Future of Racing

About this Programme

Background to the Program

The British Horseracing Authority (BHA) are partnering with Flutter to find innovative companies that are ready to revolutionise the sport in Britain, and engage the next generation of fans. This strategic programme builds directly on the findings of Project Beacon – the most comprehensive research ever undertaken into British racing’s audiences. With an addressable market of 25.2 million non-rejectors, there’s a significant opportunity to grow the sport’s fanbase. However, research reveals that younger audiences face barriers: the sport’s complexity, limited social appeal, and concerns over horse welfare.

Based on the Project Beacon insights, we’ve identified four key themes — Horse Welfare, Education & Simplification, Race Day Experience, and Behind the Silks — as critical areas for innovation. These themes are grounded in extensive research into fan behavior and attitudes, addressing the most pressing needs to attract and retain younger fans while ensuring the sport’s long-term growth.

Backed by RMG, York Racecourse, and ClimbUK, the startup scouting programme is calling on innovative organisations tackling the four key game changing areas, with finalists set to pitch their bold ideas on 12^th February 2026, in front of industry leaders shaping the future of the sport. If you work and trade within the horseracing industry (or SportsTech and the wider startup ecosystem), you’re warmly invited to attend the event on the 12^th February 2026 and get involved by helping to evaluate startups or even participate in the pilot. Register your interest in attending here.

Winning startups will unlock exclusive opportunities to collaborate directly with top business leaders from the BHA, Flutter, RMG, York Racecourse, and ClimbUK – as well as potentially testing their products with live racing audiences and moving towards a pilot programmes and lasting commercial partnerships.

Who Should Apply

We’re looking for bold ideas that can captivate younger audiences and scale across the racing ecosystem. Apply if your solution aligns with one or more of our key themes:

• Horse welfare – As the sport constantly seeks to lead the way on equine welfare, technologies that monitor and improve the health of a are sought.
• Education and simplification – Those with interactive tools that can simplify the sport for newcomers should apply;
• Raceday experience – As too should those Startups offering solutions to enhance the social side of a day at the races and aid participation.
• Behind The Silks – Innovative ways to provide racing fans with unprecedented, behind-the-scenes access to the sport and turn casual spectators into passionate, lifelong supporters.

Program Themes in More Detail

• Horse Welfare: We are keen to meet startups that have developed technologies — such as health trackers or welfare dashboards — which monitor and improve the health of a horse on and off the racecourse. A race is only as good as the horses & jockeys; how can we help them perform at their best?
• Education & Simplification: We’re seeking interactive and engaging solutions — such as gamified tutorials, AR experience, or AI chatbots —that make the different aspects of horseracing easy to understand for newcomers. Whether someone is at an event or watching online, by simplifying the sport, startups can help convert casual interest into active engagement beyond major events.
• Race Day Experience: This theme focuses on enhancing the social and participatory aspects of race days to deepen fan connection. Think second-screen apps, group games, or virtual watch parties that create shared experiences for fans. How could fans navigate the race venue, follow the racing narrative and backstories, and share the moments that matter? What evolution in data capabilities is required to unlock these next level experiences?
• Behind the Silks: Looking to give fans unprecedented, behind‑the‑scenes access to the sport. Through exclusive race footage, mini‑docs, immersive stable‑yard VR tours, real‑time performance insights and privileged data, (and anything else you can think of!) we want to bring supporters closer than ever to trainers, owners and jockeys. Our primary goal is to foster genuine emotional connection through consistently told human and equine narratives. This approach turns casual spectators into passionate stakeholders and lifelong ambassadors of the sport.

These themes are backed by research and aligned with the sport’s most urgent needs. We’re looking for companies (from any industry, not just horseracing!) that can bring fresh, scalable ideas to these critical areas. There is a wildcard category for any company that has exciting ideas to evolve the sport outside of the themes above!

Timeline of Key Dates:

• Application Deadline: 23^rd November 2025
• Selection Announcement: 15^th January 2026
• In-person Pitch Event (UK): 11^th (startup workshop day) & 12^th (main pitch event) February 2026

Winning startups will unlock:

• Industry Access & Mentorship: Collaborate with business leaders from BHA, Flutter, RMG, York Racecourse, and ClimbUK
• Real-World Testing: Potential opportunity to test your solution with live racing audiences and paving the way toward pilot programmes and lasting commercial partnerships
• Visibility: Gain exposure to industry investors and advisors through our extensive networks
• Path to Commercial Partnership:  Potential to establish a commercial partnership with/through the BHA.

The core purpose of this process is to get startups warmly introduced to as much of the horseracing industry as possible at once in an effort to line up pilot opportunities. There is no cash prize or investment.

Application Process

Ready to make your mark? Submit your application by 23^rd November. Include:

• A snapshot of your startup and team
• How your solution aligns with our themes
• Any funding, traction, partnerships, or company milestones to date
• Your vision for engaging the next generation of racing fans

A panel of BHA, RMG, York Racecourse, ClimbUK and Flutter experts will review submissions and select the most promising innovators.

Apply now!