"Seeking Fresh Audience Participation: The Resurgence of Horse Racing"

The French horse racing industry is making a concerted effort to attract more visitors and transform them into regular spectators, players, and owners. Guillaume de Saint-Seine, President of France Galop, has been leading this charge, aiming to "put racing back in the hearts of the French."

Last year, over 2.4 million people flocked to French racetracks, marking a 16% increase. This trend is expected to continue, with an estimated 11% mid-season growth in attendance by 2025. The Deauville meeting in August set a record, welcoming 74,300 people, with 30% of them being first-time visitors.

To achieve this, France Galop is introducing a variety of initiatives. For instance, a new application provides all the necessary information about the races and access to on-site services. Thematic offers for couples or families are being introduced to attract new audiences to the hippodromes.

The "JeuXdi" events at the Longchamp hippodrome have been successful, attracting 10,000 to 12,000 young people. Similarly, the "Horses in the City" event, which is free and open to the public, has been a hit. It was held at Place de la Concorde from Friday to Saturday and will be expanded to include the city of Lyon in the future. A second edition of "Horses in the City" is planned for Paris in 2026, with France Galop aiming to help racing societies in the regions adapt it.

Laurent Dupont, Director of Commercial, Marketing, and Exploitation at France Galop, emphasizes the need for events to offer experiences before and after the race, similar to other leisure activities like rugby or concerts. This approach has been successful, with events like the "Weekend in the Countryside" at the Auteuil hippodrome and the inclusion of urban sports demonstrations in races like the Prix du Jockey Club at Chantilly.

Moreover, France Galop is working on shortening the time between races and getting the horses out earlier to enhance the overall experience for spectators. The industry also aims to showcase the various activities within the horse racing industry, including breeders, jockeys, veterinarians, transporters, sellers, and trainers.

Despite the efforts, the industry's budget largely depends on the activities of the Pari mutuel urbain (PMU), a horse racing betting operator. In 2024, profits from the PMU reached €837 million, below the €850 million target. However, the focus remains on attracting potential new spectators and ensuring French horse racing remains a vibrant and engaging part of the country's culture.