Betting Markets and the Customer Experience Highlighted During 59th IFHA Conference

[Wandering Eyes]

The International Federation of Horseracing Authorities (IFHA) held the 59th International Conference of Horseracing Authorities (ICHA) at Le Méridien Paris Arc de Triomphe in Paris, France on Monday.

During this year's Conference, there was a particular focus on racing betting, both in the legal and illegal markets, along with marketing and customer experience. Throughout the course of the day, 165 delegates from around 40 countries heard from leaders from around the globe on these pressing topics.

“The International Conference has for many years provided a platform for all of us, the stewards of racing in our respective jurisdictions, to come together and discuss the key issues impacting our sport today and to chart the course for its future,” said IFHA chair Winfried Engelbrecht-Bresges during his welcome address. “Racing's long-term success is dependent on our ability to not only address the threats that we face today, but moreover to embrace the opportunities they present us.”

Broadcaster Rishi Persad served as the moderator for the Conference, which featured two main sessions.

The first session of the Conference, titled Racing Wagering & Marketing – What Today's Customers Want and What the Future Holds, explored the dynamic landscape of horse racing wagering and marketing while also examining how technological advancements and shifting consumer behaviours are reshaping the industry.

Tony Allevato, chief revenue officer and president, NYRA Bets; Felicity Barnard, chief executive officer (CEO), Ascot Racecourse; Drew Fleming, president and CEO, Breeders' Cup Ltd; Pablo Kavulakian, president, American Racing Channel; and Atsushi Kikuta, director of International Affairs, Japan Racing Association (JRA) all took part.

“I can assure you have that I have absolute faith and optimism in the growth of this sport, and I think there is a huge potential internationally,” said Barnard said. “I think we are doing lots of things right, but I think we could do a lot of things better, together.”

Allevato echoed those thoughts, saying, “Sometimes, we don't give ourselves enough credit. If we all can: take a step back, look at what we are doing, trust ourselves, and know that we are creative. We can get horse racing to get to the next level. I truly believe that.”

Growth of the Illegal Betting Market and Tackling Challenges in Betting Regulation served as the second session. Panelists discussed the immense growth of illegal betting on racing (and other sports) and also examined the impacts of tighter government controls on gambling.

Speakers included Tom Chignell, consultant on Integrity Projects, the Hong Kong Jockey Club; Brant Dunshea, acting CEO, British Horseracing Authority; Luca Esposito, executive director, World Lottery Association; Martin Purbrick, chair of the IFHA Council on Anti-illegal Betting and Related Crime; and Vincent Ven, head of Anti-Match-Fixing, Union of European Football Associations (UEFA).

Ven discussed how different sports share the same challenges and the importance of educating participants about potential integrity threats as well as working with all different stakeholders.

Ben Cleminson, the CEO of Square in the Air, also presented on growth and innovation in sports and horse racing, while Salem Binmahfooz, chairman advisor and technical committee member of the Jockey Club of Saudi Arabia, provided an overview of the 41st Asian Racing Conference (ARC). The ARC is scheduled to take place in Riyadh in February 2026.

A replay of the live video stream and presentations will be available in the coming days.

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