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Spiritual wins the opener on Betfred Derby day at Epsom
Spiritual wins the opener on Betfred Derby day at Epsom

Yahoo

time3 days ago

  • Sport
  • Yahoo

Spiritual wins the opener on Betfred Derby day at Epsom

Spiritual (9-1) ran out an impressive winner of the opener, the Princess Elizabeth Stakes, on Betfred Derby day at Epsom on Saturday afternoon. The John and Thady Gosden-trained four-year-old, who had not won since scoring at Sandown last July, was given a positive ride by Rab Havlin to score. Stepping back up to an extended mile having run well over seven furlongs at Lingfield on her seasonal return, she crossed over to take the lead early on in the race. And once she hit the front she hardly saw another rival during the 1m½f Group Three contest. Spiritual went into the lead after about a furlong and once she turned Tattenham Corner, the daughter of Invincible Spirit began to move clear of the field and eventually came home four-and-three-quarters-of-a-length ahead of Bright Thunder (14-1) with Sparks Fly (11-1) half-a-length back in third and Royal Dress (16-5) was another three lengths further adrift in fourth. Advertisement John Gosden said: "She loved it in front and got a bit of space around her which gave her plenty of confidence and she relaxed. Leah, who rides her every day, does a great job as she's a handful and she goes off funny little places on her own otherwise she's off. READ MORE: Liverpool make improved offer for Florian Wirtz as £113m transfer talks continue READ MORE: Florian Wirtz transfer concern is clear as Liverpool wait explained "A mile is her trip and that was an easy mile, she ran well in the seven-furlong race at Lingfield. It was lovely to win a Group Three like that in good style and they gave it to her easy up front as they say. Advertisement "She's a good filly, but she sometimes worries about the others. The good thing is she got free there. She's got a Group Three now so we'll go and look at a Group Two somewhere and if she doesn't win she might be placed. There's one in France we've our eye on and we were just hoping to run well today and not go win like that. " On the runner-up Bright Thunder, trainer and Liverpool FC fan Karl Burke said: "She ran a brilliant race and I'm very happy with her. She loved the ground and probably could have done with it being a bit softer. I think that was probably a career best and we're very happy." Trainer David Loughnane was also happy with the effort of stable star Sparks Fly, who was third. He is hoping she can finally land a Group race this season. Loughnane said: "She ran a blinder, she just didn't get out in time. She's handled the ground fine and that's the first time she's gone and got black type with good in the going description, I'm thrilled with the run. It was a real blinder and it opens up a few more options for her now. I've always thought she was a Group Three horse and she's proved it there. I thought she was the best horse in the race, but just got held up and didn't get there in time." Persica, ridden by Ryan Moore, wins the Betfred Diomed Stakes on Derby Day at the 2025 Betfred Derby Festival at Epsom Downs Racecourse on Saturday, June 7 2025 -Credit:PA Persica (6-4 favourite) came through late to land the Group Three Betfred Diomed Stakes at Epsom. Advertisement The Richard Hannon-trained four-year-old had won the Group Three Earl Of Sefton Stakes at Sandown in April before finding Group One company and the slight step back down to a mile beyond him when eighth in the Lockinge Stakes last month. But back down to Group Threee level and up over this 1m½f, Persica was back in the winner's enclosure at Epsom where he also was after winning a handicap at this meeting last season. Under Ryan Moore, Persica was settled towards the rear despite having been prominent in many of his races. But he moved through the field stylishly and came late to collar Ice Max (10-1) and score by three-quarters-of-a-length. Docklands, who may head to Royal Ascot in 10 days' time for the Group One Queen Anne Stakes, was also finishing late and was just a short-head further adrift in third. Trainer Hannon said: "He's one of those horses who's a pleasure to turn up to the races with and he's a good-looking horse who belongs to the right people and he has a chance in any race. "Knowing his owners they'll be thinking Japan Cup and Breeders' Cup and something in Australia, but being honest we've always been happy to ply our trade around this level. We might make the occasional jump up on the back of this which I think makes sense, but he has a chance in any race if he gets his ground. Ryan said he struggled going down the hill a bit, but I didn't have the guts to tell him he had been here last year and won!"

