Beverley Racecourse

Overview
Beverley Racecourse lays claim to being one of the oldest racecourses in the UK, in existence since 1690, and building its first grandstand in 1767. Located outside Hull in Yorkshire, the course is steeped in history, including providing airbase support during wartime.

Challenge
Beverley Races began a partnership with Future Ticketing in 2016, motivated by a desire to gain a deeper understanding of its customers and to access revenue in advance of race meetings. The racecourse aimed to increase the digitalisation of its ticketing and marketing functions, offering customers a more efficient and user-friendly experience.

Solution
Future Ticketing’s high-performance core software automates the traditional ticketing box office function. Within 12 months of implementing the platform, 50% of customers had moved to online purchasing. Today, 80% of all sales are online, allowing Beverley Racecourse to analyse customer attendance and behaviour with ease at its Westwood track.

Beverley is one of the longest-standing Future Ticketing clients, continuously adapting its ticketing strategy based on customer buying habits and data collected throughout the buying journey. The software also allows the racecourse to brand both e-tickets and events, incorporating sponsor logos and exposure. This has enabled Beverley to engage more sponsors and partners, including targeting specific commercial partners for tickets based on age groups.

In 2025, the racecourse further enhanced the visitor experience by implementing automated contactless turnstile entry, streamlining access and reducing queue times.

Value-Added
The colourful outfits and striking visual turnout of racegoers align perfectly with Beverley Racecourse’s online identity, which it uses to segment ticketing for different audiences. The platform enables clients such as racecourses to maintain control over their sales and marketing identity while providing a seamless customer experience. Beverley leverages its vibrant branding to present a modern look for a sport whose heritage spans centuries.