The 40th Asian Racing Conference in Sapporo, Japan, emphasized a crucial truth: racing’s future lies in fan engagement, particularly attracting younger audiences to cultivate a lifelong passion for the sport. Andrew Harding, Secretary General of the Asian Racing Federation and Executive Director of Racing at The Hong Kong Jockey Club, made it clear that fan engagement isn't just a trendy phrase—it's the cornerstone of racing's survival and growth.

In today's digital world, sports fans expect more than just a seat in the stands. They crave interaction, connection, and a sense that their presence matters. Harding articulated this need for a two-way relationship between the sport and its fans, emphasizing that understanding the audience and adapting to their preferences is critical in this rapidly changing landscape. "Fans are first and foremost customers," Harding stated. "They are never mere spectators; they are an essential part of the event itself."

Unfortunately, many turf clubs, particularly in India, have been slow to embrace this new paradigm. Despite the valuable insights shared at the conference, facilities for racegoers remain subpar. In Bangalore, for instance, high entry fees, lack of seating, and an overall unwelcoming atmosphere have driven away thousands of potential patrons. On Derby Day, entry fees soar, yet the promised luxury and comfort remain elusive. The stands, often empty, are reserved for absentee members, leaving regular racegoers feeling unwelcome and undervalued.

To reverse this trend, Indian turf clubs must rethink their approach. They must adopt strategies to engage with new audiences, particularly the youth, and ensure racegoers feel welcomed and valued. Reducing entry fees and offering more accessible facilities could draw in a larger, more diverse crowd. By extending complimentary passes, clubs have an opportunity to captivate a younger generation, fostering a fresh wave of interest in the sport. As it stands, the same faces have populated these events for decades. It's time for a change.

Keynote speaker Clare Vigers from Two Circles underscored the need for sports to understand their fans deeply and act on that understanding with precision. The aim is not just to retain existing fans but to grow new ones, and this begins by appealing to them before they reach 14 years of age. This demographic-focused strategy requires racing to pivot towards a more inclusive and engaging approach.

Furthermore, Fumitaka Tsuruoka of the Japan Racing Association highlighted the role of technology in drawing younger audiences. Data-driven insights can reveal much about fan preferences, enabling clubs to tailor their offerings more effectively. As Dennis Hau of the Hong Kong Jockey Club pointed out, without understanding the customer, racing is left "flying blind," unable to provide the tailored experiences today's fans demand.

In conclusion, Peter V’landys, CEO of Racing New South Wales, reminded everyone that racing is part of the entertainment industry. The challenge lies not only in drawing fans for marquee events like The Everest but in ensuring they return regularly. This requires a shift in strategy, a recognition that fans are the heartbeat of the sport, and that without them, the pulse of racing grows ever fainter.

For turf clubs in India, and indeed worldwide, the message is clear: Innovate or stagnate. Embrace the fans, young and old. Give them the facilities, the experience, and the engagement they seek. Racing’s future depends on it.