Special Episode: The future of racing w/ Daniel O' Sullivan & Sebastian Butterworth

This special episode features Seb Butterworth from Flutter and Dan O’Sullivan from the British Horseracing Authority (BHA), for a deep dive into the future of horse racing — and how the sport is preparing to engage a new generation of fans.

Hear them discuss:

The origins and findings of Project Beacon, and what the research reveals about younger and casual audiences

Why horse welfare, race education, race day experience, and behind-the-scenes access are the four critical innovation themes

How behind-the-scenes content can build emotional connection and improve understanding of horse welfare

Why racing struggles with context and “the why” for non-core audiences — and how narrative and storytelling can change that

Flutter’s approach to modernizing a tradition-rich sport while preserving what makes racing special

How simplifying the race card (without removing complexity) can make the sport more accessible to newcomers

The role of technology, wearables, and data in creating richer fan experiences and improving equine welfare

Early signals from other sports and how innovations like ref-cam, jockey cam, and training-yard content could shape racing’s future

Why digital platforms will be essential to reaching the next generation of fans

Details of the Future of Racing startup program: application window, pitch event, evaluation criteria, and potential commercial opportunities

Applications for the program are open until November 23, culminating in a Shark Tank style pitch at York Racecourse in February 2026.


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