#258 How Horse Racing Can Win 200 Million New Fans | Sam Houlding
Welcome to episode 258of Sports Management Podcast. Today's guest is Sam Houlding, Managing Director of B2B at Spotlight Sports Group. Sam has spent more than 16 years helping transform one of the world's leading sports media businesses while working at the intersection of sports media, technology, data, fan engagement and betting. In this episode, he explains why horse racing doesn't have an audience problem - it has an accessibility problem and how the sport can unlock millions of new fans. In this episode, we spoke about: • Why horse racing has a potential audience of 200 million new fans • How Formula One's growth offers lessons for every sport • Why sports should prioritize fans before betting • The importance of storytelling, data and digital experiences Time Stamps 00:00 Welcome Sam Houlding 00:15 Spotlight Sports Group Explained 01:55 The 200 Million Fan Opportunity 05:00 Why Racing Struggles to Grow 07:01 Accessibility Beats Awareness 10:24 Formula One's Winning Playbook 12:04 Betting vs Growing the Sport 14:03 Turning Data Into Fan Experiences 17:08 The Five Growth Priorities 19:07 Why Digital Comes First 21:21 The Future of Horse Racing 22:39 Sam's Career Journey 24:15 Lessons From Career Setbacks 26:06 Advice for Young Sports Professionals 27:36 Networking That Actually Works SPONSOR: Listeners of the Sports Management Podcast get an exclusive 20% off on SportsPro+ with the code SMPOD20. All you need to do is head to sportspro.com/membership and start exploring today. Follow Sports Management Podcast on social media Instagram ( / sportsmpodcast ) Twitter ( / sportsmpodcast ) LinkedIn ( / marcus-filipsson-44493b13b ) YouTube ( / @sportsmanagementpodcast ) www.sportsmanagementpodcast.com (http://www.sportsmanagementpodcast.com/)
How Horse Racing Can Win 200 Million New Fans | Sam Houlding
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