Can Horse Racing Capture Mainstream Appeal Again?

A few decades ago, the “perfect” evening for a horse racing aficionado would have involved going to the races, while weekends would be packed with calculations and picks for the horse races. Physical presence at horse races has naturally declined since the internet brought a way to watch them online, but the sport has not lost its relevance. 

Although it is not experiencing an upswing at the moment, is it still possible for horse racing to become mainstream entertainment again?

Why did horse racing decline in popularity?

Horse racing began as an entertainment and leisure activity but quickly became recognised in local and national competitions. It only took a little while to spread globally once spectators started small and private bets. 

Over the years, horse racing has become closely tied with the entertainment industry, especially with technological advancements in the internet and mass media. Today, while thousands of live spectators can attend racecourses, millions more can tune in on their mobile devices, computers, and TVs or follow live audio commentaries.

Although online views have contributed to the decline in popularity, increased competition from online casinos put the final nail in the coffin. Online bets are packed with many options, including horse racing and offers such as free spin bonuses. These modern options further reduced the need to analyse and predict horses’ performances at races. 

Horse racing and the entertainment industry

Horse racing has a long history of prominence in global culture and has become a sport that blends tradition, culture, and athleticism. From festivals to organised sports, the sport has entertained countless people, and it only gets better with modern media technological innovations. 

Now, with a simple click, anyone can watch horses race at the Olympics, on a track at Ascot, or even the Dubai World Cup. With modern entertainment integrated into horse racing, media coverage and marketing have played crucial roles in keeping the sport alive and reaching new audiences.

Despite a gradual decline in mainstream attention, horse racing still maintains a sizeable audience that attracts millions globally. Yet, there is a chance that the sport could regain that attention if several favourable factors come together.

Horse racing at major events

Horse racing has a lot of major events on its schedule, such as the Kentucky Derby, Grand National, Epsom Derby, Prix de l’Arc de Triomphe, Melbourne Cup, Breeders’ Cup World Championships, Cheltenham Gold Cup, Randox Health Grand National Festival, and Ascot Gold Cup. These events are important for the growth and expansion of horse racing and have a long history.

Horse racing events can help the sport become mainstream again, but improvements are needed in every aspect. From developing talent to complying with ethical values and quality standards, every stakeholder must contribute to the improvement of races. Improved conditions for racehorses should be a top consideration to refine public perception and acceptance.

Visibility and engagement

Did you know that horse races draw in millions of viewers annually? In Japan, for example, around 5.14 million people attended the Japan Racing Association races in 2024, while an estimated 6 million people visit UK racecourses annually. Although these are good numbers, the sport needs greater visibility and engagement to truly compete with other sports that take the spotlight in the entertainment industry.

One way to achieve this is through increased sponsorship and partnership with media giants and brands that have massive audiences. This is similar to how basketball and soccer reached global dominance in the entertainment market. Horse racing has attracted some heavy investments over the years, but it needs more strategic moves to become the darling of global entertainment.

Another way to improve visibility and engagement is to create compelling emotional narratives that connect horses, riders, managers, and viewers. Achieving a strong emotional connection can turn casual viewers into enthusiastic followers fairly quickly.

Jockeys leading the comeback

Horse racing has seen the rise of many super jockeys over the years, and if the sport wants to make a big comeback, jockeys will be in front, leading the train. 

In 2025, popular names like Harry Skelton, Sean Bowen, Sam Twiston-Davies, Harry Cobden, Nico de Boinville, Rachael Blackmore, Hollie Doyle, and Bryony Frost are on the lips of many fans and pundits and could become the next faces of a global horse racing revival.

The odds of a comeback

There’s always a chance that global attention could shift to horse racing, pushing the sport to enviable heights and billions of followers globally. 

However, that may remain a lofty goal given the ethical considerations. Nevertheless, for the truly dedicated fans and enthusiastic bettors, horse racing will always be worthy of their attention and thrills from fast horses racing to the finish lines.