Horse Racing Ireland has launched an imaginative new scheme to encourage young fans between 18 and 25 to get more involved in the sport.
MyRacing25 has an introductory annual membership which costs just €10 and allows members free entry to five key race days, including one of the days at the Leopardstown Christmas Festival.
That alone would represent great value and attract more longer-term buy-in from a cohort of young people across South Dublin for whom Leopardstown is as much a signifier of Christmas as Santa Claus and sleigh bells.
The fact that it gives a more than 50 percent reduction on admission to a day they would likely be attending anyway and then adds in four more race days which could form the basis of an away day trip to Clonmel, Cork, Roscommon, Fairyhouse and Tipperary makes it a potential real winner.
“Recruiting new people into racing is a significant priority for Horse Racing Ireland,” said Paul Dermody, Director of Commercial and Marketing at the body which runs the sport.
“MyRacing25 will help us achieve our key objectives to grow engagement and increase interest levels in racing, ultimately maximising attendances at the 26 racecourses around the country.”
“Unique experiences and entertainment platforms are valid currencies for the youth market and we know that horse racing, through the MyRacing25 club, is one channel that can deliver those experiences in spades.”
“MyRacing25 is a brilliant initiative for students and young professionals with various levels of interest in racing to learn more about racing and meet many of the wonderful stars of our sport,” added Jessica Harrington who hosted a group of young people at her stables in Kildare yesterday.
It’s a great idea and if promoted outside Leopardstown on the way in to the course, as well as at the host of student race days that take place around the country, could prove to be a real winner for the long-term future fan base of racing.
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