Green shoots are beginning to appear in the promotion of racing.
French Galop has just announced the launch of its own 'Racing Series' in 2015. In addition, the race group is investing in improving its visitor experience to attract a wider audience.
The new Racing Series will take place across 16 days between April and October, with a grand final taking place at Longchamp’s Qatar Prix de l’Arc de Triomphe. The aim is to replicate the success of QIPCO's British Champions series by creating a centralised series to modernise the sport in France, boosting ticket sales and betting receipts in the process. PMU, the state-run betting organisation, suffered a 5.2-per-cent drop in horse racing stakes placed last year.
France Galop is looking for a naming rights sponsor for the series and plans to launch an invitation to tender this year for the Racing Series rights, potentially split up into various packages.
To improve spectator experience, catering improvements and a €120-million redevelopment at Longchamp are planned. Jean-Christophe Giletta of France Galop describes the problem: "Our competitors are football and theme parks in particular. The racecourses are less and less attractive, not very accessible, [and] reserved for insiders.’
This type of self-examination – followed up by action -- is the first step in putting horse racing back on the mainstream sports agenda.