The Derby 2025: horse-by-horse guide to all the runners
The Derby 2025: horse-by-horse guide to all the runners

The Guardian

time5 days ago

  • General
  • The Guardian

The Derby 2025: horse-by-horse guide to all the runners

Trainer/jockey Owen Burrows/David Probert, stall 13 One of two runners in the green and white silks of Ahmad al Shaikh, whose twin passions in racing appear to be having runners in the Derby and paying as little as possible to buy them. It is a hard approach to knock, however, as Khalifa Sat, at 150-1, and Hoo Ya Mal, at 50-1, reached the frame in 2020 and 2022 respectively. In terms of value at least, the owner has excelled himself here, having paid €7,000 for the son of an obscure stallion Affinisea (so obscure that even his trainer admits he had to look him up when al Shaikh's latest purchase turned up on his doorstep). That said, a realistic view of his form – unraced at two, three runs since April, one minor win – gives him next to no chance of success, so each-way backers hoping for lightning to strike a third time are relying on the fact that, like his high-achieving predecessors, he can't read the form book. John & Thady Gosden/James Doyle, stall 15 One of the least experienced in the field with three outings in the book and it showed behind Pride Of Arras in the Dante at York last time. He took a few strides to go through the gears, edging left, before running on to finish second, one-and-a-quarter lengths behind the winner. He did not see a racecourse until December and the rough edges in the Dante offer encouragement there is significant improvement to come,. Definitely an unusual profile for a potential Derby winner – maiden win on the all-weather in December, then two defeats at the start of his three-year-old season – but the talent is probably there if this unique test does not prove to be a step too far at this early stage of his career. Aidan O'Brien/Ryan Moore, stall 14 Effectively confirmed as favourite when Ryan Moore plumped for the ride on Wednesday from three Aidan O'Brien options and there was a lot to like about the way he put nearly three lengths between himself and the runner-up in Leopardstown's Derby Trial last month. He had solid, progressive form in his juvenile season too, culminating in defeat by a nose in the Group One Futurity at Doncaster, and the 12-furlong trip should be right up his street. The Leopardstown trial has not highlighted a Derby winner since 2002, however, and it was his seventh race, which leaves less room for improvement than most of his opponents Whether the pluses and minuses make him a genuine 3-1 shot is the first question every punter needs to consider. There are tempting options at better odds, and with more room scope for improvement, if they decide against it. Charlie Johnston/Billy Loughnane, stall eight The other half ofal Shaikh's two-pronged attack and his second-string behind Al Wasl Storm according to the betting, although since both are priced in three figures the concept of a first string is perhaps irrelevant. In typical al Shaikh fashion, he cost relative peanuts, having been knocked down for €12,000 as a yearling (Damysus cost nearly 50 times as much). He has already repaid that several times over after finishing one-and-a-half lengths behind Tennessee Storm in a French Group One event last October. Likely to be remembered only as the first Derby ride for the 19-year-old Billy Loughnane, the fastest-rising young star in the weighing room. Aidan O'Brien/Wayne Lordan, stall 10 The third-string in his trainer's challenge for a record-extending 11th Derby according to the betting, but since only three of O'Brien's winners set off as the clear favourite, that is perhaps not quite the red flag it may seem. Rain would be in his favour as he stayed on strongly to win the Chester Vase over an extended 12 furlongs last time out and also has winning form on soft ground, albeit in a weak event at the remote French racing outpost of Craon. Likely to be staying on most strongly in the closing stages, though the obvious concern is that a lack of tactical speed early in the race will leave him with too much to do. Charlie Johnston/Christophe Soumillon, stall three Finished just over a length behind the winner when second in the Chester Vase last month, which is a near-facsimile of the profile Wings Of Eagles brought before his 40-1 Derby victory in 2017. Adayar, in 2021, was another recent winner who was beaten in his trial and with jockey Christophe Soumillon flying in can catch the eye of each-way punters. Any rain will be in his favour. Francis-Henri Graffard/Mickael Barzalona, stall four This year's race is being run in memory of Aga Khan IV, who died in February and whose five Derby winners as an owner included Shergar, whose 10-length winning margin in 1981 remains the record. This late arrival will carry the same green and red colours to the start. It is clearly asking