Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Future Opportunities
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- Racing ripe for success through small screens
- Mintel Inspire
- Opportunity
- Price promotions can draw smart shoppers upmarket
- Mintel Inspire
- Opportunity
- Men return to stats in sport
- Mintel Inspire
- Opportunity
Market in Brief
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- Horse power drives market to £300 million mark
- Secondary expenditure takes on primary role
- Some light amidst attendance gloom
- Recession could put permanent emphasis on value...
- ... as concerns over costs outlive the downturn
- Betting to continue its losing streak...
- ... making funding shortfalls sharpen focus on racecourse revenues
- TV to remain a valuable shop window
- Greyhound racing ready for new welfare legislation
- Does horse racing know what women really want?
- Dog tracks make converts – but not on a regular enough basis
Internal Market Environment
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- Key points
- Access to racing: Location to determine promotion?
- Horse racing: Big lessons from Great Leighs
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- Figure 1: UK racecourse numbers, 2007-09
- Greyhound racing: Traps start to shut once more
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- Figure 2: UK greyhound racecourse numbers, 2002-09
- Horse racing fixtures: Quality v quantity
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- Figure 3: UK horse racing fixtures and races, 2004-08
- Greyhound racing fixtures: Spectators v bettors, spectators v trainers
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- Figure 4: Licensed greyhound meetings and races, 2004-08
- Racecourse facilities: Recession to threaten diversification?
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- Figure 5: Capital expenditure, by British racecourses, 2004-08
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- Figure 6: BGRF grants for racecourse improvements, 2004-08
- Media coverage in decline
- Horseracing on TV: BBC abandons quantity for quality
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- Figure 7: Television coverage of horse racing, by channel, 2004-08
- Greyhound racing on TV: Better for betting than attendance
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- Figure 8: Television coverage of greyhound racing, by channel, 2004-08
- Newspapers: Declining or substituted?
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- Figure 9: Racing Post circulation trends, 2006-08
- Raw materials: More horses, fewer dogs
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- Figure 10: Horses in training, 2004-08
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- Figure 11: Registered greyhound numbers, 2004-08
- Horse racing funding: Bookmakers refuse to blink
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- Figure 12: Horserace Levy receipts, by source 2004-09
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- Figure 13: Bookmakers’ voluntary contributions to British Greyhound Racing Fund, 2005-09
Broader Market Environment
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- Key points
- The recession: Value for money keeping volumes afloat
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- Figure 14: GDP, PDI, consumer expenditure and savings, at current prices, 2004-14
- Demographic trends align with new and core markets
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- Figure 15: Trends in the age structure of the UK population, by gender, 2004-14
- Web pulls punters away from the track
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- Figure 16: British internet penetration at home/work/place of study or elsewhere, by gender, age, socio-economic group, region and working status, Apr 2002-Jul 2009
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- Figure 17: Growth in UK mobile internet users 2008-09
- The weather: Predictability takes a rain check
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- Figure 18: UK horse racing fixture abandonments, 2004-08
Competitive Context
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- Key points
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- Figure 19: Interest in named sports/pastimes, 2005-09
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- Figure 20: Sports/pastimes paid to watch at a venue, 2005-09
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- Figure 21: Selected sports’ annual attendances, 2005 and 2008
- TV mix allows horse racing to offer something for everyone
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- Figure 22: Sport on television, 2004-08
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- Figure 23: Sports/pastimes watch on TV, 2005-09
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- Figure 24: Trends in sports bet on, 2005-09
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- Figure 25: Consumer expenditure on selected leisure activities, 2003-08
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Racing as team sport
- Sovereigns or Champions?
- Free admission = freer spending
- Widening betting pools off-course
- A concerted effort
Market Size and Forecast
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- Key points
- Pace of spending growth starts to slow
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- Figure 26: Consumer expenditure on dog and horse racing, on-course only, 2004-14
- Attendances still on the slide
- Horse racing: Evening fixtures cast long shadow
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- Figure 27: Horse racing attendance, by type of fixture, 2004-08
- Greyhound racing: Optimists get ready for the upturn
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- Figure 28: Licensed greyhound racing meeting attendances, 2004-08
Segment Performance
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- Key points
- Horse racing tucks in to secondary expenditure
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- Figure 29: Horse racing spectators’ on-course raceday expenditure, by segment, 2004-08
- Greyhound racing: Catering for a new crowd pays off
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- Figure 30: Greyhound racing spectators’ on-course raceday expenditure, by segment, 2004-08
Brand Communication and Promotion
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- Key points
- Marketing moves up the agenda
- Lowering spectators’ starting price
- An improving web presence
- Man v horse
- A schooling in racing
Companies and Products
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- Key points
- Company developments: Consolidation still the talking horse
- Horse racing
- Governing body
- British Horseracing Authority (BHA)
- Horserace Betting Levy Board
- Major racecourse operators
- Jockey Club Racecourses
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- Figure 31: Jockey Club Racecourses, financial performance, 2004-08
- Arena Leisure plc
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- Figure 32: Arena Leisure, financial performance, 2004-08
- Northern Racing Ltd
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- Figure 33: Financial performance of Northern Racing Ltd subsidiary companies, 2008
- Greyhound racing
- Governing body
- Greyhound Board of Great Britain
- British Greyhound Racing Fund
- Major greyhound stadia operators
- GRA Ltd
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- Figure 34: GRA Ltd, financial performance, 2006-07
- Other operators
Who Goes Racing?
