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Racing has lately been beating itself up about its public image and has hired consultants to oversee a ‘re-branding exercise’. The first £250,000 has bought the conclusion that racegoers include too many ‘Brians’ and not enough ‘Bens’. Seven working groups have been set up to reverse the proportions.
Brian is allegedly ‘a bit boring, traditional, thinks he’s old-fashioned, with friends who are loyal but talk in a language others don’t understand, can be arrogant, but when you get to know him can be fascinating’. Ben, by contrast, is ‘approachable and athletic, younger minded than Brian, has travelled more, can talk as easily to a grandmother as a teenager, is inspiring to be with, enjoys a good time’. Oh, come on.
After a lifetime reporting politics re-branding fails to excite me. Parties do it every time they lose an election. ‘New Labour’. ‘Compassionate Conservatism’. And what do we get? The same bunch of slick-talking nest-liners. As for working groups, nobody has set up more than Gordon Brown. Has it helped?
Of course, racing must present itself well. But at Goodwood the staff were friendly, the refreshment options clean, fresh and varied. Before one race I joined a mixed coachload of Brians and Bens (actually more Tracys and Louises) to hear former amateur rider Robin Gray talk them knowledgeably through as the starting-stalls handlers did their business. More of that, please.
Back on the lawns picnicking families didn’t seem to have too much trouble with the jargon. ‘Gran wants £2.50 each way on Piste in the next and Dad’s got two up in his Yankee already,’ said one hair-gelled Ben, his mobile phone stuck to his ear. Goodwood may be the spiritual home of the panama but the mix is changing, organically.
What both Brians and Bens want is big enough fields for an each-way bet, races not processions and staff who help them relax. ‘Don’t let’s be too picky,’ I heard one official say. ‘They are here to enjoy themselves.’ That is the spirit. As for the racing, all seven races had at least eight runners and the contests were lively: two were decided by ¾l and two by a neck.
This weekend we have the Derby, providing more green shoots cheer for racing. Until Investec came in at the last minute the most prestigious race in Europe looked like being without a sponsor, a real blow to the sport’s image. But even standing downwind of John McCririck’s nicotine boost, a cigar rather larger than the average North Korean ballistic missile, could not cloud the optimism at last week’s Breakfast With the Stars in the excellent new stand, even if it looks like an Irish benefit. Aidan O’Brien runs six, including three of the first four in the betting. I think the other, John Oxx’s Sea the Stars, will beat them if he stays. Any chance for England? It would be nice to see Investec’s boss rewarded with 33–1 South Easter, but I have a little each way at 50–1 on Mick Channon’s Montaff.
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