Horse Racing’s Future: A Turnaround Plan for Now, Not Next Year

In 2023, the Gambling Commission released its much-anticipated white paper, and for horse racing, it might as well have been a racing form guide for its own funeral. Rather than stepping up to present a credible alternative, racing’s response was muted, passive, and, frankly, embarrassing. The industry sat on its hands, as if hoping that the storm would blow over, while gambling regulators circled like hawks. It was a golden opportunity to shape the future of the sport—to offer a clear vision of how racing and betting could thrive under a new, more regulated environment. Instead, horse racing’s silence was deafening. Racing thought it could use its contacts but with a Tory government in disarray those contacts were deafer than the a Hexham finishing post.

Rather than being proactive, racing has been about as reactive as a Newmarket steward. When the white paper dropped, it became clear that the betting industry was about to be reshaped—with affordability checks, limits on betting ads, and tighter regulations on how bookmakers operate. You could almost hear the bookmakers grumbling that they’ve overpaid for their slice of the horse racing pie, while the industry itself, oblivious to the gathering clouds, did what it always does: nothing. But the BHA with all its equine clout announced " We welcome the White Paper".

Racing’s Passive Stance: No Alternative, No Plan

When the white paper landed, horse racing should have had a plan. It should have offered a credible alternative to the Gambling Commission’s tightening grip on the sport’s financial lifeblood—betting. Instead, the industry’s response was to stand quietly in the corner, praying it wouldn’t get hit too hard.

Where was the industry-wide pushback? Where was the united front of racecourses, bookmakers, and governing bodies offering solutions that worked for both sides? Where was the proactive strategy to tackle problem gambling while preserving the sport’s future?

Rather than offering a compelling vision for how the sport could adapt to the inevitable changes, racing simply shrugged its shoulders and hoped for the best. The affordability checks, increased taxes, and tighter regulations didn’t just sneak up on the sport—they were telegraphed years in advance. And yet, racing acted like it had no idea what was coming, allowing the narrative to be shaped by forces outside its control.

The Gambling Commission’s White Paper: A Missed Opportunity

The 2023 white paper was a wake-up call, but horse racing hit the snooze button. In an industry so dependent on betting revenues, racing should have been at the forefront of discussions around affordability checks, betting limits, and the future relationship between the sport and the bookmakers that keep it afloat. Instead, the response was an industry-wide shrug. And the problem is, passivity doesn’t pay the bills.

Affordability checks, in particular, were a ticking time bomb for racing. Designed to protect vulnerable bettors, they also threatened to decimate the casual betting market—the very market that fuels the sport’s prize money, racecourse attendances, and media rights deals. Yet, when the white paper was published, horse racing failed to offer a meaningful alternative, something that could protect bettors without killing the sport in the process.

The absence of a clear plan from racing signalled to the government and the Gambling Commission that the sport was out of ideas. And that, in turn, has led to a situation where regulation is being imposed rather than negotiated. Racing’s passivity has left it at the mercy of regulators, who are far more concerned with curbing problem gambling than with saving horse racing.

Racing’s Inaction: Proactive, Not Passive

Horse racing cannot afford to wait for things to happen. It needs to step up, now, before it gets left behind. The time for passive reaction is over. Racing must be proactive, shaping the future of betting, regulation, and how it interacts with both the betting industry and regulators. Otherwise, the sport will find itself in a world where gambling is too regulated to sustain it, and the revenue streams it once relied on are drying up.

Here’s what should have happened:

1. A Credible Alternative to Affordability Checks: Racing should have presented a plan that struck a balance between protecting bettors and preserving the betting ecosystem that keeps the sport alive. A graduated system of affordability checks—lighter checks for smaller bets, stricter ones for larger stakes—could have been proposed, ensuring that the £10 punter isn’t subjected to the same scrutiny as the high roller. Racing failed to offer any such alternative, and now it’s facing the consequences.

2. Stronger Collaboration with Bookmakers: Instead of passively allowing bookmakers to bemoan their overinvestment, racing should have built a united front. The industry should have worked with bookmakers to create a sustainable funding model, where betting firms reinvest a larger percentage of profits into the sport. This partnership could have been the backbone of racing’s proactive strategy in response to the white paper, showing that the sport is willing to modernise in a way that benefits all parties.

3. Address Problem Gambling on Its Own Terms: Instead of waiting for the Gambling Commission to impose measures, racing could have taken the lead on responsible gambling initiatives. By showing it was taking the issue seriously, the sport might have had a better chance of shaping the narrative and protecting its interests. Horse racing could have worked with the betting industry to roll out targeted interventions that focus on high-risk bettors without alienating the casual punters who form the backbone of racing’s revenue stream.

The Cost of Passivity: Racing’s Future at Risk

By failing to present a credible alternative, horse racing has allowed itself to become a passenger in its own demise. The Gambling Commission’s white paper is being implemented with racing barely putting up a fight, and the result will be catastrophic unless the sport wakes up and starts taking control of its future. The current strategy—or lack thereof—has been to react rather than act, allowing the sport to be defined by forces outside its control.

The reality is, the future of horse racing depends on betting, and if the betting industry is squeezed too tightly, it’ll walk away. The signs are already there—bookmakers, media companies, and punters are all starting to question their involvement in a sport that seems out of touch, over-regulated, and frankly, unwilling to fight for itself.

The Turnaround Must Start Now

Horse racing’s survival isn’t a problem for next year. It’s not something that can be kicked down the road until the media rights negotiations in 2027. The turnaround plan must start now. Racing needs a visionary, a disruptor—not some corporate suit spouting business jargon, but someone willing to rip up the playbook, make tough decisions, and set the sport on a new path.

The entire financial equation needs rebuilding. Bookmakers must reinvest more in the sport, racecourses need to focus on quality over quantity, and the industry must stop being so passive in the face of government regulation. It’s time to stop playing nice, stop hoping that a few tweaks here and there will be enough to save the sport, and start fighting for horse racing’s future.

The Gambling Commission’s white paper should have been a call to arms, a moment where racing put forward a bold alternative, showing the government, the bookmakers, and the public that it was ready to adapt and thrive. Instead, it’s been another missed opportunity. If racing doesn’t step up, disrupt the status quo, and offer a real plan, its future will be dictated by forces that don’t care about the sport’s survival.

Passivity has already cost racing too much. It’s time to act, or watch the final race unfold from the sidelines.