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- Key points
- A potential audience of 20 million – but not for both sports
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- Figure 35: Watching horse and dog racing at a track, September 2009
- ‘Try it, like it’ message should focus on women
- Retiring racegoers leave gaps in the crowds
Attitudes Towards Horse Racing
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- Key points
- Women respond to more than glamour and a hat
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- Figure 36: Attitudes towards horse racing, September 2009
- The cost of racing: It’s not the economy, stupid
- Britons back away from betting – especially at the track...
- ... but the spectacle matters more when there’s money on it
- Spectators fear cruelty, gamblers fear corruption
Attitudes Towards Greyhound Racing
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- Key points
- War on welfare still far from being won
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- Figure 37: Attitudes towards dog racing, September 2009
- Dogs attracting social animals...
- ... whose interest now needs exercising regularly...
- ... but racing and betting fans tend not to linger
- Downmarket becomes good value in recession
Targeting Opportunities
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- Key points
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- Figure 38: Dog and horse racing target groups, September 2009
- Refusers
- Horse prospects
- Disinterested
- Socialisers
- Horsemen
Appendix – Broader Market Environment
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- Figure 39: GDP quarterly percentage change, 2004-09
- Figure 40: Employment and unemployment, by gender, 2004-14
- Figure 41: Forecast adult population trends, by lifestage, 2004-14
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Appendix – Who Goes Racing?
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- Figure 42: Watching horse and dog racing at a track, by demographics, September 2009
- Figure 43: Watching horse and dog racing at a track (groups), by demographics, September 2009
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- Figure 44: Watching horse and dog racing at a track, by watching horse and dog racing at a track, September 2009
- Figure 45: Watching horse and dog racing at a track, by watching horse and dog racing at a track (groups), September 2009
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Appendix – Attitudes Towards Horse Racing
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- Figure 46: Most popular attitudes towards horse racing, by demographics, September 2009
- Figure 47: Next most popular attitudes towards horse racing, by demographics, September 2009
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- Figure 48: Attitudes towards horse racing, by watching horse and dog racing at a track, September 2009
- Figure 49: Attitudes towards horse racing, by watching horse and dog racing at a track (groups), September 2009
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- Figure 50: Most popular attitudes towards horse racing, by attitudes towards horse racing, September 2009
- Figure 51: Next most popular attitudes towards horse racing, by attitudes towards horse racing, September 2009
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Appendix – Attitudes Towards Greyhound Racing
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- Figure 52: Most popular attitudes towards dog racing, by demographics, September 2009
- Figure 53: Next most popular attitudes towards dog racing, by demographics, September 2009
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- Figure 54: Attitudes towards dog racing, by watching horse and dog racing at a track, September 2009
- Figure 55: Attitudes towards dog racing, by watching horse and dog racing at a track (groups), September 2009
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- Figure 56: Most popular attitudes towards dog racing, by attitudes towards dog racing, September 2009
- Figure 57: Next most popular attitudes towards dog racing, by attitudes towards dog racing, September 2009
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- Figure 58: Most popular attitudes towards dog racing, by attitudes towards horse racing, September 2009
- Figure 59: Next most popular attitudes towards dog racing, by attitudes towards horse racing, September 2009
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Appendix –Targeting Opportunities
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- Figure 60: Target groups, by demographics, September 2009
- Figure 61: Target groups, by watching horse and dog racing at a track, September 2009
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- Figure 62: Target groups, by watching horse and dog racing at a track (groups), September 2009
- Figure 63: Attitudes towards horse racing, by target groups, September 2009
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- Figure 64: Attitudes towards dog racing, by target groups, September 2009
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