a lot for him to bring them back again in similar style, but he remains unbeaten after three starts and showed a fine turn of foot to quicken clear in the Prix Greffulhe at Saint-Cloud in May – the same race Pour Moi, the last French-trained Derby winner and with Mickael Barzalona in the saddle to boot, used as their stepping stone to Epsom immortality in 2011. Henri Devin/Alexis Pouchin, stall 17 The powerful Juddmonte operation stumped up £75k to add Henri Devin's colt to the field so he has clearly been showing a good deal more at home than he has on the track. He has finished a close third – at Longchamp and Chantilly – on his two outings this year. In the first of those, he was less than a length behind Andre Fabre's Cualificar, who finished a half-length behind the winner (and from a much wider draw) in the French Derby at Chantilly last Sunday. The 12-furlong trip is also likely to see further improvement. The case in his favour is based on ifs, buts and maybes and he will do well to reach the fourth place required to get his entry fee back. Richard Hannon/Jamie Spencer, stall nine Set off as an unfancied 9-1 shot for the Lingfield Derby Trial – which looks below-par this year – and was beaten nearly four lengths behind Aidan O'Brien's Puppet Master, who was taken out of this race before the final declarations. Has masses of stamina in his pedigree but rather less of the speed a Derby winner needs to go with it. The St Leger already looks a more convincing option even if he is up to running in Group One company (and the jury is out on that too). John & Thady Gosden/Tom Marquand, stall five Finished fifth of 11 in the Dante Stakes at York last month, three-and-a-half lengths behind Pride Of Arras and two-and-a-quarter behind his stable companion, Damysus. Since that was his fifth start there is no obvious reason why he should improve past either of those colts, who have fewer miles on the clock. Bare form does not tell the whole story as he fell out of the stalls and was well off the pace before making eye-catching progress. He joined Damysus on a jaunt down the hill and around Tattenham Corner on gallops morning last week and handled the track well. He seems sure to improve for the mile-and-a-half trip and a top-four finish may not be beyond him. Uttoxeter: 2.00 Miss Goldfire 2.30 Ernest Gray 3.00 Lost Connections 3.30 Baltray 4.00 Hecouldbetheone 4.33 Auntie Maggie 5.05 Crystal Mer. Hamilton: 2.12 Blue Nguru 2.42 Betweenthesticks 3.12 Sea Legend 3.42 Korker 4.12 Yermanthere 4.43 Sir Garfield (nap) 5.17 Arch Legend. Lingfield: 2.20 Dubai Harbour 2.50 Blewburton 3.20 Keybaar 3.50 Gallant 4.25 Touchwood 4.55 Maid In Chelsea. Chelmsford City: 5.00 Eclipser 5.35 Nifty 6.05 Smokey Malone 6.35 Hot Dancer 7.07 Danza Parigina 7.42 Maxident 8.17 Ornately (nb) 8.47 City Captain. Ffos Las: 6.15 Reina Del Mar 6.45 Unspeakable 7.20 Gavin 7.55 Ferret Jeeter 8.30 You Say Nothing 9.00 Twist Of Fatecatch. Ralph Beckett/Rossa Ryan, stall 16 A skim through the list of Derby winners of the past 25 years may suggest the days when a small owner-breeder could mix it with the big guns from Godolphin, Coolmore and Juddmonte are long gone. This year's Dante Stakes winner, though, may beg to differ. David and Vimy Aykroyd have four mares at their Yorkshire stud farm and their once-raced colt by up-and-coming sire New Bay was an 18-1 shot for his trial at York. He showed all the attributes you would look for in a Derby winner – tactical speed, balance, a turn of foot and a willingness to quicken between horses – on the way to victory. His best days are ahead of him with two runs in the book. Soft ground could be a concern – though the same is true for many of his rivals – but he stayed on well on Knavesmire, should get the trip and is a must for any shortlist. James Owen/Luke Morris, stall one As ever, there is a scattering of runners ithat are seemingly there mainly to give their owners a day out. While James Owen is very much one of the trainers of the moment, with a number of decent winners on the Flat and over jumps since taking out a licence three seasons ago, this syndicate-owned runner seems to fall squarely into that category. Well beaten in the Lingfield Trial and the slimmest hope of any on that form. Last of six in what looked a poor renewal of that race last time and while a repeat of his winning form in a maiden in April should be enough to finish in front of Al Wasl Storm – who was a length-and-a-quarter away in second – the other 18 runners will be more of a problem. Charlie Appleby/William Buick, stall seven A Classic winner already in the 2,000 Guineas at Newmarket last month and the form of that race received a significant boost when City Of Gold, the runner-up, ran away with the Irish equivalent a couple of weeks ago. That is more than enough to send him to Epsom at the top of the ratings – Timeform has him 4lb clear – but the obvious question is whether