The 40th Asian Racing Conference in Sapporo, Japan, was told of the importance of fan engagement and the need to attract young people to racing at an early age to hopefully create a lifelong interest in the sport.

Mr. Andrew Harding, Secretary General of the Asian Racing Federation and Executive Director, Racing, of The Hong Kong Jockey Club, said fan engagement is far more than a buzzword. He said it will decide racing’s future.

“The digital age has also revolutionised the way in which fans connect with sport. This digital connection allows for a two-way relationship in which fans can feel heard and valued. Essential to racing’s capacity to navigate its way in this rapidly evolving landscape will be truly understanding both the fan and the environment.”

“Fans are first and foremost customers and the fans are never mere spectators. They are truly an essential part of the event itself,” he said.

Ms. Clare Vigers, Client Services Director at data-driven sports marketing agency Two Circles, who delivered the session’s keynote, highlighted that all sports are in the business of growing fans. “That could mean growing audiences, followers and people watching on broadcasts…different areas of growth can only be true if we understand fans brilliantly and act on that understanding brilliantly,” she said. Ms. Vigers also stressed the importance of attracting fans to a sport before they were around 14 years old and how this would require a specific approach for racing.

Mr. Fumitaka Tsuruoka, Senior Technical Advisor in the Japan Racing Association’s (JRA) Management Planning Division, focused on the JRA’s approach to harnessing technology to appeal to younger audiences. He said that youths who attended a race meeting at least once in their early years are much more likely to return to racing later in life.

The Hong Kong Jockey Club’s Executive Director of Customer Strategy, Insights and Innovation, Mr. Dennis Hau shared his thoughts on the importance of customer centricity. Mr. Hau said that without data and without fully understanding our customers, racing would be flying blind and would only be able to provide a one-size-fits-all service which is no longer acceptable to today’s customers.

The CEO of Racing New South Wales and Chairman of the Australian Rugby League Commission, Mr. Peter V’landys, who was also part of the panel, said that it must not be forgotten that racing was part of the entertainment industry and ways had to be found to get fans back to the races on a regular basis after attending major events such as The Everest – the richest race on turf.