Attending the The Racecourse Association Ltd Conference this year, I was struck by how aligned the sports industry has become around one simple truth: we are in a race for customers, not against each other, but against complacency, assumption, and the belief that what worked yesterday will work tomorrow.
Today’s sports fan demands deeper engagement than ever before. Simply sitting in the stands and watching the action in silence is no longer enough. Fans want a show, an experience that pulls them in, connects them, and makes every moment feel memorable. That means delivering immersive onsite entertainment, elevated food and beverage offerings, and true value for money. In a climate where expectations are rising and competition for the customer’s wallet is intense, sports events must go above and beyond to earn both attention and loyalty.
William Derby set the tone early, recognising the superb work of Paul Swain and Matt Jones, while also acknowledging something that resonated deeply with me: for all the bricks thrown at racing, every racecourse, large or small, has something to teach the rest of us. If a rising tide really does lift all boats, then our challenge is not just to improve our own courses, but to create momentum across the sport.
Winning on Delivery – The Marginal Gains Mindset
Steve Cooper and James Haysom of Legends Global reminded us that excellence does not always come from sweeping reinvention. Sometimes it is the simple, repeatable actions that shift performance:
- A smoother journey from the car park to security
- A more intuitive F&B flow
- Tech that reduces friction and increases dwell time.
- An experience “built for the camera,” especially for Gen Z
Their message felt clear: stop making assumptions about what customers want, look at your own data and let it speak.
In an era where every sports fan is also a micro-broadcaster, every photo taken is a complement to our advertising. If we ignore that, we forfeit relevance. Additional insights from Cooper and Haysom included:
- 71% of Season ticket holders stated they make F&B purchases at most games
- 25% of fans had downloaded a venue or team app
- 61% of fans would buy more if they could pre-order
- 40% said they would love to interact with the audience via a virtual crowd
- 49% said they would pay more for an in-seat F&B package
Consistency Is a Brand Promise
Abi Sawyer of Bettys & Taylors of Harrogate spoke about a product being tasted eight times before release. It was a powerful reminder that consistency builds trust, and trust builds loyalty. In racing, our equivalent might be dozens of micro-moments that make up the racegoer’s day. If we get them right consistently, the brand of racing becomes stronger than the sum of its venues.
Value Is Not “Being Cheap”
Chloe Carmichael’s comparison of two Silverstone experiences was a masterclass in perception. A grandstand ticket with no food felt poor value, while a basic but inclusive £499 package felt better value. Her line that stuck with me was: “Value is not about being cheap. People will pay more if they feel they are getting value.”
This is a mindset shift sport must embrace. The emotional payoff matters:
- More hours
- More moments
- More story around the ticket
Her point about language was particularly sharp— “advance ticket” sounds transactional; “A Day at the Races” sounds experiential. Sometimes we undersell ourselves with the words and imagery we choose. With AI, we can personalise and optimise our offerings, creating more opportunities to upsell than ever before.
York’s Example – Build for the Customer, Not the Architect
James Brennan and Maiti Stirling highlighted how York Racecourse redesigned the Roberto Pavilion by starting with food and drink trends, not building layouts. The result?
- A Guinness bar
- A sustainable selfie wall
- A modern-day facelift for freshly cooked fish and chips
- Partner-led spaces that feel authentic.
- And importantly, a focus on eliminating the silent killer of revenue: toilet queues.
Their closing message
“Just do something. Stare down the naysayers. Keep evolving”
felt like a mantra the whole sports industry could adopt.
What part does Future Ticketing play?
Your technology partners should enhance every step of the customer journey, from seamless entry to on-the-day interactions. That is why I’m excited to announce a new client-centric feature: Order to Seat through our Progressive Web App, launching later this week. This innovation will help our clients drive additional revenue, deliver richer experiences for their customers, and leverage the latest trends and data. It’s another example of how we continue to lead as the most innovative ticketing company in the industry.
Where This Leaves Us
The fundamentals of our sport are extraordinary: heritage, excitement, unpredictability, and a strong sense of community, yet the way it is packaged, presented, and perceived must evolve. Hospitality experiences at racing are second to none: exceptional food and drink, hours of entertainment, and the opportunity to enjoy the day with friends while easily making new ones. It’s more than a race; it’s immersive, unforgettable entertainment.
Equally important is the role of data and technology. As discussed at last year’s Asian Racing Federation, understanding customer habits and leveraging data is key to engaging both new and existing audiences. Innovation in technology will be pivotal in shaping the future of the industry, ensuring that the experiences we deliver continue to evolve and delight.
As I left the conference, one thought stayed with me: We don’t need to reinvent racing. We need to re-imagine how fans experience it.
We must:
- Build experiences that are easy to share.
- Use tech not as a gimmick but as an enabler.
- Understand value through the customer’s eyes.
- Be consistent in our standards.
- Act boldly even when the industry chorus says “wait.”
The race for sports fans isn’t won through grand gestures It is won through the hundreds of decisions big and small that make race day feel worth it.
And if we get that right, then the rising tide won’t just lift all boats. It will bring new ones to the water.
