Charlie Parker: Premier trial must lead to further innovations

As the Labour government gets its feet under the table of power, those who will be responsible in the crucial areas for racing have been identified, with Lisa Nandy appointed Secretary of State for Culture, Media and Sport. It is vital that the industry, led by the BHA, establishes strong communication lines with the new minister’s office and continues to work with the staff at DCMS to make racing’s case.

The reform of the levy, which was supposed to be concluded in April of this year, remains a vital step in securing future funding plans, not only in terms of prize-money but also in other areas such as welfare and the about-to-be-launched people strategy.

The BHA has been charged with bringing the levy reform proposal back to the table with the hope that a timely resolution can be achieved. This is even more pressing given that the first quarter of the new levy year has seen a fall in betting turnover. Whilst a clash with the European Championship can be partly blamed, pressure on leisure spend cannot be overlooked. It is hoped that the second quarter will see a bounce back to 2023 levels, which is vital in setting the funding proposal that will sit alongside the 2025 fixture list published in early August. Next year sees the continuation of the two-year trial of premier racedays and protected Saturday window, combined with greater investment in Sunday racing.

It is obvious that the clock is now ticking on what happens next. Plans must be in place to build on the trial and hopefully see the refinement of the premier product to become a truly global investment opportunity that can generate new sources of revenue for the sport. It is fundamental that new revenues allow investment into the core racing product and the National Hunt sphere so that the whole ecosystem benefits and can grow.

Alongside the refinement of the strategy, the industry must fully commit to understanding the world in which we live today. Traditional platforms to promote, engage with and bet on racing are becoming marginalised by the habits of the younger generations. The research on how people aged 25 and under consume their media are astonishing, with terrestrial and digital television becoming less and less relevant. The raceday experience remains a key engagement for all, and while we have seen some excellent work completed on attracting different audiences, there remains no overarching strategy, which must be addressed.

The ongoing dispute between Flutter and Arena Racing Company (ARC) has seen Flutter betting brands, including Sky Bet and Paddy Power, not offering prices for races staged at ARC meetings. Whilst the disagreement is obviously between the two contracting parties and could well end up being the subject of litigation, the wider racing community needs to take heed.

On the one hand, it can be interpreted that the bookies are digging in ahead of the next round of levy reform negotiations, raising the flag that they already pay too much for the racing product. Some commentators have not taken that view and have focused on the media rights payments themselves and asking where the money has gone.

Either way, an agreement between the media rights holders, ultimately the racecourses, and the sport is needed to ensure that we, racing, are on the same side and benefit from the changes that we have been making over the last few years and will be asked to make going forward.

I would certainly have a cynical view of the bookmakers’ position. It is less than three months since we saw the Betting and Gaming Council walk away from a year-long negotiation, then have the audacity to blame racing for not agreeing a deal. We must work together to produce the most beneficial arrangement for all parties, but as owners we know that our net investment is far larger than anyone else’s and our views must be heard and acted upon.

The year is flying by and the end-of-season Flat showpiece events will soon be upon us, followed by the rumblings of the new jumps campaign. Whilst significant issues remain, I hope that with the addition of some fresh names in high-profile industry positions, we can find solutions to unlock the sport’s potential.

There will also be a new face at the Levy Board following the untimely passing of Chairman Paul Darling. Some lovely words have been written since the awful news broke and it is clear that he will be a tough act to follow.