his stamina will stretch to another half-mile. The recent record of Guineas winners in the Derby is distinctly mixed with the past three – Dawn Approach, Saxon Warrior and Kameko – all beaten after setting off as favourite. If he stays, he will probably win. If he does not, he certainly won't. Simon & Ed Crisford/Harry Davies, stall 18 The only runner in the field with a 'C' – for previous course winner – against his name, thanks to a narrow success in the Blue Riband Trial over 10 furlongs in April and this is a track that can take some getting used to, running downhill at speed. That is pretty much the only tick in a positive box and the same was true of many previous winners of the same race (in recent years, it has guaranteed a place in the Derby lineup so there is often no reason not to run). The last Blue Riband winner to follow up was Blue Peter in 1939. Ralph Beckett/Hector Crouch, stall two There has been plenty of attention on the trainer's prime contender, Pride Of Arras, but less of a focus on his second string, who has had an unconventional preparation but has some interesting form. The most obvious is a close second behind Delacroix in the Autumn Stakes at Newmarket last October and it is notable that Beckett has made every effort to get him to the post, even persuading Salisbury to stage a race at an evening meeting last month that would give him much-needed prep for the Classic. Stanhope Gardens duly made short work of two opponents and there is little doubt his trainer sees him as a serious contender. Well adrift of his stable companion in the betting and the ratings, but probably close to the top of many punters' lists for each-way purposes. Joseph O'Brien/Dylan Browne McMonagle, stall 12 A Group One winner as a two-year-old in the Critérium de Saint-Cloud, a race that has been won by plenty of top-class colts on the way to a glittering three-year-old career. So far so good in terms of his record at the highest level – Ruling Court, the 2,000 Guineas winner, is the only other in the field with a previous Group One success. On the downside, last season's Critérium – when Green Storm was second – had three runners and was probably the weakest in the race's history. Returned to action in Leopardstown's Derby trial, where he finished around six-and-a-half lengths behind Delacroix. He was noticeably weak in the market beforehand – the implication being that he should improve significantly for the run – but seven lengths is probably asking too much. Aidan O'Brien/Colin Keane, stall 19 The undoubted enigma of the race, not least as his trainer's Derby winners in the past two seasons have been bouncing back from disappointing runs on seasonal debuts. Unlike Auguste Rodin in 2023 and City Of Troy last year, however, The Lion In Winter has been passed over by Ryan Moore after surrendering his unbeaten record with a tame sixth behind Pride Of Arras in the Dante at York. He is bred to appreciate the step up in trip and handed Ruling Court the only defeat of his career, in the Acomb Stakes at York last August, but will struggle to get home if he again fails to settle. A draw in the widest stall may not help in that regard. Respected if only because he has the initials 'A.P.O'B' on his saddlecloth, but the Moore Factor – or rather, the lack-of-Moore Factor – has to be a concern. Saeed bin Suroor/Oisin Murphy, stall 11 The racing landscape has changed significantly since Saeed bin Suroor saddled Lammtarra to win the Derby in 1995, in the earliest years of the Godolphin operation. The trainer's fortunes within the organisation have since waxed and waned, to the point where the man who won four UK trainers' championships between 1996 and 2004 is now a furlong behind Charlie Appleby, his near-neighbour in Newmarket, in the pecking order. Appleby has won two Derbys since Bin Suroor saddled his most recent runner in 2017 and having landed the Classic at the first attempt three decades ago his 24 runners since have all been beaten. Ran a fine race to finish fourth in the 2,000 Guineas and has Oisin Murphy, the reigning champion jockey, to do the steering. He took a strong hold to lead the field for the first six furlongs at Newmarket and looks more likely to appreciate a drop in trip than a step up to a mile-and-a-half. Raphael Freire/David Egan, stall six Kia Joorabchian has ploughed millions into his Amo Racing operation in recent seasons and been rewarded with a couple of placings for big outsiders in the Derby, but his only representative in this year's Classic may struggle. He is, at least, stabled in the right place for a potential winner, as his young handler has taken over at Sir Michael Stoute's Freemason Lodge stable in Newmarket after the legendary trainer's retirement at the end of last year. His form is well short of what is likely to be required as he seemed to struggle to get even the 10-furlong trip at York when finishing seventh in the Dante.

