THE THREAT of losing younger supporters is something that any sport must always take seriously.

So Richard Flint’s speech last night at York Racecourse will have opened the eyes of anyone who thinks there is no problem in horse racing.

Flint is the chief executive of Sky Bet, a company with more online customers in the UK than any other bookmaker.

Speaking at the 246th Gimcrack Dinner, Flint claimed the sport faces an ‘unprecedented demographic challenge’ and risks losing a ‘generation of customers’.

The Harrogate-based businessman said racing was losing a popularity battle with football and promotion of the sport would not be helped by Government plans to extend the Levy on online bookmakers at 10 per cent of gross profits.

He revealed that a quarter of Sky Bet’s customers are under the age of 25 and only 13 per cent of those customers regarded horse racing as their ‘favourite’ sport.

Over 150 guests from the world of racing were also addressed by John Ferguson, from Godolphin, the owners of Blue Point, winner of this year’s Gimcrack Stakes. But Flint’s speech is likely to grab more headlines.

“Racing is facing an unprecedented demographic challenge,” said Flint. “Despite some excellent progress on attendances at courses I know, from our own customer research, that racing is missing out on a whole new generation of customers. Racing needs us to introduce customers to racing – rather than encouraging them elsewhere.

“Recently, the Gambling Commission announced that the remote gambling sector became the largest part of the UK gambling market – but note that racing is worth less than 8 per cent of this online market.

“Sky Bet has more UK online customers than any other operator. We are a significant part of the racing landscape," he said.

"For good or ill, technological and social change has meant that the traditional relationship between the two industries (racing and betting) no longer works.

"We need to form a new partnership - built in the digital world - that appeals and engages new audiences. If we fail to do this, I believe there is one particular, and very serious issue, that will inflict lasting damage on both of our sectors.

“Sky Bet makes four times as much from a £10 bet on football as we do on racing,” he said. “With the Government minded to extend the Levy to online operators at 10 per cent of gross profits, racing becomes a near ‘zero margin’ sport for us.

“We want to promote racing because we believe that racing is, in many ways, the most exciting sport to bet on. We can help address the demographic challenge by working together to promote the sport in an accessible and engaging way.

“We are comfortable making a fair contribution to racing. A more reasonable rate than the 10 per cent currently proposed, one that gave betting operators the flexibility to promote the sport in conjunction with racing, would ultimately mean more revenues going to both industries.”

He said resolving the issue would ‘allow us to work together to protect the sport’ from advertising and sponsorship restrictions.

Flint believes part of the Levy could be donated to a dedicated body, with representatives from all sides, who would be given a remit to use the funding to grow interest in racing and betting on racing.

“This would be one sign of how, working together, racing and betting could help address the sport’s demographic challenge and secure its future for the long term," he added.