; and William Hill with the Kempton winter festival including the King George VI. Paddy Power have indicated that it could well affect their Cheltenham sponsorship. Some have questioned the legality of ABP exclusion as a potential breach of competition law. Alas, all very predictable, as was Betfair stepping in to the sponsorship role for the Tingle Creek at Sandown as soon as 888 Sport dropped out. This row is certainly going to test the unity of the various parties.

Obviously the row is not without risk. Although the figures are a few years out of date, when Deloittes and the BHA produced their Economic Impact of British Racing in 2012, total sponsorship was £82.2m, with 7,326 races sponsored. Of this, bookmakers’ contribution was £31.8m, covering 3,018 races, or 41% of the races and 39% of the total sponsorship pot. Similarly from the BHA Fact Book 2011-12, the breakdown of prize-money in 2011 was Levy Board contribution 34%, racecourses 28%, sponsorship 20% and owners 16%. So if the bookies decide to go elsewhere with their sponsorship money and fund other sports, it will clearly damage the funding of racing and owner prize-money, at least in the short term.

Is this a risk worth taking? The over-arching principle now guiding British racing is that there must be a sustainable, commercial funding regime for the sport. Bookmaker contribution through the levy (or its replacement) is critical. As many levers of persuasion as possible need to be used to encourage, cajole or coerce bookies back to the negotiating table. The levy talks have broken down, so the ABP route is one lever that is definitely worth continuing with, particularly if the bookmakers receive a proper package of benefits as a result of signing up. Unfortunately at the moment hostility between the parties is blocking off a more collaborative search for the many mutual benefits that certainly exist. Without bookmaker behaviour changing, this could still have the makings of a zero sum game. It is vital that the debate shifts as quickly as possible on to innovation and growing a bigger betting pie while making racing even more attractive to the sports-going public. This can only happen through commercial collaboration.

One benefit that may come out of the row is a complete re-think of racing sponsorship. From the bookmakers’ side a lot of it looks extremely pedestrian and little more than a naming and badging exercise for races. From the racing side the product proposition is generally tedious from Sunday through to Friday, with insufficient thought and co-ordinated planning being given to framing fixtures and races that genuinely excite the consumer and, in turn, maximise betting revenue. Admittedly there are the high points of Cheltenham, Aintree, Epsom, Ascot and Goodwood but thousands of races are instantly forgettable as, indeed, are their sponsors.

And finally, a strong case can be made for looking way beyond traditional race sponsorship by bookies. Racing has become inertial, with chronic under-representation of leading British and global companies in our sport. From the 2012 data, food and drink companies only put in £6.5m of sponsorship, while the financial services sector was even less visible with £4.3m. A massive mind-set change is needed from sponsoring races to sponsoring events and experiences. Marketing gurus argue for “the integration of sponsorship platforms”, “co-creation of brands between companies and consumers” and “customers acting as ambassadors”. Watching Neanderthal bookies locking horns with Great British Racing in ultimately self-defeating rows over financial contribution, it is easy to despair. However it would be of real benefit to the industry if a search for new sponsorship in turn brought in a new generation of companies and dynamic leaders from other sectors with an enthusiasm to transform the whole way in which racing is presented to the broader betting and racegoing public.

In the meantime, I enjoyed raising a glass of fine brandy to the Hennessy winner.

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The Growth Strategy for British Racing, Part 2 of 3: Cuts are coming

In the last blog I looked at the overall context of the growth strategy for British racing, as presented by Nick Rust and Rod Street in early May as part of their road show around the UK. While lots of initiatives were outlined, there was also some doom and gloom …. and indeed only a few days later Paul Lee, chairman of the Levy Board, duly announced a £4m reduction in expenditure in 2016 (which is bound to affect prize-money) and more substantial cuts threatened for 2017 – a timely reminder that all the various parties in racing really need to give total commitment to the growth strategy. So in this blog, here is an outline of the recommendations. Doubtless other ideas and activities will be developed as the strategy is implemented, so this is not necessarily a complete list, but the main themes and pillars are as described in the presentation.

1. Racing Structure & Governance

Like it or loathe it, racing does not operate through a conventional integrated structure with clear lines of authority. Consensus and collaboration rule the day, despite the considerable downside that this can lead to lengthy delays in decision-making and also allows stakeholders to exercise negative authority by blocking much-needed changes and reform. Nick Rust emphasised the need for racing to help itself and pursue “one journey: one voice”. Hear, hear! There is going to be a governance change with a tripartite arrangement between the BHA, the Horsemen’s Group and the Racecourse Association. There will be a members’ agreement, a members’ committee to steer strategy, and executive committee to make the key decisions. This is a challenging arrangement which will need “collaboration with teeth”.

2. Critical Success Factors: Transformation vs. Incrementalism

One way of evaluating any strategy is to look at the recommendations which are essentially incremental vs. those which are genuinely transformational. This is not in any way to knock incrementalism, but there is normally a need for significant innovation in a small number of key areas to drive successful change. We will return to that theme in the third blog, with a more critical appraisal.

Four clear, quantifiable targets / CSFs were highlighted: 1,000 new horses in training and racecourse attendances to be at 7 million by 2020 (vs. 5.8m today); betting revenues to rise by 5% and a minimum of £120m of extra income to flow into the sport by 2018.

3. Racing and Betting Pillar

Vital need to reverse negative trends. Incremental recommendations included: connecting better to betting consumers; setting up a Racing and Betting Forum; improving sectional timings; closer alignment in race timings and broadcasts between GB and Ireland; and introducing an “Own Thursday” day, where betting can take place free of many of the other sporting distractions. Transformational recommendations: there weren’t any.

4. Customer Growth Pillar

Incremental recommendations included: developing better customer insight; using customer data more effectively; setting up a national survey; better promotion through social and digital media; seeking more sponsorship. Transformational recommendations: there weren’t any, although the vision of 7m racegoers may well need some.

5. Horse Population, Ownership & Breeding Pillar

Incremental recommendations included: simplifying owner administrative processes to lower the cost and complexity; liberalisation of colours; framing minimum standards for trainers, racecourses and the administrative experience; launching a data project on owner experience and owner churn rates. Transformational recommendations: although there weren’t many specifics, there is a clear intention to put funds behind the goal of 1,000 additional horses in training by 2020. That will be a centrally-led drive.

6. Ultra-High Net Worth Pillar

No real detail here, other than saying there is a need to “integrate and optimise new and existing resources”.

7. Integrity & Regulation

Strong commitment to maintain the world leadership reputation of British racing, and for there to be “impactful, cost-effective targeting of risk areas”. Incremental recommendations such as a plan to simplify and make more transparent the rules of racing; continued targeting of corruption, but making sure that the authorities are aware of “the danger of sledgehammers to crack nuts”.

8. Welfare & Training

Not many specific recommendations, although there will clearly be greater emphasis on integrated recruitment and learning and development; injury rehabilitation and broader education on relevant subjects such as nutrition for jockeys.

9. Funding

Running right through the presentation and discussion were continued references to “Where is the cash going to come from?” Part of that is the “need for fair and sustainable funding between betting and racing on a reasonable basis”; part through the introduction of the Racing Right; and part through the need for racing to be far more open to ideas for investment from outside the sport. A lot of that will have to be transformational.

Doubtless you will have your own views about the coverage and relevance of all these various ideas and recommendations …. together with key elements that you may feel have been neglected. More about that in the next blog.

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