‘I don't think there's any negative and he's impressed me the most' – Frankie Dettori's Derby tip
‘I don't think there's any negative and he's impressed me the most' – Frankie Dettori's Derby tip

The Sun

time6 days ago

  • Business
  • The Sun

‘I don't think there's any negative and he's impressed me the most' – Frankie Dettori's Derby tip

IF you want to find the winner of the Derby then you could do a lot worse than ask two-time winner Frankie Dettori. The world's most famous jockey ended his agonising wait to win it in 2007 with Authorized. 1 And he crowned himself King of Epsom one more time in 2015 aboard the awesome Golden Horn. No one knows the undulations of the Downs better than Frankie - or what it takes to win on it. And one horse in particular this season has impressed him above all others. Asked who he would back in the £1.5million contest, Dettori went against old employers Godolphin and John Gosden. And instead plumped for a British trainer to keep his awesome big race-winning run going. Ralph Beckett won the Arc de Triomphe last year with wondermare Bluestocking. Dettori - who recently issued a big career update amid his bankruptcy storm - reckons he can scoop the British equivalent this year with Dante winner Pride Of Arras. The iconic jockey told Stake: "Pride Of Arras won in the style of a Derby winner in the Dante. "The only thing that might muddle him is the size of the field. "It is close to a maximum field and he's only run twice, so it won't be easy. "He'll have to manage his way through the traffic. He does have a good cruising speed, though, and a good turn of foot. "He's the one which has impressed me the most in the Derby trials. "It's just the lack of experience which disadvantages him. It's very hard to win this race on only your third start, so that's the one thing which puts me off a bit. "Ruling Court is a serious horse. What he showed in the Guineas was very impressive, but it's that massive question mark, will he get a mile and a half? "We know that a mile and quarter is within his reach because he hit the line very strongly at Newmarket, but this is another two furlongs. "He's an amazing, talented horse, but he's got a massive question mark to me. "Damysus looks a very solid horse, but to me Pride Of Arras was much better than him in the Dante and we expect him to improve a bit here, so the gap is looking a bit too far to bridge to me. "Pride Of Arras would be the one I'd put my fiver on. "It's a very exciting race and it is wide open. We've already made a case for a good number of them, and it's very interesting." Dettori also had strong word for Ryan Moore's mount Delacroix. However, his draw in 14 has sparked a market drift as money comes for 2,000 Guineas hero Ruling Court instead. Betfred have the two joint-favourites, while Ladbrokes continue to cut Charlie Appleby's Godolphin colt. The firm's Alex Apati said: "We could be on course for a significant shake-up in the Derby betting over the next few days. "Despite Ryan Moore being on board the favourite, punters' recent interest is seemingly elsewhere. "We may well be looking at a new frontrunner in the field come Saturday afternoon." . Remember to gamble responsibly A responsible gambler is someone who:

‘Incredible' horse who makes owner £140,000 per race subject of ‘huge' Royal Ascot bets as whole host of big names axed
‘Incredible' horse who makes owner £140,000 per race subject of ‘huge' Royal Ascot bets as whole host of big names axed

The Sun

time27-05-2025

  • Business
  • The Sun

‘Incredible' horse who makes owner £140,000 per race subject of ‘huge' Royal Ascot bets as whole host of big names axed

A HORSE who makes his owner £140,000 per race is the subject of 'huge' Royal Ascot bets - as a whole host of big names were pulled from the summer's biggest racing spectacular. Tuesday's scratchings stage saw superstar stayer Kyprios removed from the Gold Cup as he was retired with immediate effect. And he wasn't the only top runner to have their Royal dreams axed weeks before it begins on June 17. Among them was John and Thady Gosden's Prix de l'Opera-winning filly Friendly Soul, who had been as short as 10-1 for the 1m Queen Anne. She was cut from the £1million Prince Of Wales's Stakes over 1m2f as well, along with the likes of stablemate Running Lion - dad Roaring Lion's first Royal Ascot star. Courage Mon Ami, the 2023 Gold Cup winner, had already been taken out of the feature race - while Aidan O'Brien's Tower Of London was pulled too. Wathnan saw another of their big horses, Haatem, who won last year's Jersey Stakes, cut from the Queen Anne and Prince Of Wales. The four-year-old colt, who has finished fifth and fourth so far this season, has one remaining entry over the summer, in the Sussex Stakes at Glorious Goodwood on July 30. The owner's Electrolyte was scratched from the Commonwealth Cup, too, as was awesome recent French 2000 Guineas winner Henri Matisse. With a host of big names out, Ladbrokes reported some massive market moves. None bigger than that of French raider and Jerome Reynier-trained Lazzat. The globe-trotting sensation, who has won more than £1.4million from his ten career runs, has been slashed for the Queen Elizabeth II Jubilee Stakes. Now 7-2 from 5-1 with Ladbrokes, he could be the one to land the 6f sprint worth over £500,000 to the winner, especially as former ante-post favourite, Aidan O'Brien's Storm Boy, flopped on debut for the Ballydoyle boss last weekend and is now out to 20s. Illinois has replaced Kyprios at the head of the Gold Cup betting, while stablemate Lakie Victoria is now odds-on for the Coronation Stakes after her Irish 1000 Guineas win. But an unknown French runner could spoil Illinois' party. Candelari looked all stamina in claiming a Longchamp Group 1 on the weekend and is now just 3-1 second-fav behind 11-8 Illinois. Alex Apati of Ladbrokes said: "Kyprios' retirement news has blown the Ascot Gold Cup market wide open, and while Illinois now leads the way in the betting, it's Candelari who has been given the most notable boost of all." Remember to gamble responsibly

