Neal Game

British Racing launched its most comprehensive customer research — a nationally representative study combining 7,500 surveys, interviews and competitor analysis to understand today’s and tomorrow’s fans. As perceptions shift and welfare concerns grow, we’ll unpack how insight is driving a movement that’s reshaping a centuries-old sport. Key Takeaways: 1. How 7,500+ interviews informed a customer strategy built on behavioral understanding 2. How the sport addresses welfare, accessibility and emotion to attract new fans and drive change 3. How cross-sector and stakeholder collaboration led to a joint vision for the future