British racing’s Future of Racing Programme has received more than 100 applications from start-ups, underlining the growing appetite for innovation across the sport.

The initiative, launched in October by the British Horseracing Authority (BHA) in partnership with Flutter, is rooted in the findings of Project Beacon — the most in-depth research project ever undertaken into British racing audiences.

A shortlist of start-ups will now progress to the programme’s first live pitching event, where they will present their ideas to a panel of senior figures from the BHA, Flutter, racecourses and equine welfare specialists. The aim is to assess how new technologies and ideas could be applied to support the long-term sustainability of British racing.

The main pitching day will take place in Central London on Tuesday 10 February, following a change to the original format. An invited audience of venture capitalists, racing and betting industry leaders and wider sports investors will also be in attendance, providing start-ups with an influential platform to present their concepts.

A further showcase event is scheduled for the summer at York Racecourse as part of the wider Project Beacon programme.

Eleven start-ups have been selected to pitch in February, spanning a wide range of areas relevant to the sport. Around half of the shortlisted companies are focused on equine welfare, including innovations in gait analysis, surface monitoring and ground management. Other entries fall under raceday experience, education and behind-the-silks access, with concepts ranging from fan engagement tools to the use of augmented reality to help audiences better understand and interact with racing.

The Future of Racing Programme is supported by Racecourse Media Group (RMG), York Racecourse and ClimbUK, and was developed in response to Project Beacon’s findings. The research identified a significant untapped market for British racing and highlighted that, despite being the UK’s second-largest sport, many people feel little emotional connection to it.

A survey of 7,500 people revealed key concerns among racegoers, including horse welfare, the cost of attending race meetings and the complexity of betting terminology and form. Many respondents perceived betting success as a matter of luck rather than knowledge — an issue particularly evident among younger audiences aged 18–28.

The programme is structured around four core themes: improving equine welfare, making the sport more accessible through education, enhancing the raceday experience, and providing fans with greater behind-the-scenes insight into racing.

As a platform dedicated to the future of horse racing, horseracetrainer.com supports the vision of the Future of Racing Programme, particularly its focus on welfare, education and long-term engagement. Initiatives such as this reflect the growing recognition that innovation will play a central role in safeguarding the sport for future generations.