BHA and Flutter Launch Tech Summit to Engage New Audiences

The British Horseracing Authority (BHA) and Flutter UKI have announced a new “Dragons’ Den”-style innovation summit designed to attract younger audiences and modernise fan engagement in horse racing. The initiative, titled Future of Racing, will take place at York Racecourse in February 2026 and invites technology startups to pitch ideas aimed at reinventing how people experience the sport.

Selected startups will present their concepts to a panel of senior figures from Flutter, the BHA, racecourses, and equine welfare organisations, alongside investors and other industry stakeholders. Pitches will focus on innovations that could enhance engagement, accessibility, and understanding of horse racing, with examples including augmented reality race guides, VR experiences, or new ownership models.

The event follows findings from Project Beacon, the largest-ever study into British racing audiences, which revealed a lack of emotional connection to the sport among younger adults despite its national popularity. The report also highlighted challenges such as perceptions around horse welfare, high costs, and limited understanding of betting terminology.

Backed by RMG, York Racecourse, and ClimbUK, the summit will focus on four themes: horse welfare, education, raceday experience, and behind-the-scenes access. An additional “wildcard” category will invite pitches that explore other innovative approaches to fan engagement and sport modernisation.

Brant Dunshea, acting Chief Executive Officer of the BHA, said: “There are so many great ideas out there and the aim of the Future of Racing summit is to ensure that racing has the opportunity to hear them and, where appropriate, tap into what they could bring to the sport. I’d encourage everyone in the sport to engage with this process and come to York in February with an open mind, for what I’m sure will be an exciting and intriguing event.

“We’re looking for bold ideas that can engage younger audiences and ensure the sport’s fan base remains strong for the generations to come. We’re eager to hear from as many startups as we can and very much hope as many as possible take up the chance to apply and make their mark on our sport.”

Sebastian Butterworth, Racing Strategy Director at Flutter UKI, said: “Flutter embodies the energy of startups—innovative, fast-growing businesses driven by entrepreneurs to create scalable products and services that disrupt markets.

“Just a few months ago we launched Timeform’s simplified QuickCard for newcomers to horseracing at York Racecourse, so we’re really proud to partner with the BHA and return for this potentially pivotal Future of Racing Summit in February.

“Project Beacon puts the customer at the heart of racing, and it’s vital that we come together to seek out solutions that directly address their concerns.”