(Courtesy of http://www.fasttrack.hk)
By Hans Ebert & Jenny Bridle
Someone half-jokingly mentioned last night that if horse racing was to be cool, then, like God drives a flying chariot, the late martial arts expert, legend and actor Bruce Lee should have also been a jockey. His huge popularity that lives on today would have helped put the sport smack dab in the middle of everything that matters. And made horse racing cool. Has horse racing ever been cool? Should it? Could it?
What those given the responsibility, the opportunity, and the challenge to market a sport so many see as being something they can easily live without, refuse, or fail to understand, is whether there is a need for horse racing to have The Cool Factor. And here, it’s about how big and appealing one wishes the sport to be. If for all this talk about “fan engagement” and dangling hotline bling blang Fiddy Cent carrots, the end game is to “simply” attract/lure/cajole a new market to bet, that’s relatively easy. It doesn’t need “social media”, and all the souped-up bells and whistles and dog and pony shows that particular caravan brings to the party. Just offer up a menu of new betting options and promote the hell out of this buffet of choices.