Richardson yesterday unveiled the BHB's marketing strategy for the next three years, placing particular emphasis on arresting the decline in racing's share of the off-course betting market. Other projects include a promotional push for evening racing; a study involving both the Tote and Ladbrokes into the long-awaited Lottery-style Superbet; and a report compiled by an anthropologist into etiquette and behaviour at the races. This last idea is not quite as frivolous as it seems - previous studies from the same source have generated widespread media exposure.
Indeed, all output from the department is carefully costed, and Richardson calculates the pounds 1m invested over the last three years has brought income of almost pounds 16m into the sport through new owners, racegoers and sponsors. He is keen to increase his budget, and convinced that the 16-1 ratio of return to investment can be maintained. The BHB should give him a chance to prove it.Reuse content