The British view of US racing is framed around major events like the Breeders' Cup and Kentucky Derby, which attract significant crowds and are markers in the US sporting and social calendars. Yet sadly the majority of racing is as far removed from these examples as New York from New Mexico.

Changes in British courses

Many of the changes in British racecourses have been extremely subtle. This has included the relaxing of dress codes, and a widening of options when it comes to entertainment and hospitality. Go to a course now, and it's not just pie and chips, but world foods and exciting gastronomic experiences. These range from street food style vendors, all the way to fine dining experiences, in stark contrast to many US racetracks, where food options are very narrow.

The boost to tourism that huge racing events bring has also been utilised. Towns and cities benefit from the economic pull a raceday brings. This attracts sponsorship and boosts taxable revenue. Thus, towns have adapted their infrastructure and services to keep race meetings open and functioning.

But perhaps the biggest obstacle to US growth is a lack of knowledge around their on-track customers. With admission often free or at $5, courses without casinos have been slow to recognize that encouraging regular attendance requires smarter communications, the ability to upsell and build a brand around racing that stretches beyond wagering. British racecourses lead the world in customer intel.

Outside the main events, sponsorship is not a major revenue stream among US racecourses. For those inclined to do so, you can name a race for as little as $350.

Beyond the racecourse

Its inclusion in other forms of entertainment media has also helped. Consider how F1 has benefited from shows on Netflix like Formula 1: Drive to Survive and movies like Senna. The makers of Drive to Survive were actually behind the making of Race for the Crown, which followed the jockeys, owners and trainers pushing for horse racing's Triple Crown. Similar US ventures could bolster its popularity.

UK racing has received a shot in the arm from docuseries like Champions: Full Gallop and Dettori, which followed the fortunes of leading candidates for the Jump Jockeys' Championship and the eponymous Frankie, whose career finally came to a close last autumn.

The world of gaming has also been utilised, particularly iGaming. When you look at online casino slot games, many franchises have added racing themes to create interesting variations of existing titles. Take Big Bass Return to the Races, which places the angling-themed slot at the racecourse or Gold Trio Leprechauns Luck Race Bonanza, which brings the charm of Irish mythology to the track. They may seem like tenuous links, but that's partly the point in that they succeed at bringing racing to new audiences, and vice versa.

Adapting to US audiences

In the second quarter of 2026, the bets generated on US horse racing fell by 2.54%. This is a pattern, with race meetings dropping by 5.2% in 2025. Around 12 U.S. horse racetracks have closed since 2020, although the news is not all bad. Thunder Plains in Wyoming will open this October, whilst Eureka Downs in Kansas is re-opening within 6 months.

Although the Jockey Club oversees the sport in the US, racetracks fall under individual state legislation, which is far from identical. In horse-rearing states like Kentucky and Wyoming, state legislature has recognized the value of a strong racing industry, and gaming operators are obliged to put back into the sport. In states like California, this is not the case, so perhaps no great surprise that the sport is ailing despite being in a state with a GDP richer than most European countries.

If any cues could be taken from British racing, it is that tracks need to open up to more demographics. By having more inclusive options, from hospitality to entertainment and dress codes, it takes the ‘exclusive’ nature off horse racing that may put many Americans off. This turns it into a general event.

Broadcasting rights could also play a huge part. US cable TV schedules are filled with NHL, NFL, NBA and MLB. Yet in the UK, horse racing remains a staple of terrestrial TV channels, providing access for all. If more stringent cable rights were removed and access given to more people, it could attract more visibility. The demise of Fanduel TV may be a pivotal moment for the sport in seeking more mainstream media outlets.

By combining these methods with expansion into other entertainment outlets, horse racing could go from a niche sport to being as popular as one of the aforementioned leagues.