I asked Chat GPT how to save horse racing – this is what it told me
I asked Chat GPT how to save horse racing – this is what it told me

Telegraph

time26-05-2025

  • Entertainment
  • Telegraph

I asked Chat GPT how to save horse racing – this is what it told me

I hate memorial services. The idea that one can celebrate something wonderful that has gone is anathema to me. But I felt privileged to be in St Bride's Church in Fleet Street last week to hear about the extraordinary life of Joe Saumarez Smith, the former chairman of the British Horseracing Authority. Trainer John Gosden's rigorously edited rendition of An Equestrian's Prayer hit the spot: 'Dear God in heaven, Give me strength to guide my horse, Make my hands soft and my head clear...' Joe's head was clear right up to the end. Only days before he died he was texting executives at the BHA to highlight how Artificial Intelligence can help horse racing. So when Great British Racing announced a new £3.62 million advertising campaign the next day, I followed Joe's prompting and asked ChatGPT how it would spend that money. The GBR campaign will be aimed at 'people who have never had a relationship with racing but are open to it' and 'casual fans who have either lapsed or are attending only once a year'. I would imagine readers of this column are more likely to fall into the latter category. So with the same guiding principles, I set the brains at ChatGPT to work. And in approximately three seconds I had a very impressive-looking campaign mapped out. Worth a hundred thousand pounds of any client's money in the old days, although it didn't include a boozy lunch in Langan's Brasserie on expenses. But is it genius or is it all fur coat and no knickers? There are 10 main categories of action, which is a slightly suspicious round number, if you ask me. 'Create engaging content' such as 'educational resources', which I think is another way of saying make an idiot's guide, is its first suggestion. That sounds like old hat but 'behind-the-scenes' video content feels as if it could be a YouTube hit as long as it does not just trot out the usual suspects. The best stories in racing are the lives of the people who look after the horses. The second suggestion is that racing should create challenges and contests for participants, who may be fans one day, to play on Instagram and TikTok. And that for me is the knockout idea, as long as it incorporates data creation and interpretation. I have been involved in an idea to create a Virtual horse racing game that could have garnered millions of online horse racing fans. But like so many of these projects, it has fallen by the wayside. And more's the shame. There have been other attempts to recreate what it is like to own and train racehorses, and make decisions that carry real jeopardy, but nothing of any substance. A rather less original suggestion is that racing should enter into 'influencer partnerships', but its lack of originality is not to say that it is a bad idea. If it works for big retail brands it can work for racing. However, imagine the Jockey Club, for example, trying to justify paying hundreds of thousands of pounds to someone like Bella Poarch or Addison Rae? The chances are you have never even heard of them. Nor had I, but according to ChatGPT they are the most popular influencers of 21-year-olds in the UK. Although that can change rapidly! As can your job as CEO of the Jockey Club after you have handed them the money. There are other smart suggestions such as collaborating with other sports and brands. Ascot has shown how well that works with international insurance group Howden when it comes to getting bums on seats at Christmas. But the only other idea that did not sound as if it had come out of a second-rate marketing agency was to 'leverage technology', particularly 'augmented reality experiences'. Racing needs to invest heavily in augmented reality. So few people are lucky enough to ride a horse in a race, so the sport needs to spend big on technology that allows fans to understand what it feels like. Golf has done that, Formula 1 likewise.

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